> 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* 在您的项目中，指的是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。了解您的主要路径有助于您理解如何最佳地 [积分](/brand/zh/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/credit-groups-explained.md) 利用您的合作伙伴和线上营销渠道，从而做出能够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) 按时间顺序显示您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` 这意味着客户先点击了您的付费搜索渠道链接，然后访问了 Partner A 的网站，接着被引导到您的落地页，并在那里完成了购买。
{% 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经常作为 *引介者* 转化路径中的一个环节，但很少获得转化功劳。Top Paths 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 *引介者* 该合作伙伴是否被其他合作伙伴抢走了功劳。

Top Paths 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，因此应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="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>

#### 分配信用组

默认情况下，impact.com 上的合作伙伴会被分配到首选信用组，以便当他们在客户旅程中处于最后点击位置时能够获得归因并获得付款。只有当您希望在某个渠道处于最后点击位置时不向合作伙伴支付报酬，才应将该渠道分配到首选信用组。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信用组，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信用组。

{% hint style="info" %}
**注意：** 如果您已为合作伙伴配置了高级归因设置，您的合作伙伴可能不会落入默认的首选信用组。若是如此，请联系您的 CSM，讨论适用于您渠道的最佳信用组配置。
{% endhint %}

简而言之，如果要仅将 Optimize 作为报告功能使用，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夺取功劳，但仍会显示在报告中，方便您查看哪些渠道对您的项目最有价值。如果要使用 Optimize 对付费渠道进行去重，请使用全部 3 个信用组来设置您想要的归因优先级。

<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信用组

[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) 会奖励在转化路径中促成首次点击的合作伙伴，而不是促成最后点击的合作伙伴。如果您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——客户旅程中的任何渠道都不会赢得功劳，即使它位于 *首选* 信用组中也是如此。这是因为非 impact.com 管理的线上渠道始终按最后点击归因方法处理。

{% 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)


---

# 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 dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter:

```
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=<endgoal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal.

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.