Your ad reports tell you which ad closed the sale. They don't tell you which one
By Andrew Bailiff · October 30, 2026 · Curated by George's Blog
Your ad reports tell you which ad closed the sale.
They don't tell you which one opened it.
The conversion path report in AMC gets you most of the way there. For each purchase path, it lists the ad types the customer touched along the way.
🔹 Last-touch view shows where sales were captured.
🔹 First-touch shows which ad types start the customer journey and lead to the sale.
If an ad type looks weak on last touch and strong on first touch, it's doing its job earlier in the journey.
Judge it there.