Search Marketing Sage

Just announced, Google is launching a new AdWords reporting feature – AdWords Search Funnels. The new option will give advertisers more insight into what keywords are driving conversions.

AdWords Search Funnel shows you all the keywords that assisted in conversion made through Google AdWords, rather than just the last one before a buy or conversion action. – Barry Schwartz

Previously, the way Google reported was by showing you the last keyword that drove the conversion. Sometimes, a searcher may not convert on their initial search, but come back a few days or weeks later and complete the conversion. This new reporting feature will give advertisers more insight into the search path the searcher took to convert.