> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/top-paths-explained.md).

# 热门路径说明

<a href="https://pxa.impact.com/student/activity/1117602?sid=0c0e3e5c-54c9-4435-9bee-ebcdccb7f292&#x26;sid_i=0?utm_source=app.impact.com&#x26;utm_medium=owned-platform&#x26;utm_content=opt-350&#x26;utm_campaign=help-center" class="button primary">参加 PXA 课程</a>

该 *Top Paths* 在你的项目中，指最受欢迎的客户转化路径，或客户在购买前互动的最常见接触点系列。了解你最常见的路径有助于你理解如何最好地 [积分](/brand/zh/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/credit-groups-explained.md) 你的合作伙伴和在线营销渠道，从而做出能够最大化收入的营销决策。

#### 使用热门路径报告

该 [热门路径报表](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/top-paths-report.md) 按时间顺序显示你项目中最受欢迎的转化路径。

{% hint style="info" %}
**示例：** `付费搜索 → “合作伙伴 A” → 直接` 表示客户点击了你的付费搜索渠道链接，然后访问了合作伙伴 A 的网站，随后被引荐到你的落地页，并在那里完成了购买。
{% endhint %}

此报告最适合用于调查你在其他报告中发现的趋势，例如 [贡献报告](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/contribution-report.md)。例如，你可能会注意到某个合作伙伴始终作为 *引入方* 转化路径中的一个接触点出现，但很少获得转化归因。热门路径报告会显示出出现在该转化路径上的其他合作伙伴，以便你确定 *引入方* 该合作伙伴是否被其他合作伙伴剥夺了归因。

热门路径报告只显示 9 步或更少的转化路径（*步骤* 包括点击和展示（如果已跟踪展示）。由于并未捕获所有转化路径步骤，因此请将此报告用于调查你在其他报告中发现的趋势，而不是用于总收入分析。

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-43cae61ce36dedc9d0f8f4e31c75534fe20491b6%2F51b55da1f0c3fa82b7b2e5cce8b7bfea5c19798aed4491c962e2c393475e9c94.png?alt=media" alt=""><figcaption></figcaption></figure></div>

#### 分配归因组

默认情况下，impact.com 上的合作伙伴会被分配到首选归因组，以便当他们处于客户旅程的最后点击位置时能够获得归因并赚取佣金。只有在你希望在该渠道处于最后点击位置时抑制向合作伙伴支付佣金的情况下，才应将该渠道分配到首选归因组。品牌通常会将搜索、展示和付费社交等付费媒体渠道分配到首选归因组，而将自然搜索和自然社交等非付费媒体渠道分配到非首选归因组。

{% hint style="info" %}
**注意：** 如果你已为合作伙伴配置了高级归因，那么你的合作伙伴可能不会落入默认的首选归因组。如果是这种情况，请联系你的 CSM，讨论适合你的渠道的最佳归因组配置。
{% endhint %}

简而言之，如果要仅将 Optimize 用作报告功能，就将所有非合作伙伴渠道保留为非首选。这样，你的渠道就不会从合作伙伴那里夺走归因，但仍会出现在报告中，便于你了解哪些渠道对你的项目最有价值。若要使用 Optimize 对付费渠道去重，请使用全部 3 个归因组来设置你想要的归因优先级。

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-f3dc9667ab15dd458976bcb9c169b1bbba401e27%2F6ce509a47692504e720842253a52f738c0ac30bfd6762b51c778e8b32674438e.png?alt=media" alt=""><figcaption></figcaption></figure></div>

#### 首次点击归因如何影响归因组

[首次点击归因](/brand/zh/what-would-you-like-to-learn-about/platform-features/tracking/credit-policies/first-click-credit-policy-explained.md) 奖励在转化路径中推动首次点击的合作伙伴，而不是推动最后点击的合作伙伴。如果你为某种事件类型配置首次点击归因，则只有 *合作伙伴* 合作伙伴可以获得归因——即使客户旅程中的某个渠道位于 *首选* 归因组中，任何渠道都不会赢得归因。这是因为非 impact.com 管理的在线渠道始终被视为采用最后点击归因方法。

{% hint style="info" %}
**注意：** [最后点击归因](/brand/zh/what-would-you-like-to-learn-about/platform-features/tracking/credit-policies/last-click-credit-policy-explained.md) 是 impact.com 的默认且推荐的归因政策。首次点击归因不支持与非合作伙伴渠道去重，因此通常不建议使用。
{% endhint %}

#### 了解更多

* [创建 Optimize 渠道](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-channels/create-an-optimize-channel.md)
* [设置规则以识别渠道流量](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/set-up-rules-to-identify-channel-traffic.md)


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation by asking a question.

Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters:

```
GET https://help.impact.com/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/top-paths-explained.md?ask=<question>&goal=<user_goal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.