What is conversion paths?
Conversion paths are a great way to understand how your customers get converted by your touchpoints.
Which path drives the most conversions?
Which path drives the most conversion value?
Which path has the highest conversion rate?
Which path has the highest time to conversion?
When you set up your custom goals for specific products or pages, you will get the paths for these goals. It's super helpful to adjust your promotion tactics.
How should I use conversion paths?
Select your conversion goal.
Choose if you want to view the path at the campaign level or channel level.
Select the date range that conversions happened.
Determine the touchpoint's contribution by selecting the attribution model .
Different background colors indicate different channels.
Tips
The direct traffic will receive credit only if there is no any other touchpoint in a customer conversion path
A maximum of 50 touchpoints will be displayed.
The more data collected by Attribuly, the more accurate paths.
You may find less direct traffic as Attribuly collects more data
Understand how different channels drive customer journeys at every stage.
The Conversion Path Touchpoints visualization helps you move beyond simple "last-click" thinking by showing you exactly where each channel adds value in the customer journey.
What is Touchpoints Analysis?
This feature segments every customer interaction into three distinct stages based on its position in the conversion path:
1. Early Touchpoints (The Introducers)
* Definition: The first 25% of interactions in a path.
* Role: Brand awareness and discovery. These channels introduce new customers to your brand.
* Example: A user sees a Facebook Ad (Early) -> Clicks an Instagram Post (Mid) -> Searches on Google (Late) -> Buys.
2. Mid Touchpoints (The Nurturers)
* Definition: The middle 50% of interactions.
* Role: Engagement and consideration. These channels keep the brand top-of-mind.
* Note: Only appears in paths with 3 or more interactions.
3. Late Touchpoints (The Closers)
* Definition: The last 25% of interactions.
* Role: Conversion and sales. These are the final steps before a purchase.
* Note: If a path has only 1 interaction, it is credited 100% to the Late stage.
How to Use the Feature
1. Access the Report
Navigate to **Attribution > Conversion Path** in the main sidebar. The Touchpoints Analysis visualization is displayed at the top of the page, above the main data table.
2. Analyze the Distribution
* Visual Overview: The three charts (Early, Mid, Late) give you an immediate sense of your funnel's shape.
* Top Contributors: Each chart shows the top channels or campaigns driving that specific stage.
* Detailed Stats: Hover over any bar to see the exact conversion value and percentage contribution.
3. Get Deeper Insights (Tooltip)
Hover over the stage titles (e.g., "Early Touchpoints") to reveal a detailed summary card containing:
* **Total Value**: The total revenue or conversions attributed to this stage.
* **Channel Count**: How many unique channels are active in this stage.
* **Top 5 Contributors**: A ranked list of the best-performing channels for that stage.
* **Calculation Logic**: A transparent explanation of how the data is derived.
Common Scenarios & Actions
| Scenario | Insight | Recommended Action |
| :--- | :--- | :--- |
| **High Early, Low Late** | Channel is great at awareness but doesn't close sales. | Measure this channel by *traffic* and *new users*, not ROAS. Don't cut budget just because it has low last-click conversions. |
| **High Late, Low Early** | Channel is a strong closer (e.g., Branded Search, Retargeting). | Ensure you are maximizing impression share here to capture high-intent demand. |
| **Empty Mid Section** | Most customer journeys are short (1-2 steps). | Consider adding email flows or retargeting to nurture leads if you have a long sales cycle. |
FAQ
**Q: Why is the "Mid" section sometimes empty?**
A: The "Mid" stage requires a path length of at least 3 touchpoints. If most of your customers convert quickly (1 or 2 interactions), the Mid section will be empty.
**Q: How does this compare to Google Analytics 4?**
A: We use the exact same logic as GA4's "Key event attribution paths" report to ensure consistency with your other analytics tools.
**Q: Can I see this by Campaign instead of Channel?**
A: Yes! Use the "Dimension" filter at the top of the page to switch between **Channel** and **Campaign** views. The charts will update instantly.