What is the Path to conversion ?
A Path to Conversion report is a type of report that provides insights into the various steps or touchpoints that customers go through before making a purchase or completing a desired action on a website. It helps marketers to understand the customer journey and how different marketing channels and messages impact the customer’s decision-making process.
With Amazon Marketing Cloud, it is possible to measure the sequence and timing of customer interactions, providing valuable insights into the paths that shoppers take on their journey towards making a purchase. This platform allows for performance metrics to be associated with each interaction, enabling a more comprehensive evaluation of customer engagements. Unlike traditional methods that only attribute sales to the last click or view prior to purchase, Amazon Marketing Cloud offers a more nuanced approach that takes into account the entire customer journey. These capabilities are crucial in accurately analyzing the path to purchase and optimizing marketing strategies accordingly.
Some benefits of the path to conversion
- Provides valuable insights into how customers interact with a brand’s ads across multiple channels before making a purchase.
- Helps businesses understand how different marketing channels contribute to conversions.
- Identifies which channels are driving the most conversions and where to focus ad spend.
- Provides insights into how customers are interacting with ads, such as which ad formats are performing best and which messaging resonates most with customers.
- Helps optimize advertising efforts and improve ROI by providing valuable insights into the customer journey.
Purpose of the report
Path to Conversion by Campaign Groups is a feature of the Amazon Marketing Cloud platform that provides insights into the customer journey and the effectiveness of campaigns in driving conversions. This report provides a visual representation of the different stages in the customer journey, from initial engagement to conversion, and the impact of specific campaigns and strategies on each stage. Groups can be narrowed down further such as awareness and conversión.
This information can then be used to optimize campaigns, identify areas for improvement, and make more informed decisions about future marketing efforts. The report allows marketers to track and analyze key metrics, such as click-through rates, conversion rates, and customer engagement, for each Campaign Group, enabling them to measure the success of their campaigns and make data-driven decisions.
The report and selected fields identifies the most frequent campaign path, path with the highest conversion rate and path with higher NTB users. In this case we can see that users that take the path of DSP, SP and SB campaigns have a much smaller reach but a far higher conversion rate compared to users that only view one touch point.
Depending on the goal, decisions can be made from this data on how to drive brand and product discoverability for NTB users and optimise impression investment.