Recently Google added a new reporting tool within the Conversion reports that gives new insight into tracked conversion data which is especially useful for eCommerce web site owners.
The Model Comparison tool extends the enhanced reporting functions that Google have been steadily adding to their Analytics reporting system and this new tool is particularly useful for people who run Pay Per Click campaigns such as Google Adwords. Now you can run reports which provides information on revenue generation and CPA (cost per acquisition) comparing traditional last click statistics with first click and even last adwords click.
The results produced by these reports will surprise some while for others it will provide evidence to support previous assumptions about the effectiveness of their various marketing channels. Beyond the standard reports provided you are able to implement your own custom modelling.