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conversion-path-analysis

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Maps out how users move through your funnel from first ad click to conversion. Identifies where the biggest drop-offs happen, which campaigns contribute most at each stage, and how long the typical conversion path takes across different audience segments. Platform: Google and Meta.

When to use

• When attribution feels murky and you need to understand the actual user journey
• Before making budget cuts to understand which "low-performing" campaigns assist conversions elsewhere
• When conversion lag is long (B2B, high-ticket ecommerce) and last-click data misleads
• During multi-channel strategy reviews

Skill page

Source