How to use Top Conversion Paths Report in Google Analytics
Step-1: Navigate to the ‘Top Conversion Paths’ report:
Step-2: Make sure the date range of the report is set to the last three months.
Step-3: Unselect all Goal Conversions from the ‘Conversions’ drop down menu and then click on the ‘Apply’ button:
Step-4: Click on ‘Conversion Segments’ button:
Step-5: Click on the button ‘Create New Conversion Segment‘ as shown below:
Step-6: Name the new conversion segment as ‘Effect of PPC on organic search Traffic’ and then define the segment as shown in the screenshot below:
Here I am telling Google Analytics to include all those conversion paths which contains ‘Paid Search’ as interaction anywhere in the ‘MCF Channel Grouping’ path and ‘organic search’ as a last interaction.
Step-7: Once you have defined the conversion segment then click on the ‘Save Segment’ button. This action will not only create a new conversion segment but also apply the conversion segment to the ‘top conversions path’ report.
Now you can measure the impact of PPC (Paid search traffic) on Organic Search Traffic:
Note: Make sure that you sort the data table by ‘conversion value’ column before you interpret this report.
From the data table above, we can conclude the following:
>> Paid Search assisted 1,344 conversions in the first row, 304 conversions in the second row, 308 conversions in third row and so on.
>> In total, Paid search assisted in 4,589 conversions of worth $272k. These conversions were closed by organic search. In other words organic search got the credit for this sales.
>> Without the assistance of ‘Paid Search’, these conversions would not have occurred in the first place.
>> Without the assistance of ‘Paid Search’, ‘Organic Search’ would not have been able to close these conversions.
Get the E-book (52 Pages)
Get the E-Book (37 Pages)
Measuring the impact of Organic Search on PPC Traffic
The conversion segment below will tell you how organic search traffic helped the PPC campaigns conversions.
Step-1: Create and apply the conversion segment named ‘Effect of Organic Search on PPC Traffic’:
Here I am telling Google Analytics to include all those conversion paths which contains ‘Organic Search’ as interaction anywhere in the ‘MCF Channel Grouping’ path and ‘Paid search’ as a last interaction.
Step-2: Once you have defined the conversion segment then click on the ‘Save Segment’ button. This action will not only create a new conversion segment but also apply the conversion segment to the ‘top conversions path’ report.
Now you can measure the impact of Organic Search Traffic on PPC (Paid search traffic):
Note: Make sure that you sort the data table by ‘conversion value’ column before you interpret this report.
From the data table above, we can conclude the following:
>> Organic Search assisted 230 conversions in the first row, 59 conversions in the second row, 57 conversions in third row and so on.
>> In total, Organic search assisted in 770 conversions of worth $36k. These conversions were closed by paid search traffic. In other words paid search got the credit for this sales.
>> Without the assistance of ‘Organic Search’, these conversions would not have occurred in the first place.
>> Without the assistance of ‘Organic Search’, ‘Paid Search’ would not have been able to close these conversions.
You can similarly define and apply conversion segments to determine the influence of other marketing channels.
For example:
- Measure the impact of Organic search on Direct Traffic
- Measure the impact of Display Ads Campaigns on Organic Search Traffic
- Measure the impact of Social Media on Organic Search
- Measure the impact of Paid Search Traffic on Direct Traffic
- Measure the impact of Social Media on Direct Traffic
- Measure the impact of Email on Direct Traffic
Related Articles
- How to use Audience Overview Report in Google Analytics
- How to use Demographics Overview Report in Google Analytics
- How to use Demographics: Age Report in Google Analytics
- How to use Demographics: Gender Report in Google Analytics
- How to use Location Report in Google Analytics
- How to use New vs Returning Report in Google Analytics
- How to use Browser & OS Report in Google Analytics
- How to use Mobile Overview Report in Google Analytics
- How to use Mobile & Tablet Devices report in Google Analytics
- How to use Device Overlap Report in Google Analytics
- How to use Device Paths Report in Google Analytics
- How to use Cross Device Channels Report in Google Analytics
- How to use Acquisition Device Report in Google Analytics
- How to use Users Flow Report in Google Analytics
- How to use Channels Report in Google Analytics
- How to use Source / Medium Report in Google Analytics
- How to use Landing Pages Report in Google Analytics
- How to use Goal Flow Report in Google Analytics
- How to use Ecommerce Overview Report in Google Analytics
- How to use Checkout Behavior Analysis Report in Google Analytics
- How to use Product Performance Report in Google Analytics
- Seven Steps to increasing website sales
- How to Find Top Selling Locations in Google Analytics
- How to Find Top Selling Product Categories in Google Analytics
- How to Find Top Selling Products in Google Analytics
- How to Find Top Performing Traffic Sources in Google Analytics
- How to Find Top Landing Pages for conversion funnel analysis in Google Analytics
- How to do Conversion Funnel Analysis in Google Analytics
- How to Find Top Performing Keywords in Google Analytcis
- How to use Assisted Conversions Report in Google Analytics
How to use Digital Analytics to generate floods of new sales and customers.
(Even if you are completely new to Digital Analytics)
What You’ll Learn On This FREE Web Class!
#1 The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.
#2 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#3 The number 1 reason why conversion optimization is not working for your business.
#4 How to advertise on any marketing platform for FREE with an unlimited budget.
