{"id":10858,"date":"2025-04-09T17:58:28","date_gmt":"2025-04-09T17:58:28","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/reporting\/custom-reporting\/ip-conversion-pixel-path-to-conversion"},"modified":"2026-09-04T21:45:37","modified_gmt":"2026-09-04T21:45:37","slug":"path-to-conversion","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/reporting\/custom-reporting\/path-to-conversion","title":{"rendered":"Path To Conversion"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">There are two <strong>Path to Conversion<\/strong> report types available:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>IP Conversion Pixel: Path to Conversion<\/strong><\/li>\n\n\n\n<li><strong>Cookie: Path to Conversion<\/strong><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"970\" height=\"587\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/Screenshot-2025-12-08-083955.png\" alt=\"\" class=\"wp-image-12180\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/Screenshot-2025-12-08-083955.png 970w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/Screenshot-2025-12-08-083955-300x182.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/Screenshot-2025-12-08-083955-768x465.png 768w\" sizes=\"auto, (max-width: 970px) 100vw, 970px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>Path to Conversion<\/strong> report shows the Impression activity associated with users who later completed an IP- or Cookie-based conversion. It provides the sequence from an attributed Impression through the recorded conversion, allowing users to analyze the media, Creative, inventory, and other attributes associated with conversion activity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Key time fields include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Impression Time:<\/strong> The date and time the attributed Impression was served.\n<ul class=\"wp-block-list\">\n<li>The total number of \u2018imp_times\u2019 shows how many impressions were served to users who then converted, corresponding to the \u2018Attributed Imps\u2019 field in the IP Conversion Pixel metrics under the Advertiser.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Conversion Time:<\/strong> The date and time the associated conversion was recorded.\n<ul class=\"wp-block-list\">\n<li>The total number of unique \u2018conv_times\u2019 represents the total number of conversions or visits driven by the campaign, corresponding to the \u2018Total Convs\u2019 field in the IP Conversion Pixel metrics under the Advertiser.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Multiple Impressions may be associated with the same conversion. The report can therefore be used to evaluate the sequence of Impressions that occurred before a conversion and the fractional attribution assigned to each Impression.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Lookback Window<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The <strong>Lookback Window<\/strong> determines how far before each conversion Pontiac searches for eligible Impressions to include in the conversion path.<\/li>\n\n\n\n<li>By default, Path to Conversion reports use a <strong>30-day lookback window<\/strong>. Enter a custom Lookback Window when needed. <\/li>\n\n\n\n<li>For assistance with a longer Lookback Window, contact your Account Manager or reach out through the Help Center.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Create a Path to Conversion Report<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Navigate to <strong>Reporting &gt; Custom Reporting<\/strong>.<\/li>\n\n\n\n<li>Select <strong>New Custom Report<\/strong>.<\/li>\n\n\n\n<li>Select either:\n<ol class=\"wp-block-list\">\n<li>IP Conversion Pixel: Path to Conversion, or<\/li>\n\n\n\n<li>Cookie: Path to Conversion<\/li>\n<\/ol>\n<\/li>\n\n\n\n<li>Select the applicable Advertisers, Campaigns, Lines, and Pixels.<\/li>\n\n\n\n<li>Select the <strong>Start Date<\/strong> and <strong>End Date<\/strong>.<\/li>\n\n\n\n<li>Configure the applicable report settings, Dimensions, and Metrics.<\/li>\n\n\n\n<li>Select <strong>Save<\/strong>.<\/li>\n\n\n\n<li>Once the report has processed, select <strong>Download<\/strong> next to the report name.\n<ul class=\"wp-block-list\">\n<li>If Scheduled Automated Reports were selected, the report will be delivered via your chosen delivery method.<\/li>\n\n\n\n<li>Select Run Now to generate a current report and deliver it using the configured delivery method.