[UA] Conversion paths report

This article is about the Conversion paths report in Universal Analytics. See the following resources for similar information related to Google Analytics 4:

• For information about path exploration in Google Analytics 4, go to [GA4] Path exploration.
• For information about the Conversion paths report in Google Analytics 4, go to [GA4] Conversion paths report.

This article is about the Conversion paths report in Universal Analytics. For information about [GA4] Path exploration in Google Analytics 4, go to [GA4] Path exploration.

Attribution is currently released as a beta feature.

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:

• How to use the report
• Understand the data

How to use the report

Access the report

1. Sign in to your Attribution project at https://analytics.google.com/analytics/attribution.
2. Go to Explore > Conversion paths.

Map of Conversion paths report

Select date range and conversion types

Start by selecting a date range from the date picker drop-down menu at the top of the report (1, in the map above). Then select one or more conversion types from the drop-down menu. The default selection is All conversion types.

Customize your data view

Click Edit report to change what's displayed in the report (2, above). In the Report settings panel, you can change the following settings: Dimensions, Conversion credit, and Path length.

Dimensions

The default dimension is Analytics default channel grouping. Click the dimension name or click Edit report (3, above) to change the dimension.

Conversion credit

By default, the Conversion paths table shows conversion credit based on the Data-driven model. To turn off conversion credit, click the Show credit for touchpoints toggle.

Path length

By default, all paths with two or more touchpoints are displayed in the report. Use this section to filter the path length:

1. Select an operator (equal to, not equal to, greater than, greater than or equal to, less than, or less than or equal to)
2. Enter a numeral next to touchpoint(s).
3. Click Apply.

Search

Click the search icon  (4, above) and enter text. The report will show only those paths that contain at least one click with a label that contains the entered text.

Export

Click the download icon (5, above) to download a CSV file that includes the data currently shown in the table.

Understand the data

The Conversion paths report shows you the paths users take to complete conversions. The top row of the report provides an overview of how the selected conversion types are performing. It shows the total conversions and revenue. 

Note: If you've filtered by path length or searched for a text string, the top row will reflect that and will show conversions and revenue as a percentage of the total. 

By default, the report is sorted by paths with the highest number of conversions. Click the down arrow next to Revenue to sort by that metric. 

The credit displayed in each row is an average across the individual paths included in that row. For each touchpoint on the path, you see:

• Conversions, followed by the percentage of total conversions on that path
• Revenue, followed by the percentage of total revenue on that path.