> 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>

“ *热门路径* 在您的计划中，指最受欢迎的客户转化路径，或者客户在购买前互动的最常见触点序列。了解您的热门路径有助于您理解如何最佳 [归因](/brand/zh/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/credit-groups-explained.md) 为您的合作伙伴和在线营销渠道，以便您能够做出使收入最大化的营销决策。

#### 使用热门路径报告

“ [热门路径报告](/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/top-paths-report.md) 按时间顺序向您展示您的计划中最受欢迎的转化路径。

{% hint style="info" %}
**示例：** `付费搜索 → "合作伙伴 A" → 直接访问` 表示客户点击了您的付费搜索渠道链接，然后访问了合作伙伴 A 的网站，随后被引导到您的落地页并完成了购买。
{% endhint %}

此报告最适合用于调查您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，您可能会注意到某个合作伙伴始终作为一个 *引入方* 出现在某条转化路径上，但很少获得转化归因。热门路径报告会向您显示出现在该转化路径上的其他合作伙伴，以便您判断该 *引入方* 合作伙伴是否被其他合作伙伴抢走了归因。

热门路径报告仅显示 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，请将此报告用于调查您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="/files/4a63fc5bcea10f250c8c50d4ffb1359568713b44" 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，这样当他们处于客户旅程中的最后点击位置时，就可以获得归因并赚取付款。只有当您希望在某个渠道处于最后点击位置时抑制向合作伙伴支付报酬，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：** 如果您已为合作伙伴配置高级归因，则您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，请联系您的 CSM，讨论适合您渠道的最佳归因组配置。
{% endhint %}

简而言之，如果要将 Optimize 严格用作报告功能，请将所有非合作伙伴渠道保留为非首选。这样，您的渠道不会从合作伙伴那里抢走归因，但仍会显示在报告中，方便您查看哪些渠道对您的计划最有用。若要使用 Optimize 对付费渠道进行去重，请使用这 3 个归因组来设置您想要的归因优先级。

<div data-with-frame="true"><figure><img src="/files/241f2dfd4195493db499be27f716c70bc0729ef6" alt=""><figcaption></figcaption></figure></div>

#### 首点击归因如何影响归因组

[首点击归因](/brand/zh/what-would-you-like-to-learn-about/platform-features/tracking/credit-policies/first-click-credit-policy-explained.md) 会奖励在转化路径中带来首次点击的合作伙伴，而不是带来最后一次点击的合作伙伴。如果您为某种事件类型配置首点击归因，则只有 *合作伙伴* 可以获得归因——客户旅程中的任何渠道都不会赢得归因，即使它处于 *首选* 归因组。这是因为非由 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策略。首点击归因不允许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)


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