Use the Conversion paths report to understand your customers’ paths to conversion, and how different attribution models distribute credit on those paths.In this article:
The Conversion paths report has two sections: the data visualization and the data table. The data visualization helps you quickly see which channels initiate, assist, and close conversions. The data table shows you the paths users take to complete conversions, as well as the following metrics: Conversions, Purchase revenue, Days to conversion, and Touchpoints to conversion.
How to use the report
Access the report
- In Google Analytics, click Advertising on the left.
- Go to Attribution > Conversion paths.
Select date range and conversion events
Start by selecting a date range from the date picker drop-down menu at the top right. Then select one or more conversion events from the drop-down menu at the top left of the report. By default, all conversion events are selected, and they're aggregated together in the report.
Add a filter (optional)
The report shows data from all users. To see data for a specific set of users, click Add filter at the top left.
Select dimension to report on
Both the chart and the data table show your data broken out by the Default channel group dimension. Use the drop-downs at the top of the chart and data table to view data by the Source, Medium, or Campaign dimensions.
Select the attribution model for the data visualization
The data visualization at the top of the report displays data as calculated by the Paid and organic channels last click attribution model. Use the attribution model drop-down to view the data visualization using a different attribution model.
Customize reportClick Edit comparisons in the top right to change what's displayed in the report. In the Customize report panel, you can change the Filters and Path length settings.
The report shows data from all users. Click the filter name to edit or add filters.
The report displays all paths up to 20 touchpoints long. Use this section to filter the path length:
- Select an operator (equal to, not equal to, greater than, greater than or equal to, less than, or less than or equal to)
- Enter a numeral next to touchpoint(s).
- Click Apply.
Share, download, or export report
Click Share this report in the top right to share, download, or export the data currently shown in the report.
Understand the data
The top of the data visualization shows how much conversion credit each segment of the conversion path receives using the selected attribution model. The segments are defined as follows:
- Early touchpoints: The first 25% of touchpoints in the path rounded to the nearest whole number. This segment is empty if the path has only one touchpoint.
- Mid touchpoints: The middle 50% of touchpoints in the path. If the path has <3 touchpoints, this segment is empty.
- Late touchpoints: The last 25% of touchpoints in the path rounded to the nearest whole number. If the path consists of just one touchpoint, this segment gets all the conversion credit.
The bar charts under each segment show how much conversion credit a particular dimension (Channel, Source, Medium, Campaign) receives while in that part of the conversion path.
Hover over the data visualization elements for more specific information.
The top row of the data table provides an overview of how the selected conversion types are performing. It shows the total Conversions, Purchase revenue, Days to conversion, and Touchpoints to conversion.
By default, the report is sorted by paths with the highest number of conversions. Click the down arrow next to one of the other metrics to sort by that metric.
The credit displayed in each row is an average across the individual paths included in that row.
Hover over individual touchpoints on paths to see conversion credit and number of conversions.
In some cases, Analytics is unable to display dimension values because they're missing or otherwise unavailable. To keep the metric totals accurate, the report might show one or more of the following values:
|(not set)||(not set) is a placeholder name that Analytics uses when it hasn't received any information for the dimension you have selected. For example, manually tagged URLs could be missing a parameter like campaign, source, or medium|
Unassigned is the value Analytics uses when there are no other channel rules that match the event data
Direct is the value that Analytics uses when there is no path data for which to credit the conversion; for example, data import
|Unattributable||Unable to assign credit for the dimension you've selected|
|(Other)||(Other) is the value Analytics uses for an aggregated row due to cardinality limits. Learn more|