> 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，或者客户在购买前与之互动的最常见接触点系列。了解你的最佳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) 利用你的合作伙伴和线上营销渠道，从而做出能最大化收入的营销决策。

#### 使用 Top Paths 报告

该 [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) 按时间顺序显示你的项目中最受欢迎的转化路径。

{% hint style="info" %}
**示例：** `付费搜索 → “Partner A” → 直接访问` 表示某位客户点击了你的付费搜索渠道链接，然后访问了 Partner A 的网站，接着被引导到你的落地页，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，比如 [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显示为 *引入者* 转化路径的一个接触点，但很少获得转化归因。Top Paths 报告会显示出出现在该转化路径上的其他合作伙伴，以便你判断该 *引入者* 合作伙伴是否被其他合作伙伴抢走了归因。

Top Paths 报告仅显示不超过 9 步的转化路径（*步骤* 如果跟踪了展示，则包括点击和展示）。由于并未捕获所有转化路径步骤，因此应使用此报告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="/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 Preferred 归因组，这样当他们位于客户旅程的最后点击位置时，就能获得归因并赚取收益。如果你希望在某个渠道处于最后点击位置时不向合作伙伴支付收益，则应仅将该渠道分配到 Preferred 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 Preferred 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 Non-Preferred 归因组。

{% hint style="info" %}
**注意：** 如果你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 Preferred 归因组。如果是这种情况，请联系你的 CSM，讨论适用于你渠道的最佳归因组配置。
{% endhint %}

简而言之，如果你只是将 Optimize 作为报告功能来使用，就将所有非合作伙伴渠道保留为 Non-preferred。这样，你的渠道不会从合作伙伴那里夺取归因，但仍会出现在报告中，方便你查看哪些渠道对你的项目最有价值。若要使用 Optimize 对付费渠道进行去重，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="/files/241f2dfd4195493db499be27f716c70bc0729ef6" 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) 奖励的是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。如果你为某种事件类型配置了首次点击归因，则只有 *合作伙伴* 可以获得归因——即使客户旅程中的其他渠道位于 *优先* 归因组中也不会赢得归因。这是因为非 impact.com 管理的线上渠道始终会按最后点击归因方法来考虑。

{% 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。首次点击归因不支持与非合作伙伴渠道去重，因此通常不推荐。
{% endhint %}

#### 了解更多

* [创建 Optimize Channel](/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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