Top Conversion Paths Table
The Top Conversion Paths table shows the channel sequences that led to conversions—revealing how marketing channels work together to drive results.
Quick start
1. Select a domain and optionally a path
2. Review the insights summary for overall patterns
3. Examine the most common paths by converting sessions
4. Expand rows to see device breakdown and channel details
Understanding path sequences
A conversion path shows the sequence of marketing channels a session touched before converting. For example, 'Organic Search → Email → Direct' means the session first arrived via organic search, returned via email, and finally converted via direct access.
Paths are read left to right, with arrows (→) indicating the journey progression. When a channel appears multiple times consecutively, a badge shows the count (e.g., 'Email ②' means two consecutive email touches).
Insights summary
| Metric | Meaning |
| Converting Sessions | Total sessions that completed the conversion path (counted once per session). |
| Avg. Path Length | Average number of channel touchpoints before conversion. |
| Single Touch | Percentage of sessions that converted with only one tracked touchpoint. |
| Multi-Touch Paths | Percentage of sessions with two or more touchpoints before conversion. |
Understanding the columns
| Column | Meaning |
| Conversion Path | Sequence of marketing channels touched before conversion. |
| Converting Sessions | Number of sessions that took this exact path and completed conversion. |
| Revenue | Total revenue from sessions that took this path. |
| Avg. Value | Average revenue per converting session on this path. |
| % of Total | Percentage of all converting sessions that took this path. |
Using the path length filter
The dropdown filter above the table allows filtering by path length.
| Filter | Shows |
| All Path Lengths | All conversion paths regardless of length. |
| 1 Touch | Single-touch conversions (direct or one-channel journeys). |
| 2 Touches | Two-channel journeys. |
| 3–4 Touches | Medium-length journeys. |
| 5+ Touches | Complex multi-touch journeys. |
What should I do next?
| If you see... | Then... |
| High % of single-touch conversions | Many conversions happen quickly. Focus on optimising those channels directly. |
| High % of multi-touch paths | Customers research before converting. Ensure consistent messaging across channels. |
| Same channel appearing multiple times | Visitors return via this channel repeatedly. Consider nurture campaigns. |
| Organic → Paid pattern | Visitors discover organically, convert via paid. Consider brand bidding strategy. |
| Email in most paths | Email is a key conversion driver. Invest in email list growth and nurture sequences. |
| High-value paths with low volume | These paths convert high-value customers. Investigate how to scale them. |
| '(direct)' as top path | Many conversions have no tracked touchpoints. Check UTM tagging and attribution setup. |
Expanding rows
Click the chevron (▼) on any path row to see detailed breakdowns.
Device breakdown
Shows conversion events, revenue, and average value by device type for sessions that took this specific path. Use this to identify device-specific patterns within each path.
Channel details
Shows the channels that appeared in this path, their touch counts, and percentage of total path touches. Use this to understand which channels contribute most to the journey.
Sorting
Click any column header to sort the table. Click again to reverse the sort direction. The default sort is by Converting Sessions descending (most common paths first).
Troubleshooting
Table is not visible
The Top Conversion Paths feature requires cookie-based tracking. If the domain uses cookieless tracking, the section is hidden entirely.
'No conversion paths found'
No conversions occurred in the selected date range and filters. Try expanding the date range or removing restrictive filters.
'(direct)' appears frequently
This means conversions happened without tracked marketing touchpoints. Common causes include missing UTM parameters, direct URL entry, or browser privacy features blocking referrer data.
Path doesn't match expected journey
Paths show channel-level sequences, not individual pages. A visitor might have multiple page views within a single channel touchpoint. The path captures the channel progression, not every interaction.
FAQ
What's the difference between converting sessions and conversion events?
Converting sessions counts unique sessions (one per session regardless of how many times it converted). Conversion events counts all conversion completions (a session with three purchases counts as three events).
Why do consecutive channels show a count badge?
When a visitor returns via the same channel multiple times consecutively, the path groups these into one badge with a count. 'Email ②' means two consecutive email touches rather than 'Email → Email'.
How far back do paths look for touchpoints?
Paths include all touches from the visitor's first recorded touchpoint up to the conversion time. This captures the full journey for that session.
Why might my path totals not match Channel Performance totals?
Channel Performance attributes based on first-click or last-click models. Conversion Paths shows complete sequences. A single conversion appears once in Channel Performance (attributed to one channel) but shows its full multi-channel path here.