Path to purchase

How long customers take to buy, how many visits it takes, and which source found them versus which one closed the sale.

The Path to purchase card on the Revenue page follows every customer back from their first purchase to their first visit.

• Time to buy and visits before buying: medians, and how they spread out, from "same visit" to "3+ months".
• Brought them in vs. credited with the sale: a flow from the source of each customer's first visit to the source the sale is credited to. It shows when X finds people and Google closes the sale.
• Pages they saw before paying, as a share of customers ("99% saw /pricing").
• The visit they bought in: the most common page paths that ended in a sale.
• By first source: customers, time to buy, visits and revenue for each source that found them, with Impulse and Slow burner badges.

Each customer counts once, at their first purchase: renewals and repeat orders aren't a new decision to buy. Sales need to be linked to a visitor (see Sources & attribution).