Two elements conversion paths report ga4

[shaownhasan]

Let’s first look at the top of the report.

Top conversion paths in Google Analytics
The graphic in the GA4 Conversion Paths report shows the 5 best performing touchpoints.

To be clear, these touchpoints can be different engineer data from the ones that generate the highest number of visitors.

In the screenshot below, for example

Organic search was a top conversion channel in the early and mid touchpoints of the customer journey.
In the late touchpoints column, its importance dropped and direct traffic took over the first position.
top channel conversion paths ga4
In many cases, the direct traffic channel will be a popular converting channel. That is because people already know the site and the address is stored in their browser. No need to Google it again.

Before we get to the second section of the report, let’s answer another important question.

What are touchpoints in the GA Conversion Paths Report?
Google Analytics keeps track of the channels, sources, mediums and campaigns your converting users visited. These are called touchpoints and the complete path is by default split into three different stages.

Early touchpoints
Depending on which primary dimension you selected in the GA4 Conversion Paths report, this column will contain the first 25% of the channels, mediums, sources or campaigns that drove users who converted on your site, app, or web shop.