Conversion Path is the sequence of steps a visitor follows before completing a conversion.
It matters because more traffic is not always the answer. CRO and lead generation terms help teams improve the path from visitor to qualified opportunity, often producing more revenue from the same audience.
Example
A visitor clicks a search ad, reads the service page, opens the contact form and submits a request. Measuring those steps separately helps identify where progress stops instead of treating every visit as equally close to an inquiry.