Where in Your Google Analytics 4 Property Can You Find the Conversion Paths Report?

Looking for the Multi-Channel Funnels or Conversion Paths report in Google Analytics 4? You’re not alone. If you’re used to Universal Analytics, you’ll find that GA4 has reorganized things quite a bit, but the good news is this powerful reporting feature still exists. This article will show you exactly where to find the Conversion Paths report in GA4, how to understand what you're seeing, and how to use it to get a clearer picture of your customer’s journey.

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Understanding Why the Customer Journey Matters

Before jumping into the “how,” it’s worth a quick refresher on why conversion paths are so important. Very rarely does a customer see a single ad, click it, and convert immediately. The modern customer journey is complex and fragmented, often involving multiple touchpoints across different marketing channels over several days or even weeks.

Think about a typical online purchase. A potential customer might:

• See one of your products in a Facebook ad while scrolling on their phone (an "early" touchpoint).
• A few days later, search for your brand name or product category on Google and click on an organic result to browse your site (a "mid" touchpoint).
• Sign up for your newsletter but not buy anything.
• A week later, receive a promotional email, click the link, and finally make a purchase (a "late" touchpoint).

In this scenario, which channel gets the credit? Old-school "last-click" attribution would give 100% of the credit to the email marketing campaign, completely ignoring the crucial roles that paid social and organic search played in building awareness and consideration.

The Conversion Paths report helps you move beyond this limited view. It visualizes the sequences of interactions that users take on their way to converting, so you can see how channels work together. This allows you to make much smarter budget and strategy decisions, recognizing the value of channels at every stage of the funnel, not just the ones that close the deal.

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Step-by-Step: How to Find the Conversion Paths Report in GA4

In Universal Analytics, multi-channel funnel reports were tucked away under the Conversions section. In GA4, Google has moved them to a more relevant home: the Advertising workspace. Here’s how to get there:

1. Log into your Google Analytics 4 property.
2. On the left-hand navigation pane, look for the icon that looks like a shield or a chart with an arrow. This is the Advertising workspace. Click on it.
3. Once the Advertising section opens, you'll see a new set of options in the same left-hand pane. Under the "Attribution" heading, click on Conversion Paths.

And that’s it! You've found the new home for conversion path analysis in GA4. The reason it lives here now is that Google sees attribution and path analysis as fundamental tools for evaluating campaign performance and paid media spend, so bundling them with your advertising-focused reports makes logical sense in their new framework.

Breaking Down the Conversion Paths Report: What Am I Looking At?

Once you open the report, you might see a combination of charts and tables. Let’s break down the different components so you can interpret the data correctly.

The Main Components

Your screen is primarily divided into two sections: a data visualization at the top and a detailed table at the bottom.

• Top Visualization: This chart often shows a breakdown of your channels and their contribution based on where they appear in the path: Early touchpoints, Mid touchpoints, and Late touchpoints. This provides a quick, high-level overview of the roles your different channels play. For example, you might notice "Paid Social" drives a lot of early touchpoints, showing that's where many customer journeys begin.
• Data Table: This is the heart of the report. It lists the actual conversion paths, showing the sequence of channels that led to conversions. The default view aggregates touchpoints by "Default channel grouping," rolling them up into easy-to-understand categories like "Organic Search," "Paid Social," "Direct," and "Email."

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Reading the Data Table

The table has several key columns:

• Touchpoints Path: This is the main column, showing the sequence of channels. For example, Organic Social > Direct > Paid Search.
• Conversions: The total number of conversions that followed this specific path.
• Purchase revenue: The revenue generated from the conversions that followed this path (if applicable to your conversion action).
• Days to conversion: The average time it took for a user to convert after their first touchpoint on this path.
• Touchpoints to conversion: The average number of touchpoints users had on paths of this type before converting.

Filtering and Customizing Your View

The real power of this report comes from customization. Above the main chart, you’ll find several dropdowns and filters that let you slice the data.

• Date Range: Fairly straightforward. Set the time frame you want to analyze. Be sure to give yourself a long enough window (like 90 days) to see full customer journeys for higher-priced items.
• Conversion Events: This is a critical filter. By default, GA4 might show you data for all your conversion events. You can use this dropdown to isolate a specific action, like purchase or generate_lead, giving you a much cleaner view of the paths related to a single, important goal.
• Path Length Filter: You can adjust the visualizer and table to show paths of a certain length. For instance, you could filter to only see paths with "5 or more touchpoints" to find your most complex customer journeys.
• Add filter: Click this button to apply more granular filters. You can filter by dimension, such as campaign, source, medium, or landing page, to get extremely specific with your analysis.

Putting It All Together: A Practical Example

Let's imagine you run an e-commerce clothing store and want to understand how your Memorial Day sale performed. You want to know which channels worked together to drive purchases.

1. You’d navigate to the Advertising > Conversion Paths report.
2. Set your date range to the duration of the sale.
3. In the Conversion Events filter, you'd select purchase to filter out all other conversions.
4. You then look at the data table and see the top paths look something like this:

Even from this simple view, powerful insights emerge:

• Email is the ultimate closer. It appears as the late touchpoint in almost all the highest-volume conversion paths.
• Paid Social is an excellent opener. Instead of just measuring it on immediate sales, you now see it fills the top of the funnel, introducing people who later convert via email. Without this view, you might have mistakenly thought your social ads weren't working.
• Search plays a key consideration role. The third path shows that a significant number of people saw a paid search ad, later came back via organic search (perhaps looking for brand reviews or specific products), and then eventually converted from an email.

Armed with this information, you can decide to invest more in top-of-funnel paid social campaigns for your next sale, knowing they are effectively feeding your email list, which is your most reliable channel for finalizing transactions.

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A Quick Look at the Model Comparison Tool

Right next to the Conversion Paths report in the left-hand menu is another incredibly useful report: the Model Comparison tool.

While Conversion Paths show you the sequence of events, a model comparison tool quantifies the impact of those sequences. It lets you compare how different attribution models distribute credit among your channels for the same set of conversions.

You can, for example, compare the default "Last click" model to Google's "Data-driven" model. You might find that under "Last click," "Email" is credited with 1,000 conversions. But when you switch to "Data-driven," "Email" gets 800 conversions, and "Organic Social" jumps from 50 credited conversions to 250.

This directly shows you which of your channels are being undervalued by outdated attribution models, giving you the data you need to justify investment in awareness and consideration-focused marketing efforts.

Final Thoughts

Finding the Conversion Paths report in GA4 is simple once you know to look inside the Advertising workspace. Getting comfortable with this report is fundamental to modern marketing, as it helps you appreciate the full customer journey and accurately value how all your marketing channels collaborate.

Digging through GA4 reports to piece these details together is a powerful skill, but it can quickly become time-consuming, especially when managing multiple campaigns across different platforms. We made Graphed to speed this up. We allow you to connect all your sources like Google Analytics, Shopify, and your ad platforms in a few clicks. From there, you can ask for exactly what you need in plain English – like, “Show me the conversion paths from my Spring Sale campaigns that ended in a purchase” – and instantly get an answer without ever having to remember which menu to click or how to build a custom report.