Conversion Journeys
Conversion journeys describes what converting sessions did before they completed. Four tabs report a different aspect: Channel sequences, Days to convert, Sessions to convert and Devices.
All four measure the same population in the same way. Each converting session contributes one observation, taken from its first completion within the selected scope. Repeat completions by the same session are not counted again here, which is what makes the four tabs comparable with one another.
Channel sequences
This tab reports the order of marketing touchpoints before each converting session's first completion. Touchpoints are marketing entries, not pages visited within the site.
The summary line reports how many converting sessions had observed touchpoints, out of all converting sessions. Beneath it sit three figures: the average number of observed touches, and the share of measured sessions that were single-touch and multi-touch.
Each sequence row shows the channels in order, then the converting sessions that took it, its share of all converting sessions, and the configured value of those completions. The Touches selector filters the rows to single-touch or multi-touch sequences, and rows page ten at a time.
Where two touchpoints share a timestamp their order cannot be established. The row separates those channels with a dot rather than an arrow and carries a warning that the order is unconfirmed.
Two denominators are in use on this tab, and the notes say which is which. The single-touch and multi-touch percentages use sessions with observed touchpoints, while each row's share uses all converting sessions.
Days to convert
This tab reports elapsed time from path entry to the first scoped completion, grouped into bands from under a day through to thirty days or more.
The measurement starts at path entry, not at the first marketing touch, so it describes the configured path rather than the whole buying journey. Bands are elapsed 24-hour periods, and Under 1 day includes sessions that converted immediately.
Sessions to convert
This tab reports how many sessions were observed in the conversion evidence up to each converting session's first completion, grouped into bands from one session through to eleven or more.
These are observed sessions, retained as part of the conversion evidence. They are not proof of every visit the person made, so read the distribution as a floor rather than a complete visit count.
Devices
This tab reports the device recorded on each converting session's first completion. Desktop, mobile and tablet always appear, and a Device unavailable row appears where the completion device could not be established.
The completion device is not the entry device. The dashboard's Entry device filter selects sessions by how they entered the path, and a visitor can enter on one device and complete on another, so the two can differ legitimately.
Shares and unavailable rows
Across the distribution tabs, shares use all converting sessions, including those without the measurement. This keeps the tabs comparable and stops a partial measurement from inflating its own percentages.
Rows representing an absence are styled distinctly rather than presented as a value. An unavailable row is a gap in the evidence, never a zero.
Export
Export CSV downloads every row in the current tab, not only the page on screen, followed by the selection, the scope line and the notes that apply. Channel sequences export as filtered, so set the Touches selector before exporting.
Troubleshooting
The measured count is lower than the converting session count
Some converting sessions lack that particular measurement, and the summary line reports both figures. The missing sessions still count towards the shares, which is why a band's percentages will not sum to a hundred when a measurement is incomplete.
Channel sequences show fewer sessions than the other tabs
Sequence evidence needs retained touchpoints before the completion, and some sessions have none. The notes report how many sessions had no sequence evidence.
A sequence shows channels separated by a dot
Those touchpoints share a timestamp, so their order could not be established. Treat the channels as present without an established order.
Days to convert looks shorter than the sales cycle
The measurement starts at path entry, not at the first marketing touch. Someone researching for weeks before entering the path appears in an early band, because only the time inside the configured path is measured.
The device split contradicts the entry device filter
The filter selects sessions by entry device; this tab reports completion device. Sessions that switched device between entry and completion produce the difference, and the note beneath the table says so.
A single sequence dominates the results
Check the average observed touches and the single-touch share. Where most sessions have one retained touchpoint, sequences collapse onto a few rows, and earlier touchpoints may simply not have been retained.