Short version: The sequence of touchpoints a person moves through from first contact to a conversion.
In campaign work, conversion path connects the marketing setup with a measurable business outcome. It can influence how budgets are allocated, how creative is judged, which audience is targeted, and what the team optimizes after launch. The same metric can mean different things depending on the offer, funnel stage, channel, and quality of the traffic.
The useful version is tied to context. A number, metric, or platform setting means little on its own unless it is compared with the objective, landing page, audience quality, and commercial result behind it. Strong performance work asks whether the activity is creating the right kind of demand, not only whether the dashboard looks active.
Related terms: Funnel, Customer journey, and Attribution.