#5 How to learn and master digital analytics in record time.
Step-1: Navigate to the ‘Top Conversion Paths’ report:
Step-2: Make sure the date range of the report is set to the last three months.
Step-3: Unselect all Goal Conversions from the ‘Conversions’ drop down menu and then click on the ‘Apply’ button:
Step-4: Click on ‘Conversion Segments’ button:
Step-5: Click on the button ‘Create New Conversion Segment‘ as shown below:
Step-6: Name the new conversion segment as ‘Effect of PPC on organic search Traffic’ and then define the segment as shown in the screenshot below:
Here I am telling Google Analytics to include all those conversion paths which contains ‘Paid Search’ as interaction anywhere in the ‘MCF Channel Grouping’ path and ‘organic search’ as a last interaction.
Step-7: Once you have defined the conversion segment then click on the ‘Save Segment’ button. This action will not only create a new conversion segment but also apply the conversion segment to the ‘top conversions path’ report.
Now you can measure the impact of PPC (Paid search traffic) on Organic Search Traffic:
Note: Make sure that you sort the data table by ‘conversion value’ column before you interpret this report.
From the data table above, we can conclude the following:
>> Paid Search assisted 1,344 conversions in the first row, 304 conversions in the second row, 308 conversions in third row and so on.
>> In total, Paid search assisted in 4,589 conversions of worth $272k. These conversions were closed by organic search. In other words organic search got the credit for this sales.
>> Without the assistance of ‘Paid Search’, these conversions would not have occurred in the first place.
>> Without the assistance of ‘Paid Search’, ‘Organic Search’ would not have been able to close these conversions.
Get the E-book (52 Pages)
Get the E-Book (37 Pages)
Measuring the impact of Organic Search on PPC Traffic
The conversion segment below will tell you how organic search traffic helped the PPC campaigns conversions.
Step-1: Create and apply the conversion segment named ‘Effect of Organic Search on PPC Traffic’:
Here I am telling Google Analytics to include all those conversion paths which contains ‘Organic Search’ as interaction anywhere in the ‘MCF Channel Grouping’ path and ‘Paid search’ as a last interaction.
Step-2: Once you have defined the conversion segment then click on the ‘Save Segment’ button. This action will not only create a new conversion segment but also apply the conversion segment to the ‘top conversions path’ report.
Now you can measure the impact of Organic Search Traffic on PPC (Paid search traffic):
Note: Make sure that you sort the data table by ‘conversion value’ column before you interpret this report.
From the data table above, we can conclude the following:
>> Organic Search assisted 230 conversions in the first row, 59 conversions in the second row, 57 conversions in third row and so on.
>> In total, Organic search assisted in 770 conversions of worth $36k. These conversions were closed by paid search traffic. In other words paid search got the credit for this sales.
>> Without the assistance of ‘Organic Search’, these conversions would not have occurred in the first place.
>> Without the assistance of ‘Organic Search’, ‘Paid Search’ would not have been able to close these conversions.
You can similarly define and apply conversion segments to determine the influence of other marketing channels.
For example:
- Measure the impact of Organic search on Direct Traffic
- Measure the impact of Display Ads Campaigns on Organic Search Traffic
- Measure the impact of Social Media on Organic Search
- Measure the impact of Paid Search Traffic on Direct Traffic
- Measure the impact of Social Media on Direct Traffic
- Measure the impact of Email on Direct Traffic
Related Articles
- How to use Audience Overview Report in Google Analytics
- How to use Demographics Overview Report in Google Analytics
- How to use Demographics: Age Report in Google Analytics
- How to use Demographics: Gender Report in Google Analytics
- How to use Location Report in Google Analytics
- How to use New vs Returning Report in Google Analytics
- How to use Browser & OS Report in Google Analytics
- How to use Mobile Overview Report in Google Analytics
- How to use Mobile & Tablet Devices report in Google Analytics
- How to use Device Overlap Report in Google Analytics
- How to use Device Paths Report in Google Analytics
- How to use Cross Device Channels Report in Google Analytics
- How to use Acquisition Device Report in Google Analytics
- How to use Users Flow Report in Google Analytics
- How to use Channels Report in Google Analytics
- How to use Source / Medium Report in Google Analytics
- How to use Landing Pages Report in Google Analytics
- How to use Goal Flow Report in Google Analytics
- How to use Ecommerce Overview Report in Google Analytics
- How to use Checkout Behavior Analysis Report in Google Analytics
- How to use Product Performance Report in Google Analytics
- Seven Steps to increasing website sales
- How to Find Top Selling Locations in Google Analytics
- How to Find Top Selling Product Categories in Google Analytics
- How to Find Top Selling Products in Google Analytics
- How to Find Top Performing Traffic Sources in Google Analytics
- How to Find Top Landing Pages for conversion funnel analysis in Google Analytics
- How to do Conversion Funnel Analysis in Google Analytics
- How to Find Top Performing Keywords in Google Analytcis
- How to use Assisted Conversions Report in Google Analytics
How to use Digital Analytics to generate floods of new sales and customers.
(Even if you are completely new to Digital Analytics)
What You’ll Learn On This FREE Web Class!
#1 The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.
#2 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#3 The number 1 reason why conversion optimization is not working for your business.
#4 How to advertise on any marketing platform for FREE with an unlimited budget.
#5 How to learn and master digital analytics 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
