Several new reports have been recently added to show additional information on how creatives, publishers, campaigns, etc. can impact your overall conversion rate even when the conversions are not attributed directly to the object itself. These new reports are achieved by storing and analyzing the actions prior to the last action taken by the visitor before they convert.
For example, this can reveal that while a campaign may not have many sales directly attributed to it, it may have initiated or influenced a large number of visitors to complete conversions, showing that it does contribute to your overall marketing efforts. Discontinuing such a campaign can prevent an event that would otherwise influence a user to convert from occurring, impacting the overall number of conversions completed. Without the use of conversion path tracking, this type of information would be unavailable, making it impossible to determine the reason for the change in the number of conversions tracked when a seemingly unrelated campaign is changed.