Google AdWords ‘Search Funnels’ Report.

You’ll see this report in your Google AdWords ‘Conversions’ tab.

Here is a sample report:

So… you can see that on the eCommerce site above, only 55.19% of people who actually bought a product, bought the product  after their first click on an AdWords advert!

Here is another interesting statistic:-

So you can see from the above that if you pause your AdWords campaigns, there can be a significant time lag before sales pick up again!

There is lot more in this report worth looking at which I have not detailed above, not least the ability to look at which ad groups / keywords were instrumental in leading to a sale. i.e. you might find that an ad group which previously looked like it had been performing very badly, actually played an important part in the overall conversion process…