He searched on Google and clicked an organic link to your site.

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Google analaytics conversion paths touchpoints graph
Example of a conversion path
John Doe bought an amazing course on your site. engineer data Before the dude transferred his money to your bank account, he visited a lot of touchpoints that drove him to your site, web shop or app.

Still not convinced, he searched again a week later. Now, he clicked a paid ad.
Back he goes, but now to Facebook where he clicks on an ad that leads to your site.
A week later, he goes directly to your site and finally buys your course.
All these touchpoints are listed in the GA4 Conversion Paths report

in a chronological way
with the amount of times a user visited them
and only if the user converted during the selected period.
The example above is just one of the zillion possible customer journeys on the internet. Also note that it is different from what users do on your site. This information is available in the GA4 Conversion Report.

Meme google analytics conversion paths report
It would be a fatal mistake to draw conclusions from one path. So let’s find out what other conversion paths your users followed.

Where can you find the Conversion Paths report in Google Analytics 4?
To access the report, click Advertising on the left-hand menu. Then, go to the Attribution section and click Conversion paths.

conversion paths report menu ga4
The report contains two main sections. At the top, you can see the top 5 conversion channels.

In the table below the graph, you can see a detailed breakdown of all the conversion paths.