1) Search funnels provide insights into the typical path consumers take from initial search to conversion, including assists from multiple clicks and keywords (43% of paid conversions include more than one click). 2) Understanding assists and time lags between clicks can help optimize budgets towards assisting keywords and segmenting messages per funnel stage. 3) Last click attribution is misleading as it ignores assists; search funnels reveal how keywords contribute to conversions without the last click.