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\">Report Settings<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Name:<\/strong> Enter a name for the report. <\/li>\n\n\n\n<li><strong>Schedule Automated Report:<\/strong> Enable this option to generate and deliver the report automatically on a recurring schedule. See <a href=\"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/reporting\/custom-reporting\/scheduled-reports\">Scheduled Reports<\/a> for setup details. <\/li>\n\n\n\n<li><strong>Advertiser ID:<\/strong> Select the Advertisers to include. By default, all Advertisers are included. <\/li>\n\n\n\n<li><strong>Campaign ID:<\/strong> Select the Campaigns to include. By default, all Campaigns under the selected Advertisers are included. <\/li>\n\n\n\n<li><strong>Line ID:<\/strong> Select the Lines to include. By default, all Lines under the selected Advertisers and Campaigns are included. <\/li>\n\n\n\n<li><strong>Pixel ID:<\/strong> Select the Pixels to include. By default, all applicable Pixels are included. <\/li>\n\n\n\n<li><strong>Start Date:<\/strong> Select the beginning of the Reporting Interval. <\/li>\n\n\n\n<li><strong>End Date:<\/strong> Select the end of the Reporting Interval. <\/li>\n\n\n\n<li><strong>Type:<\/strong> Select the applicable Path to Conversion report type. <\/li>\n\n\n\n<li><strong>Time Zone:<\/strong> Select the time zone used to generate the report. <\/li>\n\n\n\n<li><strong>Lookback Window:<\/strong> Select how far before each conversion Pontiac should look for eligible attributed Impressions. <\/li>\n\n\n\n<li><strong>Match on User Agent:<\/strong> When enabled, conversion matching also considers the User Agent. This may be useful for OLV or Display Campaigns where the Impression and conversion are expected to occur on the same device. <\/li>\n\n\n\n<li><strong>Dimensions:<\/strong> Select the categorical fields used to describe and group the conversion path. <\/li>\n\n\n\n<li><strong>Metrics:<\/strong> Select the quantitative values included in the report.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Dimensions<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Available Dimensions include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pixel ID:<\/strong> The unique Pontiac ID assigned to the Pixel associated with the conversion.<\/li>\n\n\n\n<li><strong>Pixel Name:<\/strong> The name of the Pixel associated with the conversion.<\/li>\n\n\n\n<li><strong>Conversion Time:<\/strong> The date and time the conversion was recorded.<\/li>\n\n\n\n<li><strong>Impression Time:<\/strong> The date and time the attributed Impression was served.<\/li>\n\n\n\n<li><strong>IP Address Truncated:<\/strong> A truncated version of the IP address associated with the activity.<\/li>\n\n\n\n<li><strong>IP Address Hashed:<\/strong> A hashed version of the IP address associated with the activity for privacy.<\/li>\n\n\n\n<li><strong>Home or Business:<\/strong> The residential or business classification associated with the IP address, when available.<\/li>\n\n\n\n<li><strong>Zip Code:<\/strong> The ZIP or postal code associated with the activity.<\/li>\n\n\n\n<li><strong>Site Domain:<\/strong> The website domain associated with the attributed Impression, when provided.<\/li>\n\n\n\n<li><strong>Exchange:<\/strong> The Exchange or SSP through which the attributed Impression was purchased.<\/li>\n\n\n\n<li><strong>Region\/State Code:<\/strong> The region or state code associated with the activity, such as <code>OR<\/code> or <code>NY<\/code>.<\/li>\n\n\n\n<li><strong>User ID:<\/strong> The user identifier associated with the conversion path, when available.<\/li>\n\n\n\n<li><strong>Advertiser ID:<\/strong> The unique Pontiac ID assigned to the Advertiser.<\/li>\n\n\n\n<li><strong>Advertiser Name:<\/strong> The name of the Advertiser.<\/li>\n\n\n\n<li><strong>Line ID:<\/strong> The unique Pontiac ID assigned to the Line associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Line Name:<\/strong> The name of the Line associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Device Type:<\/strong> The numeric device type value associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Creative ID:<\/strong> The unique Pontiac ID assigned to the Creative associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Creative Name:<\/strong> The name of the Creative associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>App Domain:<\/strong> The domain associated with the App inventory, when provided.