How do you know which URLs are closest to conversion?

Hi, I want to make sure I understand the question, so I am going to ask a few things.

Now, when you say "Conversion" I am going to assume you mean an Order.

So in your website, I am going to assume you have multiple ways to "add to cart", and you are trying to figure out what pages those "add to carts" happened from? That is at least what I believe you are asking, but maybe I am wrong....

But if it is, this could be different for each of the items you are purchasing... And while you could try to do some sort of participation model, I think this would be really hard to get clarity and specifics...

However, you may want to use a Merchandising eVar on your "Cart Addition" action (giving it a long running expiry, especially if people have a propensity to Add to Cart in one Visit, and Checkout in another Visit).

So let's use a simple example:

When I add Product A to my cart from a search page:

s.products = ";product a;;;;eVar1=search";

s.events = "scAdd";

And when I add Product B to my cart from the product listing page:

s.products = ";product b;;;;eVar1=product listing";

s.events = "scAdd";

Now, later when I make my purchase:

s.products = ";product a;1;9.99,;product b;1;2.49";

s.events = "purchase";

(You will notice that I am not populating eVar1 here, instead, I am relying on Adobe's attribution for this user to maintain the values that were set during the Add to Cart step.)

Now, let's say a different user added Product A from "Recommended Content" then made a purchase:

s.products = ";product a;;;;eVar1=recommended";

s.events = "scAdd";

Then:

s.products = ";product a;1;9.99";

s.events = "purchase";

The eVar1 value would propagate to the Order event (so long as the order was made within the expiry of eVar1 - which is why you might want to maintain the value longer than Visit based on user behaviours. You may event want to create a custom event that is triggered when a purchase is made or when a product is removed from the cart... and use that as the eVar expiry...  you wouldn't so much use this event for reporting, but solely as a the "Expire After" trigger for eVar1.

If this isn't what you are asking, maybe you are trying to do a "path to conversion"? You might then instead try using a time decay custom attribution model that will scale the order attribution stronger for more recently viewed pages over pages farther back in the history...