Learn how to effectively utilize the conversion path report for better insight into customer conversions.

How to Use the Top Conversion Path Report

As a business owner and/or marketer, it makes a lot of sense to want to understand your customers’ journey to becoming a customer.

  • What channels are they using to find your business?
  • What are they clicking that ultimately leads them to buying your products?
  • Are your customers organic?

Understanding your customers’ buying journey means you’ll be able to make smarter marketing decisions when it comes to your business. 

When marketers fail to look beyond the surface of their revenue reports of their e-commerce overview with Google Analytics, they’re missing a major opportunity to increase their sales and improve their customers’ journeys.

This post will explain what the Top Conversion Path report is, how to use it, and how it will be beneficial to your business!

What is the Top Conversion Path Report?

The Top Conversion Path Report is a multi-channel marketing attribution report through Google Analytics. It shows each conversion path the buyer takes, showcasing the touchpoints of each journey, that leads to each conversion.

Think of a very detailed plot point that shows you insights into your buyers’ journey to finding your products, and you have the Top Conversion path report. 

It shows the number of times your visitors interacted with each channel, your most popular referral paths, and their behaviors before converting, which makes this a highly useful tool when you’re marketing across multiple channels.

It also shows the number of conversions and the value each conversion holds. 

The Top Conversion Path Report was designed to help you (the seller) understand where people are coming to your site from, and whether it’s paid or organic traffic.

How to Use the Top Conversion Path Report

First, you need to know how to find the top conversions path, which can be done by navigating to Conversions, then Multi-Channel Funnels, and clicking Top Conversion Paths.

I’ll wait for everyone to find it. 

All good? Great!

Now, we need to set up the report. Although you don’t have to set any custom settings, you should always make these tweaks to the settings:

? Pick your conversion. Make sure to unselect all of the goals that aren’t a priority.

?Pick your path length.

?Move your slider to 60 days, or whatever amount of time works best for your business. Make sure the conversion tracking is similar across all your channels.

How the Top Conversion Path Report Works

When you’re in the Top Conversion Path report section, you’ll be able to view all of your potential conversion paths. For example, if you search “display”, you’ll then be shown a report where the conversion in “display” happens from an impression standpoint.

This means you’ll be able to see how many people saw the display ad, clicked it, and then later came to the site and converted.

The data you find in this report is highly useful when making informed decisions regarding which attribution models should be used in Google AdWords. A great example of how to utilize this is, if you noticed a conversion path showed that a paid search was more of a referral than a “last-click”, it’d be helpful to consider an alternative attribution model in AdWords.

To preview different attribution models in Google AdWords, click tools, then attribution, and then attribution modeling. This will allow you to see how this would impact your conversion stats on the Campaign, Ad group, or Keyword levels.

In this report, you can also filter by campaigns and get as specific as you need with your traffic source information. By doing this, you’ll be able to analyze if your “Display” and “Organic” channels have an overlap and discover where effective changes should be made.

There are a couple of ways you can view this report with your clients: account-wide and campaign-specific.

Account Wide

If you need the bigger picture regarding how all of your paid advertising spend is converting your customers, this is the report for you.

This report is perfect for getting specifics on which channel your buyers are starting and ending their journeys on when becoming a customer.

You can also use the search bar and find the journey sequences that has paid involved with at least one touchpoint. Then, go one step further and add-in landing page URL as a secondary dimension. This allows you to see what pages people are using and how they’re navigating through the sites. 

Campaign Specific

Your other option would be filtering your report by campaign or source. 

To do this, you’ll need to add Secondary Dimension Filters. Doing this will help you understand your traffic sources and which of your channels is bringing in the conversions. 

So, if you wanted to view which conversion paths only included visits referred from social media, you can do this by using the filter box above the report table. Simply type in “social”, and the conversion paths with social media referrals will pop up.

Then, you’ll be able to use advanced filters for secondary dimension information. Before doing that, though, make sure you add a secondary dimension for ‘source path’. This lets you view which websites that resulted in referral visits. 

From there, you can get even more specific and display conversion paths that only contained specific website visits, like Instagram or Facebook.

This is the report that displays if your “paid” and “organic” channels overlap so you can implement effective changes. 

It’s important to note that each customer is going to experience a different path that leads them to your website.

Related: 3 Useful Search Campaign Analyses You Need To Run Regularly


Using the Top Conversion Path Report helps you understand where your conversions are coming from, as well as your buyer’s journey to making the purchase. The Top Conversion Path report is a great resource to utilize before making changes to your marketing strategies so you can be sure you aren’t changing a source or channel that’s performing well.

Google Adwords isn’t something that you can DIY. It’s a major learning curve that most full-time business owners don’t have the time to learn. But, when it’s utilized to its full capacity, AdWords can be a major player in the success of your online business. 

Lucky for you, Google AdWords just so happens to be my specialty! So if you’re ready to put your energy back into the parts you truly love about being a business owner, message me today to see how I can help!

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