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Borrowed from computing terms, path data contains information about a user's search behaviour, interests and visits. In marketing parlance, the ‘path to purchase’ concept is similar to a non-linear customer journey; the difference is trying to attribute the elements or touch- points which have had an impact on the journey. Was it the email? The pop-up offer on the website? Perhaps dark social (see Key Term) with a message from a friend? If the specific steps can be correctly attributed this means that greater investment can be made where needed.

Google, as a major seller of online advertising, was an early pioneer of sharing path to purchase data and provides free access to aggregate data, to inform marketers about latest trends and insights.