Growth Paths

A data-driven attribution and journey analytics solution that maps the full customer path to conversion across digital touchpoints: paid, organic, web and app. It goes beyond last-click reporting to:

• identify which channels open, assist and close conversions;
• measure real contribution using advanced attribution models;
• quantify synergy (halo effects) between channels;
• estimate optimal frequency and conversion windows;
• reveal page-level and product-level performance within the journey.

Because modern customer journeys are long (median conversion windows exceeding one month in many categories), multi-step (up to 10+ touchpoints in high-consideration categories), cross-device (mobile, desktop, app interactions), non-linear (channels assist more often than they close).

Last-touch reporting over-credits closing channels (e.g., search, direct) and underestimates upper-funnel drivers (e.g., programmatic, social, display).

Growth Path uncovers the real drivers of conversion, providing: 

• full journey transparency – understand who opens the path, who nurtures it and who closes it, across web and app;
• channel synergy mapping – identify interaction effects (e.g., performance search + programmatic increasing conversion probability significantly when combined);
• optimal frequency calibration – move from “more exposure” to “right exposure” by estimating frequency levels that maximize conversion probability per channel;
• conversion window insight – align media pressure and retargeting strategy with real decision timelines (short vs. long consideration products);
• page-level & product-level intelligence – see which product pages and forms truly drive conversions for each category;
• budget efficiency optimization – identify high-efficiency vs. high-volume channels and rebalance investments accordingly;
• cross-device & cross-product attribution – capture the real impact of mobile vs. desktop and detect cross-category influences (e.g., health page exposure influencing other product conversions).

Depending on category and maturity level, companies typically achieve:

• clear identification of supportive versus closing channels;
• improved media allocation based on incremental contribution;
• increased conversion probability through frequency optimization;
• better product-page prioritization and UX focus;
• reduced budget waste from over-attributed last-touch channels;
• stronger synergy activation between awareness and performance media;
• higher conversion efficiency without increasing total spend.