Shows the order, in which the ad media were used prior to the reach of a website goal.
Directly following accesses of the same ad media are aggregated.
A user uses the following ad media prior to the reach of a website goal:
Ad media A > Ad media A > Ad media B > Ad media A
The ad media path (aggregated) is:
Ad media A > Ad media B > Ad media A
If you only see a single ad media, this means, that no other ad media was tracked within the customer journey.
If you track multiple website goals, you should filter this analysis on one website goal.
Further information can be found in the training chapter Analyses 3 – Campaign Analyses.