PBA Conversion Paths dashboard

At a glance: Analyze the web and mobile touchpoints users encounter on their path to conversion. Uncover how different media sources, types, channels, platforms, and devices interact and drive users to convert.

CPAConversionPaths_us-en.jpg PBA dashboards available | Web-To-App | Activity

Conversion Paths analysis

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

Path analysis provides marketers with insight as to how acquisition channels interact along the path, enabling them to make data-driven media mix optimizations.

Marketers can ask questions like:

  • 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?

Conversion path view in the dashboard

The conversion chart has the following display characteristics: 

  • The converting paths chart contains the unique sequence of steps users take towards selected conversion events.
  • The unique paths displayed depend on the view type (media source, media type, media channel)
  • Steps occur each time the source touchpoint changes. For example, if a user engages with xyz_search 3 times consecutively without touching any other source, this is one step. If the user then engages with abc_search 7 times this is the second step, and so on.
  • Paths are filtered by conversion paths dimensions like path length (steps) and path duration (days). Addtional filters are available.

Conversion Paths dashboard

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Key:
(1) Filters
(2) View type  
(3) Conversions path steps: Steps in the path include mobile clicks and impressions, and direct and non-direct web visits. Each step represents one or more touches.
Metrics relate to current view type: 
(4) conversions (5) revenue generated  (6) unique users

Conversion Paths principles

To go to PBA dashboards:

  1. My Apps > View brand bundles.
  2. Click Actions > People-based analytics.
Principle Description
Conversion event
  • Web events set by the marketer as conversion events
  • Mobile app install events (including reinstalls and re-attributions)
Conversion path

Conversion paths follow a unique sequence of source (media source, media type, media channel as the case may be) steps towards conversion. 

In the example that follows, conversion paths A, B, and C follow unique steps by media source. The number of steps for each is:

  • A: 3
  • B: 5
  • C: 3

CPAUnique-us_en.jpg

In determining that a conversion path is unique, it doesn't matter if the user encounters and touches the same media source multiple times consecutively (X2, X3, etc.), as shown in path C. What matters is the sequence of the steps. 

Conversion paths display once in the dashboard. The KPIs associated with the path contain the aggregate data of conversions following the specific path.

Touchpoints

The steps in a conversion path include the touchpoints the user interacts with until the conversion event. The touchpoints span multiple user devices and platforms including:

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

Path length is calculated as the number of steps. For example, Path C has 3 steps.

Path duration (days)
  • The number of days that elapse between the first touchpoint and the conversion event. For example, the conversion event occurs on January 31. A 10-day path duration means that the first touchpoint occurred on January 21. 
  • Maximum path duration: 30 days.

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Data freshness PBA daily

Using the dashboard

  • The paths to be analyzed are selected by setting the head filters being the conversion date range and other filter settings as needed. Once set, conversion paths display in the top converting paths table and conversion path charts. 
  • To analyze and compare paths, set the path filters.
  • Use the media display option to switch the display between media source, media type, and media channel.

Top converting paths chart

Element Description
Head filters

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Path filters

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  • Conversion events: Select the conversion events to include
  • Path length (steps): Select the number of steps: Select one, or more, or all lengths.

    CPA-FAQ1_us_en.png

  • Path duration (days)
    • Select multiple days, for example, 1, 3, and 7.
    • Selecting +10 includes durations of up to 30 days.
  • Include direct: Enable to include direct traffic.
Include direct 

When enabled, direct web visits are included in the conversion paths.

KPIs

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) 
Media display

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  • Switch the path conversion display between media source, media type, and media channel.
  • Use the different views to perform analysis from differing perspectives
  • Campaign level data is available by export. Click Export CSV to do so. 
Icons
  • Globe icon: Web visit(including on mobile web).
  • Apple icon:iOS (mobile) touchpoint (click/ impression)
  • Android icon: Android (mobile) touchpoint (click/ impression)
Media source

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Name of the media source reported

Media type

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Examples: Earned, paid, owned

Media channel

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Examples: Ad, organic search, referral

 Export CSV

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Export the conversion paths to a CSV file. 

Select the report to be exported:

  • Media source
  • Media type
  • Media channel
  • Campaign (this option is not available in the dashboard view)

Conversion Paths charts

Path distribution charts enable you to compare the performance of the different paths grouped by:

  • Path length: steps to conversion
  • Path duration: days to conversion
Conversion path charts
Element Description
Chart metrics

Chart metrics available:

  • Conversions: Number of conversions
  • Users: Unique users
  • Revenue: Total revenue
 Chart example

 Example: Path duration - days to conversion

CVAchart.jpg

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