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.


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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 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 touchpoints/acquisition channels are involved in the path to conversion?

Conversion path view in the dashboard


In the dashboard, marketers using the top converting paths chart, view the paths towards selected conversion events. They can filter the paths using dimensions like path length and path duration. For a given path, marketers can view: 

  1. Touchpoints in the path, including mobile clicks and impressions, as well as direct and non-direct web visits.
  2. Number of conversions.
  3. Total Revenue generated.
  4. Number of 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 have a unique media source sequence. In the figure that follows, conversion paths A, B, and C follow a unique series of media sources. The number of sources for each is:

  • A: 3
  • B: 5
  • C: 3


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

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

  • Conversion paths include all 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 (touchpoints)

Path length is calculated as the number of touchpoints. For example, Path C has six touchpoints.

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.


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


Path filters


  • Conversion events: Select the conversion events to include
  • Path length (touchpoints):
    • Select the number of touchpoints: Select one, or more, or all lengths. Note! The number of touchpoints is not the same as the number of sources, as shown in the following figure.


  • 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 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


  • 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. 
  • Globe icon: Web visit(including on mobile web).
  • Apple icon:iOS (mobile) touchpoint (click/ impression)
  • Android icon: Android (mobile) touchpoint (click/ impression)
Media source


Name of the media source reported

Media type


Examples: Earned, paid, owned

Media channel


Examples: Ad, organic search, referral

 Export CSV


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:

  • Number of touchpoints
  • Conversion duration.
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


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