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Multi-Channel Funnels: Top Conversion Paths

The Top Conversion Path report displays the sequence of interactions that led a visitor to a goal conversion, helping marketers determine the role that site referrals, searches, and ads have had in the conversion process.  Conversion paths can include organic search, paid search, email newsletters, social networks, referral sites, affiliate links and custom campaigns created in the site's Google Analytics account.

In addition to this report, other Multi-Channel Funnel reports can help marketers determine the number and value of closed sales and goal conversions each channel initiated, assisted, and completed (Assisted Conversions report), the amount time between the user's first visit and purchase or completion of a conversion goal (Time Lag Report), and the number of times a person interacted with a channel prior to converting (Path Length Report).

Google provides conversion path data for up to 90 days.  Learn more about Multi-Channel Funnels at Google.

To view this report Google Analytics must be configured correctly (please refer to our Google Analytics integration documentation).

multi-channel funnels top conversion paths

Top Conversion Paths Report


The Conversions table at the top of this report is based on the Key Metric selected in Report Options. The Conversion Totals and Channel Group table are based on the Analytics Conversion filter chosen in Report Options.

multi-channel funnels top conversion paths

Report Options

enter date range


  • Select Report Dates from the Report Options calendar tool or select a Custom Date Range in the top right toolbar
  • Check the Compare to Past box and select a period, if desired.

    If "Previous Period" is elected and the report date range is set to a 31-day month (e.g., July), and the previous month has only 30 days (e.g., June), then the report will include the last day of the month prior to that (e.g., May 31). This is the way the Google calculates the dates in their reports.

    We also offer a "Calendar Month(s)" option that compares each full calendar month in the report date range to the previous month(s). For example, if you select a report period of April 1 - May 31 (i.e. 61 days), the previous Calendar Months compared will be February 1 - March 31 (59 days), even though the total number of days in the 2 periods are not the same. As opposed to the "Previous Period" setting, resulting in a comparison period of January 30 - March 31 to match the 61 days of April 1 - May 31.

    The "Same Time Last Year" setting matches exact dates (e.g., January 1, 2018 - June 30, 2018 compared to January 1, 2017 - June 30, 2017).
select report sections

General Settings

  • Enter a custom report title (optional)
  • Show or Hide:
    - Conversions Graph
    - Conversions Totals
    - Channel Group Table
    - Rank Risk Index Google Algorithm Change
select analytics settings

Analytics Settings

Select a Key Metric for display in the Conversions Graph

  • Conversions
  • Conversion Value


View Conversion Totals and Channel Group Table data for all sessions or filter by a conversion goal that exists in the Google Analytics account for the tracked website.

Select Currency symbol type from the list of world currencies. The currency option is available in case Google doesn't send us the correct currency settings. We don't run a currency conversion, we simply display the numbers that pass from Google Analytics to Rank Ranger.

add events or notes


  • Show or Hide Notes (Single Date) in the Conversions Graph
  • Show or Hide Notes (Date Range)  in the Conversions Graph
  • Click the Add Note button if you want to create a new one

Click the Apply Changes button to save the settings changes you've made.

Add to PDF Report

Conveniently add a report or graph with its current settings to a PDF report by hovering over the gold gear icon and selecting Add to PDF Reports

add report to PDF

Select the PDF Report that you want the report or graph added to
select white label report

Drag the new report or graph into the position you want it to display in the PDF and confirm that the Date settings do not conflict with the automated scheduling settings.

Add to Marketing Dashboard

Conveniently add a report or graph with its current settings to a marketing dashboard:

1. Hover over the gold gear icon and select Add to Marketing Dashboard
2. Select the Dashboard (campaign name)
3. Select the Dashboard Page that you want the report added to

add report to PDF

4. Click the "Go to Dashboard" link to further customize the report (e.g., drag it to a specific position on the page, change date settings, etc.)

Refer to the Report Options section for details regarding the display settings, filters and sort options available for this report.

The report date (or date range) is governed by the selected Dashboard date option: Date Selection or Fixed Periods, learn more...

  • Daily reports default to the last day of the selected period
  • Weekly and monthly reports default to 1 month of data
To change the number of weeks or months displayed in a specific report, click the gear icon for any marketing dashboard report element and expand the Date option section, enter the number and click the Save Button.
marketing dashboard report date options

Add to Client Dashboard

Customize Report for Client Dashboard

Client Dashboards display our default report options for each individual report and graph until you modify them. To customize the display of the report, expand the Report Options section, change the settings and click the Apply Changes button.

Then expand Report Options again and hover over the Save icon and select Save as Default for Client Dashboard.

report options

After saving the Client Dashboard default, any changes that you make to the report options will not affect the display in the Client Dashboard unless you overwrite it by following these instructions again.

Enable the Report or Graph to display in the Client Dashboard

Open the Campaign Settings > Client Dashboard screen and check the box corresponding to the report(s) you want displayed in the dashboard, and then click the Save button. 

access permissions to client dashboard

Refer to Client Dashboard Settings documentation for additional instructions for customizing your dashboard.

Google Analytics Reports and Graphs

Authorizing a Google Analytics account connection provides data integration directly into the following Rank Ranger reports and graphs, many of which contain a variety of filter and segment options and can be added to white label client dashboards, web marketing dashboards and automated PDF Reports:


Combined with other Google services

Graphs & Widgets

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