What is Google Analytics’ Top Conversion Path and how do you use it?

What is Google Analytics Top Conversion Path?

The Google Analytics Top Conversion Path report allows you to identify the most effective conversion paths, whether they are from Google Ads campaigns or other channels.

In my opinion, this report deserves the most attention and scrutiny. It provides valuable insight into the number of clicks or actions required for a conversion to take place, enabling us to identify areas for improvement.

Upon reviewing this report, we can categorize it into Google Ads and All. This report provides valuable information on the keywords that drive traffic to our website from Google Ads and the subsequent user interaction with our website. By examining this data, we can identify the keywords that users interacted with first and last, and optimize our campaigns accordingly.

How can we access the Top Conversion Path report?

To access the report, navigate to Conversions > Multi-Channel Funnels > Top Conversion Paths on the left menu within Google Analytics.

By default, the “All” report type will appear on the screen when you first open it. From here, you can select Google Ads and set the time period to the previous day. “Previous day” refers to the number of days for which interactions should be tracked. For example, if a user saw your ad on the 1st of the month and made a purchase on the 10th of the month, the average conversion time would be 10 days.

However, the conversion interaction times from Google search campaigns are typically low, averaging around 5 to 6 days, unless there are very abnormal situations. This time period may be longer, up to 20-30 days, for high-priced luxury products.

We can set the default to 30 days here since we typically perform the conversion setup within this period.

You can contact me for support on Google Analytics reporting.