Conversion Paths Report Explained in Google Analytics Attribution

What is Conversion path?

A conversion path is a sequence of touchpoints (clicks, visits) with digital marketing channels during the 1 to 90 days period that leads to a conversion.

The period of 1 to 90 days prior to conversions is known as the lookback window.

What you can determine through conversion paths report?

Through the Conversion Paths report, you can understand your customers’ paths to conversion for a particular conversion type, conversion credit model (aka attribution model) and conversion path length.

How to use the Conversion paths report in Google Attribution?

In order to use the Conversion Paths report follow the steps below:

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

Step-2: Click on the ‘Conversions paths’ link on the left-hand side:

Conversions paths 1

The conversion paths report show total conversions and revenue for each conversion path:

conversion paths report show total conversions and revenue

By default, the Conversion Paths report is sorted by paths with the highest number of conversions. 

Click the down arrow next to ‘Conversions’ to sort the report by paths with the lowest number of conversions.

Click the down arrow
Click the up arrow

You can similarly sort the report by ‘Revenue’ metrics.

How to to see the Conversion Paths report for a particular conversion type?

By default, the Conversion Paths report shows data for all conversion types.

In order to see the Conversion Paths report for a particular conversion type, follow the steps below:

Step-1: Select your date range from the date picker drop-down menu:

Select your date range

Step-2: Click on the ‘Conversions’ drop-down menu:

Click on the conversions drop down menu

Step-3: Uncheck the box next to ‘ALL CONVERSION TYPES’:

Uncheck the
Uncheck the

Step-4: Select one or more conversion types for which you to see data in the Conversion Paths report:

Select one or more conversion type

Step-5: Click outside of the drop-down menu, somewhere on the Conversion Path report. This will close the drop-down menu and you will see the Conversion Paths report for your selected conversion:

one conversion type selected

How to change the settings of the Conversion Paths report?

You can change the settings of your Conversion Paths report by clicking on the ‘Edit report’ button on the top right-hand side:

Edit report

Once you clicked on the ‘Edit report’ button, you would see the ‘Report Settings’ panel:

Report Settings panel

Through the report settings panel you can:

  • Change the primary dimension used by the Conversion Paths report
  • You can show or hide the conversion credit score for each touchpoint in a conversion path
  • You can change the conversion credit model (aka attribution model) used by the Conversion Paths report
  • You can change the conversion path length

How to change the primary dimension used by the Conversion Paths report?

By default the Conversion Path report uses the ‘Analytics Channel’ (also known as ‘channel’) primary dimension:

Changing the primary dimension

You can change this primary dimension to ‘analytics campaign (or source/medium)’ by following the steps below:

Step-1: click on the ‘Edit report’ button.

Step-2: click on the ‘Analytics channel’ button:

Analytics channel
Analytics channel2

Step-3: Select the ‘analytics campaign (or source/medium)’:

analytics campaign

You guessed it right. There are only two primary dimensions available in attribution reports. 

Your Conversion Paths report would now look like the one below:

analytics campaign source medium 2

How to show or hide the conversion credit score for each touchpoint on a conversion path?

By default the Conversion Path report shows conversion credit score for each touchpoint in a conversion path:

conversion credit score

If you don’t want to see the conversion credit score for each touchpoint in a conversion path then click on the ‘Edit report’ button and then switch off the toggle button named ‘Show credit for Touchpoints’:

Show credit for Touchpoints

Following is an example of the Conversion Paths report that does not display conversion credit score for each touchpoint in a conversion path:

display conversion credit score for each touchpoint

How to change the attribution model used by the Conversion Paths report?

By default, the Conversion Paths report use the last click (non-direct) attribution model:

Changing the attribution model used by the Conversion Paths report

You can change this attribution model by clicking on the ‘Edit report’ button and then selecting a different model from the ‘Attribution model’ menu:

Attribution model menu
attribution models list

Another and faster way to change the attribution model is by clicking on the ‘Attribution model = Last click’ button’ from within the Conversion Paths report:

faster way to change the attribution model

How to change the conversion path length of the conversion paths report?

Path length (or conversion path length) is the length of a conversion path in terms of the number of touchpoints. 

For example, the following conversion path is made up of two touchpoints ‘organic search’ and ‘direct’:

following conversion path is made up of two touchpoints

Therefore the path length of this conversion path is two.

Similarly, the following conversion path is made up of six touchpoints:

following conversion path is made up of six touchpoints

Therefore the path length of this conversion path is six.

By default the Conversion Paths report show only the conversion paths which are made up of two or more touchpoints:

two or more touchpoints

To change the conversion path length follow the steps below:

Step-1: Click on the ‘Edit report’ button.

Step-2: Select an operator (equal to, not equal to, greater than, greater than or equal to, etc) from the ‘Path Length’ drop-down menu:

Select an operator
Select an operator 2

Step-3: Enter the number (which denotes conversion path size) in the touchpoint(s) box:

Enter the number which denotes conversion path size

Step-4: Click on the  ‘Apply’ button.

Another and faster way to change the conversion path length is by clicking on the button from within the conversion paths report:

faster way to change the conversion path length

How to search or filter in Conversion Paths report?

If you want to see only those conversion paths which include a particular touchpoint say ‘Organic Search’ then follow the steps below:

Step-1: Click the search icon (a magnifying glass that sits right below the date picker):

magnifying glass which sits right below the date picker

Step-2: Enter the text ‘Organic Search’ in the text box:

Organic Search

You should now see all the conversion paths which include ‘Organic Search’ touchpoint somewhere in the conversion path:

see all the conversion paths which include the Organic Search touchpoint

You can similarly filter out conversion paths which include ‘referral’ touchpoint somewhere in the conversion path:

filter out conversion paths which include ‘referral touchpoint
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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
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