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.
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
(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:
- My Apps > View brand bundles.
- Click Actions > People-based analytics.
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:
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.
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:
|Path length (steps)||
Path length is calculated as the number of steps. For example, Path C has 3 steps.
|Path duration (days)||
|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
When enabled, direct web visits are included in the conversion paths.
KPIs associated with the conversion path:
Name of the media source reported
Examples: Earned, paid, owned
Examples: Ad, organic search, referral
Export the conversion paths to a CSV file.
Select the report to be exported:
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
Chart metrics available:
Example: Path duration - days to conversion