Last Updated: May 20, 2022

What is Conversion Paths length?

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).

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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-1: Navigate to https://analytics.google.com/analytics/attribution/ 

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. 

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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:

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