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Conversion path report

Conversion path report is a report that shows the behavior of Internet users on ads leading to the conversion for conversions that occur under the account.

In this report, the user's behavior on ads and the campaign/ad group in which the ads where the behavior occurred are added are called "touchpoint". The "conversion path" is a time-series display of the points of contact leading up to conversion.
You can also check the number of ad display (viewable impression) in addition to clicks and video views. You can measure the contribution to conversions and brand awareness.

When your MCC account manages multiple accounts, up to three accounts can create the cross-campaign reach report.
Learn more details on "Create Conversion Path report by specifying multiple accounts" at this page bottom.

How to display a conversion path report

Steps

  1. Click the "Reports" (bar-graph icon) at the right top of the Campaign Management Tool.
  2. Select "Conversion path" on the displayed "Reports."
  3. Conversion path report screen appears. Set the following items for the report.

    * The relevant parts in the figure are displayed in alphabets.
    ・Type (A)
    You can specify the output unit of the report. You can select by campaign or by ad group.
    ・Lookback window (B)
    It is the period for which the conversion path is calculated. Set in the format of XX days from the time when the conversion occurred. Select from 30, 60, or 90 days.
    ・Viewable impressions (C)
    You can choose whether the report includes viewable impressions in the path or not. Select either "include" or "exclude".
    ・Exclude viewable impression (D)
    Check this option when excluding viewable impression from the path.
    ・Duration (E)
    You can select the period for reporting. Up to 90 days.
    Click the date part and select the reporting period from the displayed menu.
    ・Filter (F)
    You can narrow down the data by setting the filter conditions.
    Click the "Add" button and select the items to narrow down. Enter the conditions that appears after selecting the item, and click the "Apply."
    You can select the following items.
     -Campaign ID
     -Campaign name
     -Conversion setting
     -Ad group ID
     -Ad group name
    *"Ad group ID" and "Ad group name" appears when you select "Ad group" as Type.
  4. After selected all options, then click "View conversion path" (G) button.
  5. You can see the "Conversion path report."

The report shows the conversion path (the touchpoint that Internet users made before the conversion occurred), the number of conversions, and the value of the conversion. For each path, the touchpoints are displayed in chronological order from left to right, and the touchpoints that finally lead to conversion are displayed on the far right. You can view up to 20 touchpoints per path, going back to the touchpoints that led to the conversion.
To download reporting file in CSV format, click "Download (CSV)."

Note
  • The report duration vary depending on the items.
    Data after September 1, 2020:
     -Conversions (incl. view-through)
     -Conv. value (incl. view-through)
    Data after December 15, 2021:
     -Conversions
     -Conversions (via click)
     -View-through conversions
    The lookup duration is after August 1, 2020.
  • The "Conversions" item in the conversion path report will be calculated in a different way depending on the "Conversion action for optimization" setting of the campaign.
  • Conversion path report will reports the data up to the previous day. Therefore the reported number may not be the same to the number on the performance report that reports the data of the day.
  • Although you can display maximum of 20 contacts per conversion path, when the contacts are all viewable impressions with "Exclude viewable impressions" deselected, and the clicks and video views are counted before that contact, they won't be displayed on the conversion path report. Because of this, the numbers in the conversion path report and the performance report may differ.
  • If it takes a long time to get the report, please shorten the aggregation period and try again.

Create Conversion path report by specifying multiple accounts

When using MCC account, you can check conversion path reports by specifying multiple accounts. Specifying an account for aggregating conversions, you can select up to two accounts for the conversion path. Search Ad accounts can also be specified for aggregation.
When checking the report by specifying multiple accounts, you can access the reporting view from the user interface of your MCC account. Follow the steps below.

Steps

  1. Select MCC account on the Campaign Management Tool.
  2. Click "Reports" on the right top of the view of MCC account.
  3. You can check reports on the view. Follow the steps same to usual conversion path report.
    Also note when you creating a report including multiple accounts, the options "Track conversions for" (for aggregating and showing conversions) and "Include in path" can be seen. Select the account to be processed for each option.
Notes
  • The report duration vary depending on the items.
    Data after September 1, 2020:
     -Conversions (incl. view-through)
     -Conv. value (incl. view-through)
    Data after December 15, 2021:
     -Conversions
     -Conversions (via click)
     -View-through conversions
    The lookup duration is after August 1, 2020.
    It is the same when specifying Search Ads accounts. The maximum reporting period is 30 days.
  • The following restrictions apply when including and reporting Search Ads account.
    - Impressions measured by Search Ads are not viewable impressions, impressions will be displayed on the report.
    - Invalid clicks, etc. may be included in the reported numbers.
    - All conversions will be counted in the Conversion path report, even if you set "One" in the conversion tag of your Search Ads.

 

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