> 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).

# 顶级路径说明

<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，请参考最受欢迎的客户转化路径，或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好地 [积分](/brand/zh/what-would-you-like-to-learn-about/platform-features/actions-and-payouts/credit-groups-explained.md) 对您的合作伙伴和在线营销渠道进行归因，从而帮助您做出能够最大化收入的营销决策。

#### 使用“Top Paths Report”

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) 可按时间顺序显示您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，并在该页面完成了购买。
{% 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 [Contribution 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 *Introducer* 出现在某条转化路径中，但很少获得转化归因。Top Paths Report 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 *Introducer* 合作伙伴是否被其他合作伙伴“窃取”了归因。

Top Paths Report 仅显示 9 步或更少的转化路径（*步骤* 包括点击和展示，如果有跟踪展示的话）。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 Preferred 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。如果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佣金，则该渠道才应被分配到 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：** 如果您已为合作伙伴配置了高级归因设置，那么您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，如果您只是将 Optimize 作为报告功能使用，请将所有非合作伙伴渠道保留为 Non-preferred。这样，您的渠道不会从合作伙伴那里抢走归因，但仍会出现在报告中，以便您查看哪些渠道对您的项目最有帮助。若要使用 Optimize 对付费渠道进行去重，请使用全部 3 个归因组来设置您希望的归因优先级。

<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) 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——即使客户旅程中的某个渠道处于 *优先* 归因组中，也不会获得归因。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政策。首点击归因不允许与非合作伙伴渠道进行去重，因此通常不建议使用。
{% endhint %}

#### 了解更多

* [创建一个 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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