Conversion Paths Report Explained in Google Analytics Attribution

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.

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.

In order to access 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:

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

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.

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

Get the E-book (52 Pages)

Get the E-Book (37 Pages)

Conversion Paths report for a 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:

Step-2: Click on the conversions drop-down menu:

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

Step-4: Select one or more conversion type for which you to see data in the conversion paths report:

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:

Conversion Paths report settings

You can change the settings of your Conversion Paths 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:

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

Changing 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:

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:

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

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:

Showing or hiding the conversion credit score for each touchpoint in a conversion path

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

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’:

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

Changing the conversion credit model (aka attribution model) used by the Conversion Paths report

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

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

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

Changing the conversion path length 

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’:

Therefore the path length of this conversion path is two.

Similarly, the 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:

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:

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

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:

Searching/filtering 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 which sits right below the date picker):

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

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

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

Related Articles

Other articles on Attribution Modelling

  1. How to analyse and report the true value of your SEO Campaign
  2. How to valuate Display Advertising through Attribution Modelling
  3. Understanding Shopping Carts for Analytics and Conversion Optimization
  4. 6 Keys to Digital Success in Attribution Modelling
  5. Google Analytics Attribution Modeling Tutorial
  6. How to Measure and Improve the Quality of SEO Traffic through Google Analytics
  7. How to explain attribution modelling to your clients
  8. Default and Custom Attribution Models in Google Analytics
  9. Understanding Missing Touchpoints in Attribution Modelling
  10. What You Should Know about Historical Data in Web Analytics
  11. Model Comparison Report Explained in Google Analytics Attribution
  12. Data-Driven Attribution Model in Google Analytics – Tutorial
  13. Conversion Lag Report Explained in Google Analytics Attribution
  14. Selecting the Best Attribution Model for Inbound Marketing
  15. How to do ROI Analysis in Google Analytics
  16. Conversion Credit Models Guide – Google Analytics Attribution
  17. Introduction to Nonline Analytics – True Multi Channel Analytics
  18. Conversion Types Explained in Google Analytics Attribution
  19. Attribution Channels Explained in Google Analytics Attribution
  20. Differences Between Google Attribution & Multi-Channel Funnel Reports
  21. Introduction to TV Attribution in Google Analytics Attribution 360
  22. Conversion Credit Distribution for Attribution Models in Google Analytics
  23. Conversion Paths Report Explained in Google Analytics Attribution
  24. Attribution Model Comparison Tool in Google Analytics
  25. Touchpoint Analysis in Google Analytics Attribution Modelling
  26. Attributed Conversions & Attributed Revenue Explained in Google Attribution
  27. Which Attribution Model to use in Google Analytics?
  28. Google Attribution Access and User Permissions – Tutorial
  29. Conversion Path Length Report Explained in Google Analytics Attribution
  30. How to set up a data-driven attribution model in Google Analytics
  31. View-Through Conversion Tracking in Google Analytics
  32. Offline Conversion Tracking in Google Analytics – Tutorial
  33. How to Create Custom Attribution Model in Google Analytics
  34. 8 Google Analytics Conversions Segments You Must Use
  35. You are doing Google Analytics all wrong. Here is why
  36. How to Use ZMOT to Increase Conversions and Sales Exponentially
  37. Connected Properties Explained in Google Analytics Attribution
  38. Marketing Mix Modelling or Attribution Modelling. Which one is for you?
  39. How is attribution modelling helpful for ecommerce and non-ecommerce websites?
  40. Conversion Time & Interaction Time Explained in Google Analytics Attribution
  41. How to Allocate Budgets in Multi Channel Marketing
  42. How Does Attribution Work?
  43. Data-Driven Attribution Model Explorer in Google Analytics
  44. Introduction to Attribution Beta – Attribution Project in Google Analytics

Register for the FREE TRAINING...

"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 Beyond
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.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!