This article is about Universal Analytics (UA) properties. Starting July 1, 2023, standard UA properties stopped processing data (July 1, 2024 for UA 360 properties). Migrate to Google Analytics 4, and then refer to the Google Analytics 4 properties section of this help center.

[UA] Analyze conversion paths with Multi-Channel Funnels

Three Multi-Channel Funnels reports help you analyze conversion paths themselves, as opposed to the contribution of each channel:

  • Top Conversion Paths
  • Time Lag
  • Path Length

These reports can help you understand how channels interact along a conversion path, and how long it takes for people to buy or convert. You can use Conversion Segments in conjunction with these reports.

The Time Lag report counts the number of days from the first ad impression to conversion. Some Analytics users like to compare this report with the Ecommerce > Time to Purchase report, which counts the number of days from the first campaign referral to conversion. Given the different starting points for the two timelines, the reports do not match.

Channel Interactions

The Top Conversion Paths report shows all of the unique conversion paths (i.e., sequences of channel interactions) that led to conversions, as well as the number of conversions from each path, and the value of those conversions. This allows you to see how channels interact along your conversion paths.

Each path populates the channels through which a user arrived during the lookback window, prior to each conversion the user completed.

A user had the following path: Channel A -> B -> C  [Conversion 1] -> D -> E  [Conversion 2].
The Top Conversion Paths report would show the full path prior to each conversion:
  • ABC (Conversion 1)
  • ABCDE (Conversion 2)

As you look through the list of paths, you may find repeated patterns that give you insights into how to most effectively market across channels.

The channels in the path are labeled according to the MCF Channel Grouping by default, but you can change the labels by selecting a different Primary Dimension (above the paths table). For information on how channels are labeled in this report, read About Channels. This report also allows you to view data by channel grouping.

Conversion Path Length

The Time Lag report shows how many conversions resulted from conversion paths that were 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ days long. This can give you insight into the length of your online sales cycle. The Path Length report shows how many conversions resulted from conversion paths that contained 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ channel interactions.

The Time Lag report is not available in views in which you've turned on Enhanced Ecommerce.
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