Analyze conversion paths
Three reports help you analyze conversion paths themselves, as opposed to the contribution of each channel:
- Top Conversion Paths
- Time Lag
- Path Length
These reports can help you understand how channels interact along a conversion path, and how long it takes for people to buy or convert. You can use Conversion Segments in conjunction with these reports.
The Top Conversion Paths report shows all of the unique conversion paths (i.e., sequences of channel interactions) that led to conversions, as well as the number of conversions from each path, and the value of those conversions. This allows you to see how channels interact along your conversion paths.
Each path populates the channels through which a user arrived during the lookback window, prior to each conversion the user completed.
- ABC (Conversion 1)
- ABCDE (Conversion 2)
As you look through the list of paths, you may find repeated patterns that give you insights into how to most effectively market across channels.
The channels in the path are labeled according to the MCF Channel Grouping by default, but you can change the labels by selecting a different Primary Dimension (above the paths table). For information on how channels are labeled in this report, read About Channels. This report also allows you to view data by channel grouping.
Conversion Path Length
The Time Lag report shows how many conversions resulted from conversion paths that were 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ days long. This can give you insight into the length of your online sales cycle. The Path Length report shows how many conversions resulted from conversion paths that contained 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ channel interactions.