2 What is the GA conversion paths report, anyway?

[shaownhasan]

Finally, the digital marketing landscape is changing rapidly. Privacy regulations, the depreciation of third-party cookies, artificial intelligence and whatnot make it a lot harder to track users and to attract customers from traditional channels, like organic search.

The Conversion Paths report in Google Analytics answers an important question about your marketing efforts. Which channels, campaigns, mediums and sources generated traffic that converted visitors into leads or customers? Let’s find out…

Key takeaways
The Google Analytics 4 Conversion Paths Report contains data about advertising data all the channels, campaigns, sources and mediums that generated traffic of users who triggered a conversion on your site, web shop or app.
The report is populated automatically, but you need to have conversions set up in GA4.
Conversion attribution is a hot topic of debate, but the Google Analytics 4 conversion paths report shows data you can't find elsewhere.
Contents hide
1 Key takeaways
3 Example of a conversion path
4 Where can you find the Conversion Paths report in Google Analytics 4?
5 Top conversion paths in Google Analytics
6 What are touchpoints in the GA Conversion Paths Report?
6.1 Early touchpoints
6.2 Mid touchpoints
6.3 Late touchpoints
6.4 Can you change the amount of touchpoints in the GA4 Conversion Paths report?