Top Conversion Paths Report vs Conversion Paths Report

Top Conversion Paths Report vs Conversion Paths Report

The following are the main differences between the Top Conversion paths report in multi-channel funnels and the Conversion paths report of an attribution project:

#1 The Top Conversion paths report in multi-channel funnels allows you to segment the conversion path data by conversion type, path length, Google Ads and lookback window:

segment the conversion path data by

The Conversion paths report of an attribution project allows you to segment the conversion path data by conversion type and path length:

segment the conversion path data by 2

However, you can not segment the conversion path data by Google Ads or lookback window

#2 You can segment the conversion path data by an attribution model in the Conversion paths report of an attribution project. In other words, you can apply different attribution models to the Conversion paths report:

attribution model conversion paths 1
attribution model conversion paths 2
attribution model conversion paths 3

You can not segment the conversion path data by an attribution model in the MCF Top Conversion paths report.

In other words, you can not apply different attribution models to the Top Conversion paths report. This report uses only one attribution model called the last interaction’ model.

#3 You can create and apply conversion segments to the MCF Top Conversion paths report:

conversion segments

You can not create and apply conversion segments to the Conversion paths report of an attribution project. 

#4 You can export the MCF Top Conversion paths report as PDF or CSV:

export top conversion paths report

You can export the Conversion paths report of an attribution project as CSV but not as PDF:

download table as CSV

#5 You can save the current configuration of the MCF Top Conversion paths report to a saved report:

saved report

You can not save the current configuration of the Conversion paths report of an attribution project to a saved report.

#6 You can visualize both ‘Conversions’ and ‘Conversion Value’ trends overtime via a chart in the MCF Top Conversion paths report:

trends

The Conversion paths report of an attribution project does not allow you to visualize ‘Conversions’ and ‘Conversion Value’ trends overtime via a chart. 

#7 You can apply a range of primary dimensions to the MCF Top Conversion paths report including custom channel grouping:

range of primary dimensions

Whereas you can apply only three primary dimensions to the Conversion paths report of an attribution project.

These primary dimensions are: ‘Channel’, ‘Analytics campaign (or source/medium)’ and ‘Analytics default channel grouping’:

analytics default channel grouping
edit report
dimensions attribution beta
dimensions attribution beta 2

#8 You can apply a secondary dimension to the MCF Top Conversion paths report :

secondary dimension MCF top conversion paths report

You can not apply a secondary dimension to the Conversion paths report of an attribution project

#9 You can filter out specific conversion paths by using advanced filters on the reporting interface of the MCF Top Conversion paths report:

advanced filters 1

You can also filter out specific conversion paths in the Conversion paths report of an attribution project. But the filters on the reporting interface are not as robust as they are in the case of the MCF Top Conversion Paths report:

search attribution beta

#10 In the MCF Top Conversion Paths report, you can visualize the data table via pie chart, bar chart and pivot table:

pie chart

This is something that is not possible with the Conversion paths report of an attribution project. 

#11 The conversion paths in the MCF Top Conversion paths report can give conversion credit to direct visit provided it is the last interaction on a conversion path

Whereas,

The conversion paths in the Conversion paths report of an attribution project do not give conversion credit to direct visits unless the conversion path is made up entirely of direct visits.

no conversion credit to direct visits

#12 You can see the conversion credit score assigned to each touchpoint on a conversion path in the Conversion paths report of an attribution project. 

conversion paths with credit score

You can not see the conversion credit score assigned to each touchpoint on the conversion path in the MCF Top Conversion paths report.

conversion paths without credit score

Related Article: Differences Between Google Attribution & Multi-Channel Funnel Reports

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