The conversion path length is the number of touchpoints to conversions.
So if ‘touchpoints to conversion’ is reported as 1 then it means the conversion path is made up of just one touchpoint.
Similarly, if ‘touchpoints to conversion’ is reported as 4 then it means the conversion path is made up of four touchpoints.
The factor which determines the conversion paths length
The length of the conversion path depends upon the amount of buying consideration involved.
Purchases that require the least amount of buying consideration (like buying a toothpaste) tend to have short conversion paths (paths with just a couple of touchpoints).
Purchases that require a lot of buying consideration (like buying a property) tend to have long conversion paths (paths with a lot of touchpoints).
What is the Conversion Paths length report in Attribution BETA?
As the name suggests through the ‘conversion path length’ report, you can determine the length of your conversion paths for one or more selected conversion types.
The ‘conversion path length’ report is similar to the ‘Path Length’ report you see in GA multi-channel funnels.
Through the Conversion Path Length report, you can determine the number of touchpoints it takes for users to convert on your website.
A touchpoint is exposure to a marketing channel. The following are examples of touchpoints: visits, clicks, impressions, etc.
How to use the Conversion Paths length report?
In order to use the Conversion Path Length report follow the steps below:
Step-2: Click on the ‘Conversions Path Length’ link on the left-hand side:
The top row of the Conversion Path Length report provides an overview of the number of touchpoints (clicks) it takes for users to complete selected conversion type(s) on your website.
The top row shows not only the average path length for selected conversion type(s) but also the total number of conversions, total revenue, and two blue bar charts.
The two blue bar charts represent the percentage of total conversions and the percentage of total revenue.
All rows other than the top row, show total conversions, total revenue and the two blue bar charts for each path length of the selected conversion type(s).
The Conversion Path Length report is sorted by path length (i.e. ‘touchpoints to conversion’) and you can not change the sort order.
Note (1): By default, the Conversion Path Length report shows data for all conversion types. In order to see the conversion path length report for a particular conversion type, select the conversion type from the drop-down menu:
Note (2): The Conversion Path Length report displays a maximum path length of 100 touchpoints (clicks).
Note (3): The Conversion Path Length report considers only clicks as touchpoints. It does not take ‘ad impressions’ into account.
How to change the settings of conversion path length report?
You can change the settings of your conversion path length report by clicking on the ‘Edit report’ button on the top right-hand side:
Once you clicked on the ‘Edit report’ button, you would see the ‘Report Settings’ panel:
Include direct: Use this setting if you want the Conversion Path Length report to include direct visits on the conversion path when doing path length calculation. By default, the Conversion Path Length report includes direct visits on the conversion paths.
Exclude direct: Use this setting if you want the Conversion Path Length report to exclude direct visits on the conversion path when doing path length calculation.
You can also change the ‘Touchpoints to conversion’ settings by clicking on the ‘Touchpoints to conversion = “ button:
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
About the Author
Himanshu Sharma
Founder, OptimizeSmart.com
Over 15 years of experience in digital analytics and marketing
Author of four best-selling books on digital analytics and conversion optimization
Nominated for Digital Analytics Association Awards for Excellence
Runs one of the most popular blogs in the world on digital analytics
Consultant to countless small and big businesses over the decade
