The default report shows data for all the conversions that took place in the selected period and had a maximum of 20 touchpoints.
You can change that and pick specific conversion event(s).
To do so, click on the arrow, select the usa student data events you want to include in your report, and click “Apply”.
Filter conversion paths
Filters are another useful element to dive deeper into the data. You can add, change, or remove them at the top of the report as follows:
- Click “+ Add filter”
- Choose a dimension, for example, “country”.
- Choose a “Match type”, like “exactly matches”.
- And a value, like “United States”.
If you follow the steps above, your Conversion Paths report will only show the conversion paths data about visitors from the US who converted.
Change the attribution model
Conversion attribution is a complex and highly debated topic . There is not one single model or tracking method that is 100% correct.
In the past, GA, gave users the choice to pick from different attribution models. But nowadays, there are only two models available in GA4.
The data-driven attribution model is the default in GA4. It uses AI to fill in data gaps and assign conversions to a channel based on a lot of data from users, current converters, and so on.
The last click model is the one that is used by Google Ads. It can skew conversion data in favor of Google Ads.
It is as if GA is doing its very best to assign as much conversions as possible to Google Ads
It’s wise to keep that in mind when making big decisions about your marketing budget. The same goes for any advertising platform that shows you data about your conversions.
The GA4 Conversion Paths report doesn’t only contain data about channels. You can also dive deeper by
- Clicking on the arrow next to “Primary channel group”
- Then choose your custom default channel group, with, for example, QR codes. Or to source, medium or campaign.
If you select campaigns, they will most probably show up in different conversion paths, as in the screenshot below:
For sites that have users with tons of different conversion paths, it is best to export the data.
You can do that by clicking the export GA4 Conversion icon at the top and then download the data as a CSV file.
Or, you can link your GA4 account with BigQuery. Or present the data for example, in a neat Looker Studio dashboard.
What does “no data available” mean in the GA Conversion Paths report?
When you see “no data available” in the Google Analytics 4 Conversion Paths report, that can mean different things.
The most common reasons and fixes are:
- Conversions are not set up in the GA4 property.
- No conversions happened in top 68 lead generation software and tools in 2023 (full list) the selected period. Change the selected date range.
- GA is not correctly installed on your site. Check if GA is installed properly. You can, for example, do a quick testing with the Real Time report.
- No conversion events are selected for the report. You can fix this by clicking on the arrow at the top of the report, select the conversion(s) and click the Apply button.
In conclusion: is the GA4 Conversion Paths report worth anything?
Conversion attribution is a sensitive topic. All advertising platforms put a lot of effort in convincing advertisers that their money is well spent. It is therefore not a coincidence that this report is a section of the GA4 advertising workspace.
The last click attribution model and GA4 Conversion the mysterious data-driven model may both work in favor of Google Ads.
On the other hand, strict privacy regulations have made it harder than ever before to follow users on their journey on the internet.
The Google Analytics 4 Conversion Paths china data report is therefore somehow valuable.
There is no point in trying to force users to follow the best performing customer journey including all the touchpoints in the “ideal order”.