# GA4

Conversion path analysis in GA4

Published by
Oct 27, 2022

Conversion is the most important and interesting event for you. It is extremely interesting to know how this happened. What steps did customers take before downloading the file or purchasing the item? When a customer conversion occurs, it is rarely the customer's first interaction with your website or brand. To understand the steps, you need to look at the conversion paths that will illustrate the overall sequence of platforms and touchpoints involved.

You can use these insights to optimize your website or campaign to fit your customer journey.

In this article, I will explain what exactly you can find in the Advertising > Attribution > Conversion paths tab and what you should be looking for when planning a conversion path analysis.

The data visualization section allows you to identify the most valuable conversion paths. There are three categories of touchpoints: Early, Middle, and Last touchpoints. The aim of touchpoints is to inform us how each channel initiates and supports conversion activities.
The data visualization of conversion path

The early touchpoints express the first 25% of customer interactions on the path (rounded to the nearest whole number). This segment is empty if the path has only one touchpoint.
The middle represents 50% of touchpoints in the path. If the path has < 3 touchpoints, this segment is empty.
The last category, shows the final 25% of touchpoints in the path, rounded up to the nearest whole number. If the path consists of just one touchpoint, this segment has the touchpoint.
You can click over the header and see conversion credit and the precise number of conversions.
Conversion path touchpoints.

Let's look at the table below. What can we find in it? The table includes information about the number of conversion events, the sum of purchase revenue, the days to conversion (the time from the first touchpoint to the conversion), and also the number of touchpoints that create the conversion. All this information provides a valuable comparison that allows us to find out which channel brings real business value.

Conversion path table

Channel Groupings are rule-based groupings of your traffic sources. In this report, you can see your data organized according to the Default Channel Grouping, a grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.
The drop-down at the chart's top displays data by source, medium, or campaign dimensions.

Using the conversion path report helps you analyze which channels at which stage of the path are supporting the conversion. In addition, they help to assess what are the most popular path patterns.

Published Oct 27, 2022 by Anna Bacciarelli

If you enjoyed the content please share it:

If you have any question about this topic feel free to comment or react below.

Other articles about GA4
Implementation of various environments in GA4
# GA4

Environment - is a set of necessary elements of technical / software infrastructure, which is the basis for the operation of a given website/application. Google Tag Manager environments are simply multiple versions of the same container. When we have a website with a different version for development, testing, production and QA, instead of creating separate GTM containers for each version, we can set up separate environments in the same container that will work independently in each version.

Published by Anna Bacciarelli
Jan 17, 2023
How to measure the impact of email campaigns?

If you plan email marketing campaigns you are interested in the same as with other campaigns, to measure their impact on your business. When you are starting with this topic it is good to know that without additional effort you will not be able to access this impact. You will see no results because Google Analytics will treat traffic from the email campaigns as direct traffic (when users are using your own app) or as referrals (when users are using web email clients). 

Nov 28, 2022
How ready we are to send Google Universal Analytics into retirement?
# GA4

Why now is the time to migrate to Google Analytics 4? Moving to Google Analytics 4 as soon as possible is essential in order to generate the necessary historical data before Universal Analytics stops processing new activities. 

Nov 14, 2022
How to track more data in GA4 in the world of data privacy and adblockers.

If you have implemented cookie policy on your website to be compliant with GDPR you have probably notice that you started automatically to see less data reported in your Google Analytics reports. Luckily Google consent mode and server side tracking can increase the amount of data you measure by up to 100% compared to the standard implementation of GA4. 

Published by Piotr Ulacha
Oct 31, 2022

Popular recently
Implementation of various environments in GA4
# GA4

Environment - is a set of necessary elements of technical / software infrastructure, which is the basis for the operation of a given website/application. Google Tag Manager environments are simply multiple versions of the same container. When we have a website with a different version for development, testing, production and QA, instead of creating separate GTM containers for each version, we can set up separate environments in the same container that will work independently in each version.

Published by Anna Bacciarelli
Jan 17, 2023
Server-Side GTM like a nuclear technology

Some time ago I listened to a podcast from the Technical Marketing Handbook series from Simo Ahava, whose guest was Adam Halbardier from the Google Tag Manager product team. During the conversation, the topic of transparency of data handled by the Server-Side container appeared.

Published by Mariusz Michalczuk
Dec 04, 2022
How to measure the impact of email campaigns?

If you plan email marketing campaigns you are interested in the same as with other campaigns, to measure their impact on your business. When you are starting with this topic it is good to know that without additional effort you will not be able to access this impact. You will see no results because Google Analytics will treat traffic from the email campaigns as direct traffic (when users are using your own app) or as referrals (when users are using web email clients). 

Nov 28, 2022