Google Analytics - Conversion Paths

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Visitor journeys, go to the Top Conversion Paths section of the Conversions reports.

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Google Analytics - Conversion Paths

  1. 1. Google Analytics Conversion Paths By: Errett Cord Email: ecord@ecord.us Twitter: @errettcord
  2. 2. Google Analytics – Conversion Paths Looking at the visitor journey, go to the Top Conversion Paths section of the Conversions reports (Conversions > Multi- Channel Funnels > Top Conversion Paths). Here, you’ll see the top 10 conversion paths by default, with options to extend the number of rows being displayed.
  3. 3. Google Analytics – Conversion Paths In this example, you can see that the most effective conversion paths are pretty standard (two direct visits, an organic search leading to a display ad, five direct visits etc.), but some other conversion paths are a little more unorthodox. Two display ads? A direct search leading to a display ad? Two organic searches?
  4. 4. Google Analytics – Conversion Paths There are options to display the top conversion paths by MCF Channel Grouping Path and map these results against Keyword (Or Source/Medium) Path, which can reveal new insights into how each of your channels are working.

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