The Top Paths Report can show you the most popular conversion paths in one of your programs. The paths are shown chronologically (e.g., Paid Search → "Partner A" → Direct), which means a consumer selected a paid search link, then made their way to "Partner A's" site, then landed on your site and purchased something.
This report is best used to investigate trends you have found on other reports (i.e., the latency). The report shows you the order of the clicks and filters for conversion paths of 9 steps or less (steps include both clicks and impressions if impressions are tracked). Since not all the steps in conversion paths are captured in this report, do not rely on this report from a “total revenue” perspective.
This report is best used to investigate trends you have found in other reports, like the Interaction report or Contribution report.
For example, you may notice one partner consistently showing up as an Introducer to the path, but they are rarely credited with conversions. The Top Paths Report can show you other partners that show up on a particular consumer's conversion path to see if the Introducer partner is getting sniped of credit by your other partners.
Access the top paths report
From the left navigation bar, select
[Optimize].From the left navigation bar, select Funnels → Top Paths.
Under Top Paths, you can filter for the data you want to view. Select
[Search] when you have the filters in place that you want.View the Filter reference for more information.
If your report mentions an "Unknown Referral," then impact.com was not able to pinpoint where the sale originated or who drove the consumer to purchase something. This is likely due to the consumer going directly to your site to purchase what they want on a "fresh" browser that does not have impact.com's tracking cookie.
Note
The Top Paths Report only shows paths that include at least one interaction with one of your partners. If you want to see paths that do not necessarily include your partners (e.g., Email → Google AdWords → Direct), reach out to your CSM (or contact support).
Filter | Description |
Date Range | Filter data by when it was created. You can also compare two periods of time against each other. You can pull a maximum of 366 days of data. However, you can still perform Year-over-Year reporting by selecting compare to {Previous year}. If you want to pull more than 366 days of data, you will need to run the report multiple times with different date ranges. Data older than 2 years may be periodically archived. |
Insights Level | Select how you want to group together your consumer path insights for the report. |
Model | If you have consumer path models set up, select the specific model you want to view consumer path data for. |
Event Type | Select which event type you want to view consumer conversion paths for, or select All to view data for all your event types. |
Steps | Select which steps you want to view consumer data for. |
Participated | Select what partners you want to view consumer path data for. |
Introduced | Limit consumer path data to only the paths generated from particular partners. |
Influenced | Limit consumer path to only paths that particular partners contributed to. This can include introducing and closing partners. |
Closed | Limit consumer path data to only paths that particular partners closed, i.e., the last click. |
For more information, visit the Top Paths FAQ.