Paths report

The paths report provides marketers with an unattributed journey to a specific conversion event for every single tracked visitor. By aggregating individual user journeys, this report shows you the most common paths to conversion and helps identify cross-channel marketing patterns.

What business question does this report answer?

The paths report answers: What are the common paths my users are taking to specific events?

This helps you:

Understand cross-channel marketing strategies and whether they're working
Identify if users stick to one platform or switch between channels
See which channels appear at different stages of the customer journey (first visit, second visit, etc.)

How the paths report works

Attribution automatically tracks every user from the moment they first hit your webpage—even before you know who they are. The paths report takes all those individual customer journeys and aggregates them to show common patterns.

What the report shows

For each common path, you can see:

Visit sequence - The channels or campaigns users touched in order (Visit 1, Visit 2, Visit 3, etc.)
Path frequency - How many times this specific path has occurred
Average time - Average duration from the first visit to the conversion event
Total revenue - Total revenue generated by this path
Average revenue - Average revenue per conversion for this path

Channel vs. filter view

You can view paths at two levels:

Channel level - Broader channel categories (Facebook, Google, AdRoll, Affiliate, Organic)
Filter level - Campaign-level detail for more granular analysis

Report controls and features

Top controls

You can customize the path report by adjusting:

Date range - Select the time period to analyze
Conversion event - Choose which event to track paths to (e.g., "Order Paid", "Trial Started")
Aggregation settings - Configure how paths are grouped
Channel/Filter toggle - Switch between channel and filter (campaign) level views

Aggregate vs. individual paths

Use the toggle on the left side of the page to switch between two views:

Aggregate paths

Shows the most common paths to the specific conversion event across all users. This view reveals patterns like:

Majority of visitors first visit directly, then get hit by a retargeting ad
Users who start with Facebook tend to return via Facebook
Cross-channel sequences (or lack thereof)

Individual paths

Loads every single user that the report is using. This view allows you to:

See all individuals who touched specific channels (e.g., filter by "Google Ads" or "Affiliates")
View users who had a channel as a middle touchpoint (where the channel itself may not have visibility)
Export detailed user-level data

Path filtering

You can filter the report to show only individuals who touched specific channels. For example, filtering by "Google Ads" shows all users who interacted with Google Ads at any point in their journey—first, middle, or last touch.

CSV export

Download the unattributed path report as a CSV. This export can be used to:

Audit against your raw database tools or conversion tools (CRMs, Stripe, Recurly)
Upload to platforms like Google Ads as offline conversions to help with targeting

Example use case: Testing cross-channel marketing strategy

A company believed they had an effective cross-channel marketing strategy where customers would discover them on Facebook, click an ad, and then return via Google.

Using the paths report, they analyzed common paths to conversion and made several discoveries:

Channel loyalty over cross-channel switching: People who interacted with Facebook ads tended to stick to Facebook and not switch to Google. Similarly, Google users stayed within Google.
Missing expected patterns: When scrolling through the report, they didn't see the expected "Facebook then Google" path occurring frequently.
Data-driven insights: The report showed how many times each path occurred, the average time from first visit to conversion, and revenue generated by each path.

Outcome: This data helped them understand that their cross-channel marketing strategy wasn't working as expected. They had the information needed to go back and experiment with new approaches.

Getting there

You can access the paths report by clicking 'paths' at the top of the navigation bar.

If you have any questions on this please feel free to contact [email protected]