Conversion path performance measures and reports

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing conversion path performance measures and reports. In one aspect, user interaction data are obtained, were the user interaction data specify user interactions for a plurality of conversions. User interactions that are associated with each conversion are selected from the user interaction data, where the associated user interactions for each conversion are user interactions with a converting user during the conversion cycle for the conversion. Using the user interaction data for the selected user interactions, a quantity of user interactions that are associated with each conversion and occurred during the conversion cycle for the conversion are determined. In turn, conversion path performance measures are computed and reports specifying the conversion path performance measures are generated.

1 . (canceled) 
     
     
         2 . A method performed by a data processing apparatus, the method comprising:
 identifying, from stored user interaction data, conversions that were performed by users;   for each of at least some of the conversions:
 determining, using the user interaction data, a number of user interactions that were performed by a user within a pre-specified period prior to the conversion by the user; 
 determining, for each of one or more different particular numbers of user interactions, a number of the conversions that were performed by a user after the user performed the particular number of user interactions; and 
 generating and providing a path length report that visually specifies the number of the conversions for at least one of the particular numbers, wherein the path length report is generated to include a selection control that modifies a type of user interaction used to generate the path length report. 
   
     
     
         3 . The method of  claim 2 , wherein determining the number of the user interactions comprises determining a quantity of content impressions to the user prior to the conversion. 
     
     
         4 . The method of  claim 2 , wherein determining the number of user interactions further comprises determining a quantity of user selections of content prior to the conversion. 
     
     
         5 . The method of  claim 2 , wherein determining the number of user interactions comprises determining a quantity of content impressions and a quantity of user selections occurring within a specified time period preceding a last user selection of content prior to the conversion. 
     
     
         6 . The method of  claim 2 , wherein generating the path length report comprises generating the path length report on a per keyword basis, wherein each keyword included in the path length report caused presentation of content that was first selected by the user that performed the conversion. 
     
     
         7 . The method of  claim 2 , wherein generating the path length report comprises generating a click path length measure that specifies a quantity of content selections that (i) were performed by users that performed conversions, and (ii) were performed by each given user among the users prior to the conversion performed by the given user. 
     
     
         8 . The method of  claim 2 , wherein generating the path length report comprises generating an impression path length measure that specifies a quantity of search queries that were submitted during the conversion cycle and match keywords that caused distribution of content. 
     
     
         9 . A system comprising:
 a data store storing user interaction data for a plurality of conversions that were performed by users; and   one or more computers configured to interact with the data store and further configured to perform operations comprising:
 identifying, from stored user interaction data, conversions that were performed by users; 
 for each of at least some of the conversions:
 determining, using the user interaction data, a number of user interactions that were performed by a user within a pre-specified period prior to the conversion by the user; 
 determining, for each of one or more different particular numbers of user interactions, a number of the conversions that were performed by a user after the user performed the particular number of user interactions; and 
 generating and providing a path length report that visually specifies the number of the conversions for at least one of the particular numbers, wherein the path length report is generated to include a selection control that modifies a type of user interaction used to generate the path length report. 
 
   
     
     
         10 . The system of  claim 9 , wherein determining the number of the user interactions comprises determining a quantity of content impressions to the user prior to the conversion. 
     
     
         11 . The system of  claim 9 , wherein determining the number of user interactions further comprises determining a quantity of user selections of content prior to the conversion. 
     
     
         12 . The system of  claim 9 , wherein determining the number of user interactions comprises determining a quantity of content impressions and a quantity of user selections occurring within a specified time period preceding a last user selection of content prior to the conversion. 
     
     
         13 . The system of  claim 9 , wherein generating the path length report comprises generating the path length report on a per keyword basis, wherein each keyword included in the path length report caused presentation of content that was first selected by the user that performed the conversion. 
     
     
         14 . The system of  claim 9 , wherein generating the path length report comprises generating a click path length measure that specifies a quantity of content selections that (i) were performed by users that performed conversions, and (ii) were performed by each given user among the users prior to the conversion performed by the given user. 
     
     
         15 . The system of  claim 9 , wherein generating the path length report comprises generating an impression path length measure that specifies a quantity of search queries that were submitted during the conversion cycle and match keywords that caused distribution of content. 
     
     
         16 . Non-transitory computer readable media storing instructions that, upon execution by one or more data processing apparatus, cause the one or more data processing apparatus to perform operations comprising:
 identifying, from stored user interaction data, conversions that were performed by users;   for each of at least some of the conversions:
 determining, using the user interaction data, a number of user interactions that were performed by a user within a pre-specified period prior to the conversion by the user; 
 determining, for each of one or more different particular numbers of user interactions, a number of the conversions that were performed by a user after the user performed the particular number of user interactions; and 
 generating and providing a path length report that visually specifies the number of the conversions for at least one of the particular numbers, wherein the path length report is generated to include a selection control that modifies a type of user interaction used to generate the path length report. 
   
     
     
         17 . The non-transitory computer readable media of  claim 16 , wherein determining the number of the user interactions comprises determining a quantity of content impressions to the user prior to the conversion. 
     
     
         18 . The non-transitory computer readable media of  claim 16 , wherein determining the number of user interactions further comprises determining a quantity of user selections of content prior to the conversion. 
     
     
         19 . The non-transitory computer readable media of  claim 16 , wherein determining the number of user interactions comprises determining a quantity of content impressions and a quantity of user selections occurring within a specified time period preceding a last user selection of content prior to the conversion. 
     
     
         20 . The non-transitory computer readable media of  claim 16 , wherein generating the path length report comprises generating the path length report on a per keyword basis, wherein each keyword included in the path length report caused presentation of content that was first selected by the user that performed the conversion. 
     
     
         21 . The non-transitory computer readable media of  claim 16 , wherein generating the path length report comprises generating a click path length measure that specifies a quantity of content selections that (i) were performed by users that performed conversions, and (ii) were performed by each given user among the users prior to the conversion performed by the given user.