Conversion paths refer to the series of actions or steps that a website visitor takes to complete a specific goal, such as making a purchase, filling out a form, or subscribing to a newsletter.

In recent years, due to the increasing interest in online privacy protection, there has been a growing movement to restrict the use of "cookies" that store browsing history in web browsers. As a result, significant changes are undergoing in the data usage practices of advertising technology industry, such as the implementation of GDPR (General Data Protection Regulation) in the EU and restrictions on the use of third-party cookies in web browsers by IOS systems.