Nice to see that Google multi channel funnels is out of beta and free for
all. It’s still not ideal e.g. the solution only includes data from
direct visits and not mere banner impressions (that didn’t result in a
click-through) and only allows for a 30 day cookie prior to the sale
(hence not ideal for longer sales cycles) however this development is certainly
welcome.  

View my article on how I believe it will change digital marketing – http://www.searchmuse.com/blog/2011/4/13/google-multi-channel-funnels.html

Alternatively here is my summary: The way, in particular, small-medium
sized business track click value, it will shake up the tracking industry (the big players and affiliate marketing) and the majority of businesses should start to value the other
channels that play a part in the sales funnel but are often not the last click
e.g. more generic ppc clicks and social media.