Paid Search Advertising

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Path Length Report

The path length report in Google Analytics shows how many times a user interacted on your site to complete a final conversion. Generally speaking, the path length report follows the trend of the time lag report.

How can the Path Length Report help me to improve conversion rates?

Path Length reports show you how many conversions and how much revenue were generated by users who saw or clicked on your ads a given number of times. For example, if a user viewed or clicked on your ads three times before converting, that conversion is included among conversions with three interactions. (An impression followed by a click is counted as two separate interactions. Clicks on click trackers and Search Ads 360 are also counted as interactions.)

How can I use the Path Lenth Report?

You can use Path Length reports to help you understand what kind of frequency is most valuable for driving conversions. If you see that there’s a steep drop-off after the first or second interaction, you might want to use frequency caps to limit the number of times users see a given ad. On the other hand, if you’re seeing significant numbers of conversions or revenue for longer path lengths, you might consider saturation marketing techniques like exclusive homepage buys, where users are likely to see your ads repeatedly.

How to use multi-channel funnels to improve paid search?

A successful digital marketing program is based upon a solid understanding of how individual channels interact with each other. Therefore, the paid search must be looked at holistically as well. Simply measuring performance in a silo-based solely on direct performance undercuts the full value of PPC. Failure to understand paid search’s contribution to the entire digital marketing program could result in lost opportunity or worse, lead to scaling back an account at the very moment you should be scaling up. See full article for more details.

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