New limited beta funnel analysis tool looking at path to conversion up to 30days before the conversion event. This is useful for attribution modelling in a CPA Adwords environment.
This will help to identify the different marketing activites advertisers are using and their significance in the conversion process.
By releasing this, Google are going part of the way to enticing advertisers to use the whole Adwords process, including Conversion Tracking and Google Analytics now with this cross-channel path to conversion analysis. Previously, this sort of functionality has been one of the main reasons advertisers turn to third party tracking for conversion analysis.
More info here.