Conversion Path Analysis (Excel Files)

Author: George Reid
Date: 6th February 2025

Description

This Excel analysis tool uses data from the new Conversion Path Report. It identifies the role of different ad types in the customer conversion journey.
It also pulls new-to-brand (NTB) orders and sales data for Sponsored Products (SP) campaigns.
Combining these insights in the campaign report helps measure each ad type’s impact and reveals which ad-type combinations can improve performance.

Usage

1. Download or clone this repository.
2. Open the Excel file.
3. Import your campaign data into the “Raw Data” sheet.
4. Review pivot tables to see ad-type roles and NTB metrics.
5. Compare SP metrics to assess conversion impact.

Contributing

• Fork this repository if you plan to make updates.
• Submit your changes through a pull request.
• Include a description of changes and reference related issues where possible.

Licence

This project is covered by the MIT Licence. See LICENCE for details.