NestAds Pixel: Conversion Paths

In this article, you will learn about the Conversion Paths feature in NestAds app and how it works. Let’s get started now!

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What is NestAds Pixel: Conversion Paths?

Conversion paths feature visualizes how each ad platform impacts sales and the correlation between touchpoints in the aggregated customer journey.

This helps you easily assign every advertising platform into suitable stages of the marketing funnel and streamline relevant ad strategies for each platform.
Conversion Paths feature is currently located under the Pixel section in NestAds app.

How to use Conversion Paths feature?

To activate Conversion Paths feature, you need to configure three following settings:

Attribution window: This is a defined period during which events are tracked and attributed to an ad. You can select from 7, 14, 30 or 60 attribution window days.
First touch: Here you will select the first touchpoint of the conversion path
Timerange: Select a suitable period for data sorting.

Depending on your settings above, the conversion paths will showcase data accordingly.

Click:

Click 1: Where the customer journey begins (first click)
Click 2-5: Counting the journey until the final purchases

You can hover over each click to see the input and outcome of it as shown in the image below.

Stage:

Purchase: Total purchases made in that stage
Sales: Total sales in that particular stage
AOV: Average order value in that stage

Conclusion

The Conversion Paths report helps you identify the advertising platforms that contribute to driving users towards conversions. It provides insights into how credit for a conversion is distributed across these platforms, allowing you to understand the customer journey better. The more conversions your ad campaigns generate, the more detailed data you get in the Conversion Paths report.

By analyzing this data, you can gain a deeper understanding of your target audience’s behavior and optimize your advertising strategies for maximum impact.

Case study:

Timeframe: All purchase journeys completed within 1 month from 17/03 -16/04.

Attribution Window: Purchase journeys that occurred within a 7-day window.

First Touch: TikTok Ads

Total Clicks in First Touch Platform: The total number of clicks from the first touch Tiktok Ads resulted in purchases.

Line Thickness: The thickness of the line connecting blocks indicates the number of clicks. Thicker lines represent more clicks.

Insights:

By analyzing customer purchase journeys using filters to identify key purchase points, you can gain deeper behavioral insights.
The data indicates that most orders are generated from purchase journeys that start with first clicks on TikTok Ads. Optimizing TikTok Ads campaigns can further improve their performance.
Clicking on Facebook Ads may not directly generate many orders, but it can increase brand awareness and encourage users to click on future ad campaigns. Running awareness campaigns on Facebook can further amplify this effect.

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