Combine UTM-tagged marketing activities with your AdRoll campaigns to capture all the different touchpoints on your customer's path to purchase.
Compare customer journeys to understand how different combinations of channels and campaigns impact business metrics, and make smarter marketing investments based on the entire journey — not a single channel.
Filter Common Conversion Paths by Platform
Use the filters at the top of the dashboard to limit the results to specific platforms you want to see the trails for.
AdRoll Connected TV in Conversion Paths
- AdRoll Connected TV (CTV) now appears as one of the platforms within Cross-Channel Attribution, separate from AdRoll Web. You'll see CTV's attributed and assisted conversions, and can view it as a labeled touchpoint in Pathways to understand how it contributes alongside your other channels.
- Currently available for AdRoll customers in the US, Canada, and Australia.
Sort Common Conversion Paths by Key Business Metrics
This is an aggregated view of your high-level conversion trails, organized into your most common conversion paths. You'll see the combination of UTM-sourced touchpoints your customers interact with before purchase.
You can easily surface top customer paths by Total Revenue, Average Order Value, Touches per Conversion, Time from First Touch, and Time from Last Touch.
Use the Order By dropdown to organize your conversion trails in ascending or descending order.
Review Highlights for Your Paths
The dashboard highlights the pathways where AdRoll was a touchpoint and the related conversions, the paths where it was the first touch, and common combinations — giving you insight into how AdRoll interacts with the rest of the platforms in your marketing mix.
Engagement to Conversion
For each conversion path, you'll see a corresponding visual with UTM-channel touchpoints occurring over the prior 30-day period (highlighted in the example image). The color blocks show where the concentration of click activity occurs across channels.
This heat-map representation lets you clearly see where click activity heats up, and how that triggers a reaction from your audience — whether that's visiting your site, clicking around, or making a purchase decision.
In the trail featured above, for example, you can see a high concentration of Facebook Social ad interactions toward the beginning of the path, followed by strong AdRoll engagement that ultimately pushes users to visit the website and convert.
Now that you have a consolidated view of how your channels work in tandem, you can start answering meaningful optimization questions like:
- What are we doing from a creative perspective?
- What are we doing from a messaging perspective, and does that align with the sequence of messages users are experiencing across touchpoints and channels?
Cross-Channel Conversion Trail Metric Definitions
| Metric | Definition |
|---|---|
| Conversions | Defined outcome or event, typically a purchase or order to be tracked. These are conversions you've previously created in the AdRoll Audience tab. |
| Touches | Collected UTM-source clicks to the site. |
| Revenue | Associated monetary value for each conversion or purchase. |
| Engagement to Conversion | UTM-channel touchpoints occurring over the prior 30-day period. Based on average first and last touchpoints per UTM channel and average frequency. The color indicates when typical touchpoints occurred. |
| Time from Last Touch | Average time from last tracked UTM-channel touchpoint. |
| Time from First Touch | Average time from first tracked UTM-channel touchpoint. |
| Sort by Average Order Value | Largest to smallest average order, or purchase, value for UTM-channel combinations. |
| Sort by Path Length | Longest to shortest average time from first tracked UTM-channel touchpoint. |
| Sort by Top Paths | Most common to least common UTM-channel combinations. |
| Sort by Last Touch | Shortest to longest average time from last tracked UTM-channel touchpoint. |
| Sort by Revenue | Highest to lowest revenue UTM-channel combinations. |