Conversion/Non-Conversion Comparison

At least one non-transitory computer readable storage medium encoded with processor-executable instructions that, when executed by at least one processor, perform a method for providing data related to conversion paths, the method comprising:

• receiving user interaction data, wherein the user interaction data specifies user interaction with content items and conversion items, wherein a conversion item is a user action that satisfies a predetermined conversion criteria;
• determining conversion path data from the user interaction data, the conversion path data for a plurality of conversion paths, wherein at least some conversion paths include a plurality of user interactions prior to a conversion event and a conversion event;
• determining non-conversion path data from the user interaction data, the non-conversion path data for a plurality of non-conversion paths, wherein at least some non-conversion paths include a plurality of user interactions related to a user not converting;
• determining, using a processor, a first distribution data that comprises a metric that is determined based on one or more events associated with the advertisement, wherein the one or more events occurred in the plurality of conversion paths;
• determining, using the processor, a second distribution data that comprises a metric that is determined based on one or more events related to a user not converting associated with the advertisement, wherein the one or more events occurred in the non-conversion paths;
• comparing the first distribution data to the second distribution data;
• and
• determining performance data that indicates whether the advertisement had an affect on the conversion event, based on the comparison of the first distribution data and the second distribution data.

An apparatus for providing data related to conversion paths, the apparatus comprising:

• at least one communications interface;
• at least one memory to store processor-executable instructions;
• and
• at least one processor communicatively coupled to the at least one communications interface and the at least one memory, wherein upon execution of the processor-executable instructions, the at least one processor:
• receives user interaction data, wherein the user interaction data specifies user interaction with content items and conversion items, wherein a conversion item is a user action that satisfies a predetermined conversion criteria;
• determines conversion path data from the user interaction data, the conversion path data for a plurality of conversion paths, wherein at least some conversion paths include a plurality of user interactions prior to a conversion event and a conversion event;
• determines non-conversion path data from the user interaction data, the non-conversion path data for a plurality of non-conversion paths, wherein at least some non-conversion paths include a plurality of user interactions related to a user not converting;
• determines, using a processor, a first distribution data that comprises a metric that is determined based on one or more events associated with the advertisement, wherein the one or more events occurred in the plurality of conversion paths;
• determines, using the processor, a second distribution data that comprises a metric that is determined based on one or more events related to a user not converting associated with the advertisement, wherein the one or more events occurred in the non-conversion paths;
• compares the first distribution data to the second distribution data;
• and
• determines performance data that indicates whether the advertisement had an affect on the conversion event, based on the comparison of the first distribution data and the second distribution data.