PBA Conversion Paths dashboard

At a glance: Analyze web and mobile touchpoints that users encounter on their journey to conversion. Discover how media sources and types, channels, platforms, and devices interact to drive users to convert.


PBA dashboards: Web-To-App | Conversion Paths | Activity

PBA Conversion Paths dashboard

A conversion path is a unique sequence of user steps that leads to conversion events. A step is logged every time a touchpoint type changes. 

The Conversion Paths dashboard provides a marketing analysis of mobile and web touchpoints across channels, platforms, and devices encountered by a user on their path to conversion.

Conversion path analysis provides advertisers with insights into the interaction of acquisition channels on the user path to performing a conversion event enabling advertisers to make data-driven media mix optimizations. Conversion events available are: 

  • Web events: set as conversion events by the marketer.
  • App install events (reinstall and re-attribution.)
  • Mobile in-app events: [Best practice] Select the relevant mobile events: to add them to the conversion events list, reach out to your CSM or to hello@AppsFlyer.com.  [Default] Revenue-generating events.

Advertisers may ask:

  • What are the top media sources across devices and platforms that drive users to convert?
  • How do different acquisition channels/sources interact along the path?
  • How long does it take users to convert?
  • How many steps/acquisition channels are involved in the path to conversion?

Dashboard view

To go to PBA dashboards:

  1. My apps > Click View brand bundles.
  2. Click Actions > People-Based Attribution page.



  1. Filters
  2. View type 
  3. Conversions path steps (each represents 1 or more touchpoints). They include mobile clicks & impressions and direct & non-direct web visits.
  4. Current view: Conversion metric
  5. Current view: Generated revenue metric
  6. Current view: Unique users metric

Dashboard-related definitions

Term Description
Conversion event

The following conversion events are available:

  • Web events marked as conversion events by the marketer in the dashboard. 
  • Mobile app installs (includes reinstalls and re-attributions)
  • Mobile in-app events: [Best practice] Select the in-app events to include as conversion events. To do so, reach out to your CSM or hello@AppsFlyer.com listing the in-app events (revenue and non-revenue) to be marked as conversion events. Until you do, we'll include by default in-app events with revenue. 
Conversion path

The conversion path follows a unique sequence of media-related steps that lead to a conversion (media source, type, channel, etc.). 

  • A conversion path is displayed once in the dashboard; its KPIs contain the aggregate data of conversions that follow its specific path.
  • Example: Conversion Paths A (3 steps), B (5 steps), and C (3 steps) are unique; each follows different media-related steps.



A conversion path is considered unique based on its steps. In Path C, it doesn't matter that a user repeatedly encountered and touched the same media source (X2, X3, etc.). 


Conversion path steps include touchpoints the user interacted with up until the actual conversion event.

Touchpoints span multiple user devices and platforms including:

  • Web: Direct and non-direct web visits
  • Mobile: Clicks and impressions
Path length (steps)

Path length equals the number of steps. Example: Path C has 3 steps.

Path duration (days)

The number of days that pass between the first touchpoint and the conversion event. Maximum path duration is 30 days.

  • Example: 10-day conversion path
    • 21 Jan: Date of the first touchpoint 
    • 31 Jan: Conversion event occurred


Data freshness PBA daily

Dashboard features

Conversion paths appear in the 'top conversion paths' table and the 'conversion path' charts. 

Conversion paths are analyzed and compared by setting filters and dimensions. Additional filters are available. Use the 'View steps by' option to switch the display between media source, type, and channel. 

Example of a conversion path:

  • A user engages with xyz_search 3 times in succession. This is considered 1 step as no other media source interrupted this activity.
  • If the user then engages with abc_search 7 times in succession, then this is the 2nd step, etc.

Filters and more

Filters relate to the last touchpoint before conversion.

Filters Description
Media-related Select 1 or more of the options listed under media source, type, and channel.
Geo Select 1 or more countries/regions.
Conversion events Select 1 or more events.
Path length (in steps)

Select a path length of up to 10 steps.

Path duration (in days)

Select several duration lengths; For example, 1, 3, and 7 days. Option 10+ includes durations of up to 30 days.

Views steps by (media options)


Select an option to switch between path conversion displays: media source, type, and channel. Use the view options to gain varying perspectives.

Media source


Name of the reported media source.

Media type


Examples: Earned, paid, owned

Media channel


Examples: Ad, organic search, referral

Include direct

When enabled, direct web traffic is included in the conversion paths.

Table features

Features Description
  • Globe: Web visit; including the mobile web
  • Apple: Mobile touchpoint such as a click or impression
  • Android: Mobile touchpoint such as a click or impression
 Export CSV

Click the button to open a list of report types, then select one to download a CSV file with campaign-level data. 

  • Media source
  • Media type
  • Media channel
  • Campaign (this option is only available in the ??? view)

Distribution charts

Conversion Path distribution charts let you compare the performance of paths grouped by:

  • Path length: Steps to conversion
  • Path duration: Days to conversion

Path duration chart: Days to conversion



There are 3 KPIs associated with the conversion path:

  • Conversions: Number of conversions 
  • Revenue: Total Revenue generated by conversions 
  • Unique users: Number of unique users per path (using the PBA private user graph) 
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