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.
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. These include retargeting touchpoints.
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 in-app events to include as conversion events
- [Default] Revenue-generating events are automatically included
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 or acquisition channels are involved in the path to conversion?
To go to PBA dashboards:
- Go to People-Based Attribution. Click View brand bundles.
- Click PBA dashboard.
- Go to the Conversion Paths tab.
- View type
- Conversions path steps (each represents 1 or more touchpoints). They include mobile clicks, impressions, and direct and non-direct web visits.
- Current view: Conversion metric
- Current view: Generated revenue metric
- Current view: Unique users metric
The following conversion events are available:
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 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, and so on).
Conversion path steps include touchpoints the user interacted with up until the actual conversion event.
Touchpoints span multiple user devices and platforms including:
|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.
|Data freshness||PBA daily|
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
Use the filters to select the paths that you want to analyze.
Review the scenarios that follow to understand the main filter options relating to conversions and steps.
Example scenarios—setting filters associated with conversion and steps
Some filters can be associated with the components of the path. Path components are:
Their use is best illustrated by the scenarios that follow.
View paths whose conversion is attributed to Google Search
View paths where the media source of the first step is Google Search
View paths where the first media source is Google Search, the conversion is attributed to Google Search, and the user is located in South Africa at the time of the conversion
See the example scenarios; the media type filter operates similarly.
See the example scenarios; the media channel filter operates similarly.
See the example scenarios; the geo filter use is illustrated in scenario C in the previous section.
|Conversion events||Select 1 or more conversion events.|
|Path length (in steps)||
Select the required path lengths.
|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.
When enabled, direct web traffic is included in the conversion paths.
Click Export CSV to open a list of report types. Select a report type to get campaign-level data in a CSV file. The following options are available:
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)