Conversion path performance measures and reports

Patent metadata

Field	Value
Publication number	US-11544739-B1
Application number	US-202017107562-A
Country	US
Kind code	B1
Filing date	Nov 30, 2020
Priority date	Mar 23, 2010
Publication date	Jan 3, 2023
Grant date	Jan 3, 2023

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.

First claim

The invention claimed is:

1. 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 particular conversion among at least some of the conversions:
determining, using the user interaction data, a set of user interactions that were performed by a user within a pre-specified period prior to the particular conversion by the user, wherein the interaction data specifies different content with which each of the user interactions occurred prior to the particular conversion; and
creating, for the particular conversion, a conversion path specifying a temporal order in which the user interactions with the different content occurred prior to the conversion;
generating, for the conversion, a graphical representation depicting the temporal order in which the user interactions with the different content occurred;

determining, based on the user interaction data, a total number of conversions that have the conversion path of the particular conversion;
generating and providing a top paths report that visually presents (i) the graphical representation depicting the order in which the user interactions with the different content occurred and (ii) the total number of conversions that have the conversion path of the particular conversion.

2. The method of claim 1 , wherein determining a conversion path specifying a temporal order in which the user interactions with the different content occurred comprises determining different keywords that triggered presentation of the different content when the interaction with the different content occurred.

3. The method of claim 2 , wherein generating a graphical representation depicting the temporal order in which the user interactions with the different content occurred comprises generating a graphical representation of the temporal order of the keywords that triggered presentation of the different content when the interaction with the different content occurred.

4. The method of claim 3 , wherein generating a graphical representation depicting the temporal order in which the user interactions with the different content occurred, comprises:
generating a first graphical representation depicting the temporal order in which keywords triggered presentation of the different content irrespective of whether the presentation resulted in a click by a user; and
generating a second graphical representation depicting the temporal order in which keywords triggered presentation of the different content and the presentation resulted in a click by a user.

5. The method of claim 4 , further comprising providing, within a user interface, a control that enables a user to toggle between presentation of the first graphical representation within the user interface and presentation of the second graphical representation within the user interface.

6. The method of claim 5 , further comprising, including within the user interface, a date range selection control that enables modification of a time period within which the conversions must have occurred.

7. A non-transitory computer readable medium storing instructions that, when executed by one or more processors, cause the one or more processors to perform operations comprising:
identifying, from stored user interaction data, conversions that were performed by users;
for each particular conversion among at least some of the conversions:
determining, using the user interaction data, a set of user interactions that were performed by a user within a pre-specified period prior to the particular conversion by the user, wherein the interaction data specifies different content with which each of the user interactions occurred prior to the particular conversion; and
creating, for the particular conversion, a conversion path specifying a temporal order in which the user interactions with the different content occurred prior to the conversion;
generating, for the conversion, a graphical representation depicting the temporal order in which the user interactions with the different content occurred;

determining, based on the user interaction data, a total number of conversions that have the path of the particular conversion;
generating and providing a top paths report that visually presents (i) the graphical representation depicting the order in which the user interactions with the different content occurred and (ii) the total number of conversions that have the conversion path of the particular conversion.

8. The non-transitory computer readable medium of claim 7 , wherein determining a conversion path specifying a temporal order in which the user interactions with the different content occurred comprises determining different keywords that triggered presentation of the different content when the interaction with the different content occurred.

9. The non-transitory computer readable medium of claim 8 , wherein generating a graphical representation depicting the temporal order in which the user interactions with the different content occurred comprises generating a graphical representation of the temporal order of the keywords that triggered presentation of the different content when the interaction with the different content occurred.

10. The non-transitory computer readable medium of claim 9 , wherein generating a graphical representation depicting the temporal order in which the user interactions with the different content occurred, comprises:
generating a first graphical representation depicting the temporal order in which keywords triggered presentation of the different content irrespective of whether the presentation resulted in a click by a user; and
generating a second graphical representation depicting the temporal order in which keywords triggered presentation of the different content and the presentation resulted in a click by a user.

11. The non-transitory computer readable medium of claim 10 , wherein the instructions cause the one or more processors to perform operations further comprising providing, within a user interface, a control that enables a user to toggle between presentation of the first graphical representation within the user interface and presentation of the second graphical representation within the user interface.

12. The non-transitory computer readable medium of claim 11 , wherein the instructions cause the one or more processors to perform operations further comprising, including within the user interface, a date range selection control that enables modification of a time period within which the conversions must have occurred.

13. A system comprising:
one or more data storage devices storing instructions;
one or more processors configured to interact with the one or more data storage devices and execute instructions that cause the one or more processors to perform operations comprising:
identifying, from stored user interaction data, conversions that were performed by users;
for each particular conversion among at least some of the conversions:
determining, using the user interaction data, a set of user interactions that were performed by a user within a pre-specified period prior to the particular conversion by the user, wherein the interaction data specifies different content with which each of the user interactions occurred prior to the particular conversion; and
creating, for the particular conversion, a conversion path specifying a temporal order in which the user interactions with the different content occurred prior to the conversion;
generating, for the conversion, a graphical representation depicting the temporal order in which the user interactions

Assignees

• Google Llc

Inventors

• Hsiao Sissie Ling-Ie
• Cai Chao
• Ewald Eric W
• Tangney Cameron M
• Walker Ii Robert A
• Tulsi Japjit
• Lei Ming
• He Zhimin

Classifications

• G06Q30/02

  Marketing; Price estimation or determination; Fundraising · CPC title

• G06Q30/0243

  Comparative campaigns · CPC title

• G06Q30/0256

  User search · CPC title

• G06Q30/0283

  Price estimation or determination · CPC title

• G06Q30/0242

  Determining effectiveness of advertisements · CPC title