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

1. Google Analytics
Conversion Paths
By: Errett Cord
Email: ecord@ecord.us
Twitter: @errettcord

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. 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. 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.