Google announced on Google+ that they’ve renamed what they call “Search Funnels” to what they are now calling “Attribution.” Attribution is more of an industry standard name.

What does it do? It lets you get a handle on the customer conversion paths, to see what they searched on originally and then ultimately before converting on your web site.

Google said:

Here are the changes they also made to the attribution reports:

The Top Paths report, which shows you the conversion paths of your users across all Google.com search interactions
The Assisted Conversions report, which tells you how often a particular campaign assisted conversions through other campaigns (rather than being the last-clicked campaign)
The Attribution Modeling Tool, which allows you to compare different attribution models side-by-side

Here is a picture:

Forum discussion at Google+.