Adding more clarity to the new Conversion Path Report and how it can be utilized for daily optimizations.

Our team had an in-depth discussion and came up with some great insights.
We’re still brainstorming ways to leverage this report further by combining it with other data sources to improve campaign structure and optimization strategies.

Key Takeaways & Optimization Strategies

➡️Understanding Conversion Paths:

✅The Conversion Path Report provides a simplified view of the steps a shopper takes before purchasing, highlighting ad types like Sponsored Display, Sponsored Brands, and Sponsored Products.
✅By analyzing these paths, advertisers can identify which ad combinations or sequences lead to conversions and optimize budget allocation accordingly.

➡️Focus on New-to-Brand (NTB) Metrics:

✅NTB metrics are critical for understanding how campaigns attract new customers to the brand.
✅Use the report to identify campaigns driving the highest NTB sales. Allocate budgets strategically between NTB campaigns and those targeting repeat customers.

➡️Testing and Budget Allocation:

✅For paths starting or ending with specific ad types (e.g., Sponsored Display leading to Sponsored Products), test incremental budget shifts to see how it impacts conversions.
✅Weekly downloads of the report can track changes and refine spending based on performance.

➡️Avoid Duplication of Metrics:

✅NTB sales attribution is tied to the last ad touchpoint, reducing duplication risks.
✅Ensure unique data tracking by analyzing the last attribution path for NTB conversions.

➡️Combining Reports for Deeper Insights:

✅Merge Conversion Path data with Campaign Manager reports to analyze ACoS for individual paths and visualize sales contributions by ad type or strategy.

➡️Assigning Sales Weightage:

✅For paths involving multiple ad types, distribute sales proportionally:
100% for single ad types.
50% each for dual-touchpoint paths.
33% each for triple-touchpoint paths.
✅This helps estimate the true impact of each ad type on the conversion funnel.

➡️Dynamic Strategy Adjustment:

✅Monitor underperforming paths (e.g., Sponsored Display not leading to purchases) and reduce their budgets.
✅Reallocate to paths or combinations with higher sales or NTB contributions.

➡️Campaign Testing & Iteration:

✅Use the Conversion Path Report to experiment with ad types and paths weekly. Test different ad type combinations (e.g., Sponsored Brands → Sponsored Products → Purchase).
✅Adjust spend based on performance to identify effective strategies.