A conversion path describes a series of visits User/S make to your Website. By default, Google Analytics gives you a Lookback window of 30 days. This means it will only take into consideration visits made by users 30 days before conversion. Nodes represent each visit and the time between the first visit and the last conversion is called the “time lag” of that specific conversion path.

A lookback window describes how far back you want to trace visits of your users.

By default, Google Analytics gives you a lookback window of 30 days. This means that it will only take into consideration visits made by your users 30 days before the ultimate conversion.

Unless restricted, Google Analytics will calculate the conversion path of ALL of your conversion goals in your Google Analytics account.

This default option is not entirely helpful since it mixes all of your goals together, ranging from goals that represent the ultimate purchase to goals that represent merely an engaged session.

Each of the “visit node” represents each visit your user/s conduct on your website between the beginning of your lookback window and the occurrence of the conversion.

The amount of visits in this timeframe is called a “path length”, and the time between the first visit and the last visit (conversion) is called the “time lag” of that specific conversion path.

If you have Google Ads integrated with your Google Analytics account, you will see an additional option in some of the settings that are called “interaction type”.

This is because, with Google Ads integration, Google Analytics will also take into account any actions on the Google Ads platform as part of the conversion path, which includes 1) ad impression on a specific keyword (impression), 2) rich media view thru an ad (rich media), and 3) a click onto the website.