What you Need to Know about GA’s Top Conversion Paths Report


In today’s multi-touch marketing world, consumers use many different channels and devices to reach your website and make a purchase. In order to properly attribute credit and revenue generation to your different marketing channels, it’s helpful to know which channels in the mix came first, second, third, fourth, etc. and, of course, last. This is where Google Analytics’ Top Conversion Paths report can come in handy.

With this tool, you’re able to see:

  • Which path a user took to complete a conversion
  • How many touchpoints there were
  • How the average customer interacts with your brand before converting and
  • Which touchpoints in the path had the most effect (as well as which paths might be discredited due to GA’s non-direct last click attribution model)

Being able to visualize evidence of the different methods people use to find your site is really eye-opening and can help clear up where valuable traffic comes from. It also supports why it’s so important to vary your online marketing.

For instance, paid advertising can assist organic placement and conversions. Social media can be the door opener for new customers to discover your brand, and all those channels can help your affiliate channel drive incremental revenue.

The Top Conversion Paths report is also a powerful tool for showing your team members and superiors why it’s impossible to actually control the path that a potential customer takes.

The first page of your Top Conversion Paths report can be quite insightful as it allows you to see the variety of channel paths that your customers are taking.


However, you really don’t have great insight about what revenue amount was generated from each channel. That’s where the filter features within the Top Conversion Paths report become valuable.


The filters within the Top Conversion Paths report lets you drill deeper into the data to see only the types of conversions you care about and how much revenue is associated with an organic click, a paid ad, an affiliate blog post, a social media referral, etc. As you can imagine, this data becomes essential when you’re trying to make a case for allocating more money to certain channels.

Here is an example of the options you might have for your conversion. You simply check off only the conversions you’d like to evaluate.


You can even go deeper with that data and look at which specific channels are assisting with conversions by adding a secondary dimension filter within the Top Conversion Paths report for “Source Path” (See example below).


Since there are hundreds, if not thousands, of paths that people take before making a purchase, the Source Path filter helps by grouping things together and letting you see the actual websites included in the organic, paid, social, and referral clicks.

Within Google Analytics’ Top Conversion Paths report, there are also reports that show you time lag and path length.

The Time Lag report shows how many conversions resulted from conversion paths that were 0, 1, 2, 3, 4, 5, 6, 7, or 30+ 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, or 15+ channel interactions.

As you start to employ the different paths reports, you’ll begin to better understand how different channels interact along a conversion path and how long it takes for people to buy or convert. You may also find repeated patterns that could help you drive more effective marketing strategies across channels.

Contact our Paid Marketing team to learn more about how to use the Top Conversion Paths report within Google Analytics.

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