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:
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.
Step-5: Click on the ‘conversion events’ drop-down menu:
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:
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):
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:
Step-9: Click on the ‘All Touchpoints’ button on the overlay on the right-hand side of your screen:
Step-10: Click on the ‘All Touchpoints’ drop-down menu:
Step-11: Select an operator to filter the path lengths of the conversion paths. Let’s select ‘> greater than’:
Step-12: Enter the number of touchpoints you want to see in your conversion paths and then click on the ‘Apply’ button:
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):
You can also click on the ‘Add filter’ button to see the conversion path data for an audience other than the ‘All Users’:
Note: The ‘Add filter’ feature works just like the GA4 Comparisons feature.
Get my best selling books on Attribution Modelling
Learn to implement attribution modelling in your organisation
Understand the customer purchase journey across devices
Determine the most effective marketing channels for investment
Click book covers to find out more
Step-14: Click on the cross button next to ‘Customize report’ to close the overlay:
Step-15: Select the dimension you want to use for your conversion paths analysis by clicking on the dimensions drop-down menu (optional):
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):
You should now see a data visualization like the one below:
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:
Early touchpoints
Mid touchpoints
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:
The bar chart that you see under the ‘Early touchpoints’ segment show how much conversion credit a particular dimension receives as 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:
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:
Last click
Ads-preferred last click
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:
The bar chart that you see under the ‘Mid touchpoints’ segment show how much conversion credit a particular dimension receives as middle touchpoints:
Hover your mouse over a bar (let’s say ‘referral) in the bar chart to see more details about the conversion credit distribution:
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:
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:
The bar chart that you see under the ‘Late touchpoints’ segment show how much conversion credit a particular dimension receives as 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:
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:
Step-17: Scroll down to the data table which appears below the data visualization:
This data table is made up of one primary dimension and the following metrics:
Conversions – The number of times your website/app users triggered a conversion event.
Purchase revenue – The sum of revenue from purchases made on your website and/or mobile app.
Days to conversion – The number of days it takes for users to convert.
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:
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:
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:
#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:
#4 Full view mode
If you want to see the conversion paths report in the full view mode then click on the ‘<’ button:
#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:
#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:
Then follow the on-screen instructions to send your feedback:
Other articles related to GA4 (Google Analytics 4)
"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
error: Alert: Content is protected !!
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Allow Cookies”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cookie
Duration
Description
cookielawinfo-checkbox-analytics
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional
11 months
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy
11 months
The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
