# Search funnels: what it is and how it works · Zorraquino
> Search funnels were Google AdWords reports showing the searches and ad clicks before a conversion, since replaced by attribution reports.
URL: https://www.zorraquino.com/en/dictionary/advertising/search-funnels.html

# Search funnels

Search funnels were Google AdWords reports showing the sequence of searches and ad clicks that preceded a conversion

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

They showed which keywords had played a part before the last click, how long elapsed between the first interaction and the conversion (time lag) and how many clicks or impressions occurred along the path. Their limitation was that they only reflected activity on Google search ads, ignoring organic results and other channels.

This is a historical term: Google replaced these reports with attribution reports, and Google Ads and Google Analytics now offer conversion paths and data-driven attribution models. The underlying idea, analysing the path before a conversion, remains relevant.

Also known as

Conversion paths

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Attribution model](https://www.zorraquino.com/en/dictionary/digital-marketing/attribution-model.html)
- [Time lag to conversion](https://www.zorraquino.com/en/dictionary/digital-marketing/latency-period.html)
- [Google Ads](https://www.zorraquino.com/en/dictionary/advertising/google-adwords.html)