<\/li>\n\n\n\n<li><strong>App Bundle:<\/strong> The App Bundle ID associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>App Name:<\/strong> The name of the App associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Order ID:<\/strong> The order or transaction identifier passed to the Pixel. This field is populated only when an Order ID value is dynamically passed with the Pixel request.<\/li>\n\n\n\n<li><strong>Order Value:<\/strong> The order or conversion value passed to the Pixel. This field is populated only when an Order Value is dynamically passed with the Pixel request.<\/li>\n\n\n\n<li><strong>Deal Name:<\/strong> The name of the Deal associated with the attributed Impression, when applicable.<\/li>\n\n\n\n<li><strong>Publisher Name:<\/strong> The publisher name associated with the attributed Impression, when available.<\/li>\n\n\n\n<li><strong>Content Network:<\/strong> The content network provided with the attributed Impression, when available.<\/li>\n\n\n\n<li><strong>Content Channel:<\/strong> The content channel provided with the attributed Impression, when available.<\/li>\n\n\n\n<li><strong>Content Series:<\/strong> The content series provided with the attributed Impression, when available.<\/li>\n\n\n\n<li><strong>Content Title:<\/strong> The content title provided with the attributed Impression, when available.<\/li>\n\n\n\n<li><strong>Content Genre:<\/strong> The content genre provided with the attributed Impression, when available.<\/li>\n\n\n\n<li><strong>Custom Variable 1:<\/strong> The value dynamically passed to the Pixel using <code>var1<\/code>, when provided.<\/li>\n\n\n\n<li><strong>Custom Variable 2:<\/strong> The value dynamically passed to the Pixel using <code>var2<\/code>, when provided.<\/li>\n\n\n\n<li><strong>Custom Variable 3:<\/strong> The value dynamically passed to the Pixel using <code>var3<\/code>, when provided.<\/li>\n\n\n\n<li><strong>Custom Variable 4:<\/strong> The value dynamically passed to the Pixel using <code>var4<\/code>, when provided.<\/li>\n\n\n\n<li><strong>Other Parameters:<\/strong> Additional parameter values associated with the Pixel request, when available.<\/li>\n\n\n\n<li><strong>Consumer ID:<\/strong> The Consumer ID dynamically passed to the Pixel, when provided.<\/li>\n\n\n\n<li><strong>Campaign ID:<\/strong> The unique Pontiac ID assigned to the Campaign associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Campaign Name:<\/strong> The name of the Campaign associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Conversion Date:<\/strong> The calendar date on which the conversion was recorded.<\/li>\n\n\n\n<li><strong>Impression Date:<\/strong> The calendar date on which the attributed Impression was served.<\/li>\n\n\n\n<li><strong>Operating System:<\/strong> The operating system associated with the device on which the attributed Impression was served.<\/li>\n\n\n\n<li><strong>Browser:<\/strong> The browser associated with the device on which the attributed Impression was served.<\/li>\n\n\n\n<li><strong>User Agent:<\/strong> The User Agent associated with the device or browser, when available.<\/li>\n\n\n\n<li><strong>Device Type Name:<\/strong> The human-readable name associated with the Device Type.<\/li>\n\n\n\n<li><strong>Inventory Type:<\/strong> The inventory environment associated with the attributed Impression.<\/li>\n\n\n\n<li><strong>Conversion Id:<\/strong> The identifier associated with the recorded conversion event.<\/li>\n\n\n\n<li><strong>Click:<\/strong> Indicates whether the attributed Impression was associated with a click event.\n<ul class=\"wp-block-list\">\n<li><code>1<\/code>: A click was associated with the attributed Impression.<\/li>\n\n\n\n<li><code>0<\/code>: No click was associated with the attributed Impression.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pixel Query String Parameters<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The following fields are populated from optional <strong>query string parameters<\/strong> passed when the Pixel fires. These values must be dynamically populated by the website, tag manager, or other Pixel implementation and will only appear in reporting when they are included in the Pixel request.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Order ID:<\/strong> The order or transaction identifier associated with the conversion, when provided. <\/li>\n\n\n\n<li><strong>Order Value:<\/strong> The order or conversion value associated with the conversion, when provided. <\/li>\n\n\n\n<li><strong>Custom Variable 1\u20134:<\/strong> Custom values associated with the conversion, when provided. <\/li>\n\n\n\n<li><strong>Consumer ID:<\/strong> The customer identifier associated with the conversion, when provided.