In Google Analytics, the Top Conversion Path shows you how channels interact along a conversion path.
It shows you the sequences of channel interactions leading to conversions, the number of conversions from each path, and the value of these conversions.
For example, the number of conversions initiated from Google Ads and terminated by ‘Direct’ or ‘Organic’.
By analysing the list of paths you will understand how to market more accurately across channels.
The Attribution model
In your Google Ads, the conversion’s Attribution model is set as default to ‘Last click’.
The Last click attribution model assigns 100% credit to the final touch point, for example, a click that immediately precedes a conversion.
The attribution model can be changed to First click’, Linear, Time decay and Position-based.
Note: if you change your attribution model, you can revert your setting, however, you can’t revert and update your data.
Watch it on YouTube (Larger version)
All credit for the conversion to the first-clicked ad and corresponding keyword.
Distributes the credit for the conversion equally across all clicks on the path.
40% of the credit to both the first and last clicked ads and corresponding keyword, with the remaining 20% spread out across the other clicks on the path.</position-based
Distributes credit for the conversion based on past data for this conversion action.
Data-drive is only available to accounts with enough data (at least 15,000 clicks on Google Search ads and 600 conversions in the last 30 days).
Should your data drop below 10,000 clicks on Google Search ads or 400 conversions in the last 30 days, reports will switch to a linear model until the required threshold are met again.
Top Conversions Path report
The Top Conversion Paths report shows the conversion paths that your customers took on their way to convert.
You can see all of the unique conversion paths (sequences of channel interactions) to conversions, as well as the number of conversions from each path, the value of those conversions, and how channels interact along with your conversion paths.
In this example, the most common path to conversion is one Direct search referral visit, follow by two Direct search referral visits.
MCF (Multi-Channel Funnels) Channel Grouping Path
Conversions > Multi-Channel Funnels > Top Conversion Paths.
On the search field type ‘paid search’.
In this example, the MCF (Multi-Channel Funnels) shows all the interactions from the ‘Paid search’ channel to conversions.
Add a Secondary Dimension to get more insights.
For example Acquisition or Google Ads.
Within Acquisition and Google Ads, you can analyse the path to conversion where interactions on the path are represented by your chosen secondary dimension.
MCF Channel Grouping Path > Secondary dimension > Acquisition.
You can add: Campaign (Or Source/Medium Path, Campaign Path, Default Channel Grouping Path, Keyword (Or Source/Medium Path, Keyword Path, Landing Page URL Path, Medium Path, Source Medium Path, and Source Path.
Secondary dimension > Google Ads.
You can add: Ad Content Path, Ad Group Path, Destination URL Path, Display URL Path, Google Ads Ad Group ID Path, Google Ads Campaign ID Path, Google Ads Campaign Path, Google Ads Creative ID Path, Google Ads Criteria ID Path,
Google Ads Customer ID Path, Google Ads Keyword Path, Placement Domain Path, Placement URL Path, and Search Query Path.
Extract from my Book ‘Making Google Ads Work’.