GA4 Conversion Paths Report in Attribution

What is the Conversion Paths report in GA4?

The Conversion Paths report in GA4 shows users’ paths that lead to conversions (conversion events) under a particular attribution model and in a particular time period:

particular attribution model

This report also shows conversion credit distribution score for each touchpoint on a conversion path:

conversion credit distribution score

Prerequisites for using the GA4 Conversion Paths report

The primary requirement for using the Conversion Paths report in GA4 is ecommerce tracking and/or goal conversion tracking setup for your GA4 property

Your GA4 property needs to have goal conversion and/or ecommerce conversion data before you can use and benefit from the Conversion Paths report. 

However, if you want your conversion paths analysis to be statistically significant then make sure that your GA4 property has collected at least 30 days of historical conversion data before you start your analysis. 

If you are using Google Ads then make sure that you link your GA4 property with your Google Ads account.

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How to use the Conversion Paths report in GA4

In order to access and use the Conversion Paths report in GA4 follow the steps below:

Step-1: Navigate to your GA4 property.

Step-2: Click on the ‘Advertising’ link from the left-hand side navigation:

advertising

You should now see the Advertising Snapshot report:

advertising snapshot

Step-3: Click on the ‘Conversion paths’ link from the left-hand side navigation:

conversion paths link

Step-4: Select the date range from the date picker drop-down menu:

set the data range

I like to select at least 30 days of historical data to make my data analysis statistically significant. 

Note: The Conversion Paths report includes data from June 14, 2021, onwards.

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Step-5: Click on the ‘conversion events’ drop-down menu:

conversion events drop down menu ga4 conversion paths

Step-6: Select the conversion event(s) for which you want to see the data in your Conversion Paths report while deselect all other conversion events:

select conversion events

Step-7: Scroll down (if you lot of conversion events) and then click on the ‘Apply’ button.

You should now see the Conversion Paths report only for the selected conversion event(s):

select conversion events 2

Note: By default, the Conversion paths report shows data for all your conversion events.

Step-8: Change the Path length of the conversion paths report (optional). To do that click on the ‘Path Length = all touchpoints’ button:

path lenght all touchpoints

Step-9: Click on the ‘All Touchpoints’ button on the overlay on the right-hand side of your screen:

all touchpoints ga4 conversion paths

Step-10: Click on the ‘All Touchpoints’ drop-down menu:

GA4 Conversion paths report

Step-11: Select an operator to filter the path lengths of the conversion paths. Let’s select ‘> greater than’:

greater than

Step-12: Enter the number of touchpoints you want to see in your conversion paths and then click on the ‘Apply’ button:

enter number of touchpoints

Note: By default, the Conversion Paths report display all conversion paths up to 50 touchpoints long.

Step-13: By default, the Conversion Paths report shows data for all users. If you want to see data for another audience then click on the ‘All Users’ button (optional):

all users button

You can also click on the ‘Add filter’ button to see the conversion path data for an audience other than the ‘All Users’:

add filter ga4 conversion paths report

Note: The ‘Add filter’ feature works just like the GA4 Comparisons feature.

Step-14: Click on the cross button next to ‘Customize report’ to close the overlay:

cross button

Step-15: Select the dimension you want to use for your conversion paths analysis by clicking on the dimensions drop-down menu (optional):

dimensions drop down menu

Let’s select ‘medium’ as the dimension:

medium dimension
conversion by medium

Step-16: Select the attribution model you want to use for your conversion paths analysis by clicking on the attribution model drop-down menu (optional):

attribution model drop down menu

Let’s select the position-based attribution model:

position based attribution model ga4

You should now see a data visualization like the one below:

data visualization

Through data visualization, you can determine the dimension (like medium) which initiated, assisted and closed conversions. The data visualization is divided into the following three segments: 

