Google has announced updates to its Search Funnels reports service, which helps users analyse the role keywords play in leading to conversions.
Under the changes, Conversion History Windows can now be extended up to 90 days so businesses can go further back in time to track the history of conversion paths.
Search Funnels was launched by Google back in March this year and was originally limited to showing data for ad impressions and clicks within 30 days of a conversion.
Gordon Zhu, a member of the Inside AdWords team, told users of SEO services that the update will be particularly useful to companies that work in industries where purchasing decisions take time.
“A buyer may take longer to research and buy a vacation package rather than purchase movie tickets, for example,” he pointed out.
Another new feature is the option to only see complete conversion paths, which will filter out sales “potentially biased by cookie deletion” and give more accurate results to analyse.