Path Analysis: Google Refreshes Search Funnel Reports
Google has made several improvements to its AdWords Search Funnels, a tool initially released in 2010 that enables advertisers to better understand the series of search impressions and clicks that ultimately result in conversion.
Google today provided a sampling of the improved features which include the ability to compare data ranges - giving advertisers the ability to see how their funnel has changed year-over-year.
Google has also given advertisers the ability to access drill-down dimensions (campaigns, ad groups, keywords) via tabs, which are accessible from the top left of the Search Funnels tables. Finally, advertisers are now able to view the total number of conversions and conversion values side by side in new histogram reports.