Challenges Discover how onsite actions correlate to conversions Allow for multiple conversion sources to by pulled into one platform Optimize the path-to-conversion Solutions Placed Kenshoo pixel on site to bring in richer path-to-conversion data Implemented Bid to Custom Metrics policy to drive conversions Results Uncovered client-side data issues by comparing to more accurate, Kenshoo path-to-conversion data Discovered that higher funnel search terms are being undervalued using last-click optimization