Back in 2010, Google launched Search Funnels, an AdWords tool, which helps advertisers make decisions based on search impressions and clicks so they can try to improve their conversion rates.

The tool has received a refresh. The previous version will be available for the next few weeks, but if you use the tool, you may as well start getting used to the new one.

One new feature is the ability to compare date ranges. This helps you determine how your funnel has changed on a year-to-year basis.

Another new feature is the ability to access drill-down dimensions via tabs, which appear at the top left of the Search Funnels tables.

Users can also view total conversions and conversion value right next to each other.

“We’ve also made it easier to create persistent drill-down filters so you can view multiple reports focusing on the same analysis,” says product manager Laura Holmes. “For example, if you’d like to do an analysis based on ‘all the Top Paths where the first click was Campaign XYZ,’ you can now Save this drill-down and then click through multiple reports. If you no longer want to have this view, just click the ‘Clear’ button above the report title and you’ll return to the unfiltered version of the report.”