Golden Paths
Last updated
Last updated
Marketing success often hinges on understanding the nuances of the customer journey, and marketers spend a ton of time analyzing what drives opportunities and conversions. And “what” can take the form of channels, mediums, and content, where timing and the audience all factor into success.
This is where our Golden Paths feature comes in, allowing you to visualize the most common and impactful paths your customers take, from initial touchpoints to closed won, or even expansion.
Golden Paths are the ideal sequences of steps taken through the attribution funnel. It helps you visualize multi-touchpoint customer journeys, identifying the sequence of channels or touchpoints that lead to a conversion. Instead of guessing or hypothesizing, you can now see a clear, data-backed map of your customers' most common paths as they progress towards deal creation or closed won.
Golden Paths is highly configurable. You can define:
The goal of your path (such as a conversion to “deal closed”)
An optional start goal of your path (such as "deal created")
The property to track (like channels or specific actions)
Path length, which limits the number of steps in the path (e.g., a three-step sequence from initial touchpoint to conversion)
Once configured, Golden Paths generates a detailed journey map that’s scored based on the frequency and impact of each path. Not only does this scoring reflect how popular a path is, but it also considers how much it improves your conversion rate, allowing you to focus on paths that are both prevalent and effective.
Golden Paths offers insights that might otherwise remain hidden. For example, you might discover that customers who interact first with organic social, then through organic search, are more likely to convert. This type of insight is invaluable—it helps you invest in channels that not only drive initial awareness but also encourage continued engagement and drive conversions.