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">See <a href=\"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/pixels\/query-string-macro-parameters\">Pixel Query String Parameters<\/a> for implementation details.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Metrics<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Available Metrics include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Fractional Attribution: The portion of a conversion credited to the Attributed Impression represented by the row. Conversion credit is divided evenly across all Impressions associated with that conversion.\n<ul class=\"wp-block-list\">\n<li>For example, if a conversion has <strong>9 attributed Impressions<\/strong>, each Impression receives approximately <code>0.111<\/code> Fractional Attribution (<code>1 \u00f7 9<\/code>). <\/li>\n\n\n\n<li>A value of <code>0.021<\/code> indicates that the Impression received approximately 1\/48 of the conversion credit. <\/li>\n\n\n\n<li>When Fractional Attribution is summed across all Impressions associated with the same conversion, the total should equal approximately <code>1<\/code>.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Fractional Conversion: The portion of an attributed Impression assigned to the conversion represented by the row. If the same Impression is associated with multiple conversions, the Impression is divided evenly across those conversions.\n<ul class=\"wp-block-list\">\n<li><code>1<\/code> indicates that the Impression is associated with one conversion. <\/li>\n\n\n\n<li><code>0.5<\/code> indicates that the Impression is associated with two conversions. <\/li>\n\n\n\n<li><code>0.333<\/code> indicates approximately three conversions. <\/li>\n\n\n\n<li><code>0.25<\/code> indicates four conversions. <\/li>\n\n\n\n<li><code>0.2<\/code> indicates five conversions.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Attributed Impressions: The number of attributed Impressions represented by the row. Because the Path to Conversion report is Impression-level, this value is typically 1 per row. Summing this column across the report provides the total number of Impressions attributed to conversions.<\/li>\n\n\n\n<li>Total Cost: The Total Cost associated with the attributed Impression represented by the row.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"971\" height=\"1024\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-971x1024.png\" alt=\"\" class=\"wp-image-15237\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-971x1024.png 971w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-284x300.png 284w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-768x810.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-16x16.png 16w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-18x18.png 18w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics-20x20.png 20w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/04\/pathtoconversionmetrics.png 1221w\" sizes=\"auto, (max-width: 971px) 100vw, 971px\" \/><\/figure>\n","protected":false},"author":17,"featured_media":0,"parent":10232,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_is_vendor_doc":"0","footnotes":""},"doc_tag":[],"class_list":["post-10858","docs","type-docs","status-publish","hentry","no-post-thumbnail"],"comment_count":0,"_links":{"self":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10858","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10858"}],"version-history":[{"count":19,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10858\/revisions"}],"predecessor-version":[{"id":15240,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10858\/revisions\/15240"}],"up":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10232"}],"next":[{"title":"IP Conversion Pixel: Page Visits","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/reporting\/custom-reporting\/ip-conversion-pixel-page-visits","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10874"}],"prev":[{"title":"Custom Report","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/reporting\/custom-reporting\/custom-report","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10844"}],"wp:attachment":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10858"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fdoc_tag&post=10858"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}