Conversion Path Analysis Using Segmentation and Intermediary Tracking
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing advertising management systems face challenges in accurately tracking and analyzing user interactions to determine conversion paths due to issues like cookie removal and biased reporting, which disrupts the collection of reliable performance data for advertisers.
Innovation Solution
A method and apparatus for analyzing conversion paths by receiving and processing user interaction data, segmenting interactions based on dimensional data, and generating groups of interactions preceding and following a conversion event to provide comprehensive data for advertisers, thereby enhancing the understanding of conversion cycles and advertisement performance.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If user actions are tracked using cookies over a period of time, then conversion path data can be collected, but if the cookie is removed during the period, accurate data collection is disrupted
Solution Approach 1:
The patent introduces multiple intermediary mechanisms to bridge the gap caused by cookie removal: (1) Using alternative tracking identifiers such as device IDs, advertising IDs, or email addresses as mediators when cookies are unavailable; (2) Introducing probabilistic matching algorithms as intermediaries to connect user actions across sessions when direct identification fails; (3) Using conversion models as mathematical intermediaries to estimate conversion paths when complete tracking data is missing
Solution Approach 2:
The patent implements beforehand cushioning by: (1) Collecting and storing multiple alternative identifiers beforehand so that when one tracking method fails (cookie removal), other pre-collected identifiers can take over; (2) Building redundant data collection pathways in advance, including server-to-server posting capabilities and alternative tracking pixels, so that if one pathway is blocked by cookie removal, other pre-established pathways remain available
2Quantity of substance
If all user actions are recorded to provide comprehensive conversion data, then more information is available for analysis, but the data contains numerous actions that may not contribute to conversions
Solution Approach 1:
The patent applies segmentation by: (1) Dividing user actions into segmented categories based on their conversion likelihood (high, medium, low probability actions); (2) Segmenting conversion paths into distinct stages (awareness, consideration, conversion) and analyzing actions within each stage separately; (3) Segmenting the data processing pipeline into filtering, weighting, and aggregation stages to progressively refine the data quality while maintaining comprehensive coverage
Solution Approach 2:
The patent uses parameter changes by: (1) Assigning different weight parameters to different user actions based on their likelihood of leading to conversion (e.g., cart addition weighted higher than page view); (2) Dynamically adjusting the contribution parameter of each action to the conversion metric based on contextual factors such as user behavior patterns, device type, and historical conversion rates; (3) Changing the aggregation parameter from simple counting to weighted summation or probabilistic modeling to better reflect the quality of conversion signals
3Measurement precision
If conversion paths are analyzed in detail to understand user interactions, then accurate performance measures can be generated, but processing the data involves numerous challenges and obstacles
Solution Approach 1:
The patent implements preliminary action by: (1) Pre-processing user interaction data to normalize formats, validate identifiers, and structure information before conversion path analysis; (2) Pre-computing conversion probabilities and action weights based on historical data so that real-time analysis only requires looking up pre-calculated parameters; (3) Pre-establishing conversion models and attribution rules beforehand, so that when conversion data arrives, the processing logic is already in place and does not require complex real-time decision-making
Solution Approach 2:
The patent uses copying by: (1) Creating simplified copies or representations of complex conversion paths that retain essential information for analysis while reducing computational complexity; (2) Using aggregated copies of conversion data at different levels of detail (individual user paths, segmented path categories, overall statistics) to enable analysis at multiple granularities without processing every single detailed path; (3) Implementing cache copies of frequently accessed conversion data and attribution rules to avoid repeated complex processing
Data Source
AI summary
A system and method that allows for dynamic conversion path exploration. Users can explore all their conversion paths and narrow events they want to investigate by prepending or appending events to the analysis view. In addition, users segment the neighboring events by one of the event dimensions (e.g., source, medium, campaign, keyword).