The path to purchase is the sequence of encounters between recognizing a need and buying. The forks and merges across real paths matter more than one idealized route.
In the demo, fictional customers start with search, reviews, or a recommendation and converge on the same purchase. Compare entry channels with validation behavior to find missing information.
A last visit cannot explain the whole path. Device changes and offline encounters also leave gaps in observation.
When to use
Use it to study pre-purchase validation and movement between channels.