WEBVTT

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So path to conversion fits into the omnichannel mix because it allows

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you to actually take a look at every single channel touch point before a user

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makes a conversion.

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Path to conversion, it is very granular, where it breaks into all those

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different channels. However, sometimes manually optimizing based on these

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insights is quite difficult. So what omnichannel optimizations

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does is that it's taken the learnings from those path to conversion reports.

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It automatically allows me to optimize my channel paths to have

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higher channel overlap, which then is seeing lower CPAs and higher

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conversion rates. This is very different to traditional last

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touch CPA type reporting, where you only see

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correlation in the sense that you only see the last channel that

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caused that particular user to convert, whereas path to

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conversion, as like the name suggests, you actually see every single channel

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touch point before that user makes that conversion.