The Conversion Paths report in Campaign Manager 360 provides an interactive, in-UI view of the sequential touchpoints users take leading up to a conversion. By moving beyond standard last-interaction models, the report enables advertisers and agencies to evaluate full-funnel media performance, understand multi-touch customer journeys, and measure how upper-funnel formats assist lower-funnel outcomes.
On this page
On this page
Key benefits
- Interactive Full-Funnel Visualization: View top converting interaction sequences directly inside Campaign Manager 360 without needing to export raw event files or write custom SQL queries.
- Credit Upper-Funnel Media: Discover which channels, sites, campaigns, and creatives initiate and assist customer journeys before the final conversion.
- Integrated Modeled Conversions: View both observed and modeled conversions in your paths to get a holistic picture of campaign impact across environments with reduced cookie availability.
How to use the report
Access the report
"Conversion Paths" is located directly within the "Insights & Strategy" section of Campaign Manager 360.- Sign in to Campaign Manager 360.
- Navigate to Reporting.
- Under the "Insights & Strategy" section, select Conversion paths.
- In the configuration bar at the top of the page, define your report parameters:
- Floodlight configuration: Select the Floodlight configuration you want to evaluate.
- Date range: Choose a timeframe (defaults to the last 28 days; supports up to 90 days).
- Primary dimension: Select the dimension used to group interactions along each path.
Understand your data
Data on touchpoints and paths can provide you with valuable insights that allow you to make informed changes in your campaign strategy. Understanding the terminology involved will help you interpret this data.
Terminology- Touchpoints: Instances of user interaction, such as an impression or a click. The variety and frequency of touchpoints reveals customer journey complexity.
- Path: The sequence of touchpoints a user makes on the lead-up to a conversion
- Path length: The total number of touchpoints in a conversion path
- Path sequencing: The order of touchpoints in a path. You can gain insights by observing common sequences that lead to conversions.
- Top paths: The most frequent conversion paths
- Attribution model: A rule or set of rules that determine how credit for a conversion is assigned to different touchpoints on a path
- Conversions: The total number of completed Floodlight conversions associated with the given conversion path pattern.
- Revenue: The total monetary value generated by conversions on the path, based on variables captured by transaction Floodlight tags.
Supported dimensions and metrics
The Conversion Paths report visualizes the ordered sequences of ad exposures that culminated in a conversion event, paired with volume and value metrics. This report is compatible with the following dimensions and metrics:
Available Dimensions- Site (Default)
- Campaign
- Placement
- Advertiser
- Conversions
- Revenue
