Google announced on Google+ that they've renamed what they call "Search Funnels" to what they are now calling "Attribution." Attribution is more of an industry standard name.
What does it do? It lets you get a handle on the customer conversion paths, to see what they searched on originally and then ultimately before converting on your web site.
Google said:
With more advertisers moving beyond last-click attribution, we’re renaming Search Funnels to “Attribution” and adding it to the Tools menu, making it easier to discover and access the reports on a recurring basis.
Here are the changes they also made to the attribution reports:
- The Top Paths report, which shows you the conversion paths of your users across all Google.com search interactions
- The Assisted Conversions report, which tells you how often a particular campaign assisted conversions through other campaigns (rather than being the last-clicked campaign)
- The Attribution Modeling Tool, which allows you to compare different attribution models side-by-side
Here is a picture:
Forum discussion at Google+.