  1. Early touchpoints
  2. Mid touchpoints
  3. Late touchpoints

Early touchpoints

Google consider the first 25% of touchpoints on a conversion path rounded to the nearest whole number as early touchpoints. Hover your mouse over the ‘Early touchpoints’ segment to see more details about the segment:

hover mouse over early touchpoints

The bar chart that you see under the ‘Early touchpoints’ segment show how much conversion credit a particular dimension receives as early touchpoints:

bar chart early touchpoints

Hover your mouse over a bar (let’s say ‘referral) in the bar chart to see more details about the conversion credit distribution:

referral traffic

Note: If a conversion path has only one touchpoint then the ‘Early touchpoints’ segment would appear as empty. The ‘Early touchpoints’ segment would also appear empty if you select one of the following attribution models:

  1. Last click
  2. Ads-preferred last click
empty segment

Mid touchpoints

Google consider the middle 50% of touchpoints on a conversion path as mid touchpoints. Hover your mouse over the ‘Mid touchpoints’ segment to see more details about the segment:

mid touchpoints

The bar chart that you see under the ‘Mid touchpoints’ segment show how much conversion credit a particular dimension receives as middle touchpoints:

bar chart mid touchpoints

Hover your mouse over a bar (let’s say ‘referral) in the bar chart to see more details about the conversion credit distribution:

referral traffic2

Note: If a conversion path has less than 3 touchpoints then the ‘Mid touchpoints’ segment would appear as empty. The ‘Mid touchpoints’ segment would also appear empty if you select one of the following attribution models:

  1. Last click
  2. First click
  3. Ads-preferred last click
empty segment2

Late touchpoints

Google consider the last 25% of touchpoints on a conversion path rounded to the nearest whole number as the late touchpoints. Hover your mouse over the ‘Late touchpoints’ segment to see more details about the segment:

late touchpoints

The bar chart that you see under the ‘Late touchpoints’ segment show how much conversion credit a particular dimension receives as late touchpoints:

bar chart late touchpoints

Hover your mouse over a bar (let’s say ‘referral) in the bar chart to see more details about the conversion credit distribution:

referral traffic3

Note: If a conversion path has only one touchpoint then the ‘Late touchpoints’ segment gets all the credit for a conversion. The ‘Late touchpoints’ segment would appear empty if you select the ‘First click’ attribution model:

empty segment3

Step-17: Scroll down to the data table which appears below the data visualization:

data table

This data table is made up of one primary dimension and the following metrics:

  1. Conversions – The number of times your website/app users triggered a conversion event.
  2. Purchase revenue – The sum of revenue from purchases made on your website and/or mobile app.
  3. Days to conversion – The number of days it takes for users to convert.
  4. Touchpoints to conversion – The number of touchpoints it takes for users to convert.

Note: If you want to change the primary dimension of the data table of the Conversion paths report then click on the Primary dimension drop-down menu: 

primary dimension drop down menu

Conversion paths report navigation features

The Conversion paths report provides the following features for easy navigation:

#1 Rows per page

By default, the data table of the Conversion paths report shows only 10 rows per page of the report. If you want to see more than 10 rows then click on the ‘Rows per page’ drop-down menu and select the desired number of rows to be displayed:

rows per page conversion paths report ga4

Note: You can display up to 250 rows per page of the Conversion paths report in GA4.

#2 Go to

If you want to quickly navigate to a particular row of the data table of the Conversion Paths report then type the row number in the text box next to ‘Go to’ and then press the enter key:

go to conversion paths report ga4

#3 Pagination

The Conversion Paths report has a pagination feature built-in through which you can navigate back and forth between various pages of the report:

pagination conversion paths report ga4

#4 Full view mode

If you want to see the conversion paths report in the full view mode then click on the ‘<’ button:

full view mode conversion paths report ga4

#5 Sort Columns

By default, the data table of the conversion paths report is sorted by conversion paths with the highest number of conversions. Click the down arrow button next to one of the other metrics in the data table to sort the data table by that metric:

sort purchase revenue

#6 Provide feedback

If you want to provide feedback about the conversion paths report to Google then click on the feedback button at the bottom right of the report:

feedback conversion paths ga4

Then follow the on-screen instructions to send your feedback:

send feedback conversion paths report ga4

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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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