Question: An advertiser wants to evaluate the full sequence of ad exposures (display, video, and search) that led a user to a purchase. Which report provides this holistic view of the consumer journey?
- Path to Conversion Report
- Standard Report
- Reach Report
- Verification Report
Explanation
Path to Conversion Report shows the sequence of ad exposures that occurred before a Floodlight conversion. It includes both impressions and clicks in the user’s path, not only the final attributed interaction. This makes it appropriate for evaluating how display, video, and search touchpoints contributed before purchase. The report is specifically designed to reveal the longer conversion path across media interactions.
Why the other options are incorrect
Verification Report focuses on delivery quality signals, not the sequence of exposures before conversion.
Standard Report summarizes campaign delivery and performance but does not show the full exposure path.
Reach Report measures unique reach and frequency, not conversion journey sequencing.
Source for verification
https://support.google.com/campaignmanager/answer/2823644?hl=en
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