Path Analysis

Path Analysis shows the sequence and interaction of touchpoints across user journeys, helping to identify patterns and platform synergies.

Path Analysis Page Intro

Features Overview

Path Setup

At the top right of the Path Analysis page, you'll find the Path Setup, which allows you to control how customer journeys are displayed. You can choose to include or exclude the following features:

• Path Stitching

• Impressions

• Synthetic Impressions

The selected toggle settings affect only the Touchpoint Type pie chart and the KPI cards. They do not impact any other parts of the Path Analysis page.

Touchpoint Type Chart

The Touchpoint Type pie chart is located between the Path Setup (with toggle bars) and the KPI cards. It displays the proportion of touchpoints by type, including Visits, Synthetic Visits, Impressions, and Synthetic Impressions.

The touchpoint types shown depend on the settings in the Path Setup, as described above. Enabling Impressions and/or Synthetic Impressions in the toggle bar adds those types to the chart. Enabling Path Stitching may change the total number and distribution of touchpoints, as journeys are reconstructed across devices and sessions.

In some cases, you may also see Synthetic Visits. These appear when web data is pulled via the GA4 API, which only provides the first and last touchpoint of each journey. GA4 reports the first touchpoint in the same data row as the last, meaning the last touchpoint receives most of the attribution credit. To preserve the full journey context, Roivenue includes the first touchpoint in the reconstructed path but labels it as a Synthetic Visit, since it lacks full session-level information.

KPIs Cards

At the far left of the top section, you’ll find KPI cards that display key metrics related to the structure and duration of customer journeys. These cards help you quickly assess the complexity and dynamics of your conversion paths.

KPIs cards respond to the settings in the Path Setup described above. This means their values will change depending on whether you include Path Stitching, Impressions, or Synthetic Impressions in your view.

The following metrics are available:

• Touchpoints to Convert: The average number (mean) of touchpoints users interact with before converting.

• Days to Convert: The average time (mean) it takes users to convert, measured from the first touchpoint.

• LT Redistribution: The share of conversion credit assigned to earlier touchpoints, rather than just the final (last-touch) interaction.

Bar Charts

In the middle section of the Path Analysis page, you’ll find two bar charts that provide a deeper look into how long customer journeys typically take, both in terms of time and number of touchpoints.

These histograms break down the distribution of customer journeys, showing:

• Touchpoints to Convert: How many touchpoints did users go through before converting, from single-touch journeys to longer, multi-touch paths?

• Days to Convert: How long it took users to convert, grouped into time intervals (e.g., within 1 day, 2 days, 3–7 days, etc.).

Venn Diagram (The Overlap Chart)

The Overlap Chart helps you visualise how different types of touchpoints interact within conversion paths, revealing dimension synergies and combinations that contribute to conversions. You can choose any available dimension to define what each touchpoint represents and then select up to three specific values to analyse their overlap. In the demo above, we use the Platform Name dimension to show how touchpoints from different platforms appear together in customer journeys.

The dimension you select here only affects the visualization of the Venn diagram. It does not influence any other part of the Path Analysis page.

Conversion Path Table

The Conversion Path table provides a detailed breakdown of individual conversion paths, helping you understand which types of journeys lead to the most conversions or revenue.

Each row in the table represents a unique path structure, defined by the dimension you select for representing touchpoints. You can then switch between four available metrics to evaluate the performance of each path type from different perspectives. The metrics shown are aggregated, reflecting the total values for all customer journeys that followed the same path.

The table also supports advanced filtering, allowing you to refine your view based on specific conditions.

Using the Filter Panel in the Path Analysis

While certain filters apply only within specific features, such as Path Setup, the Venn diagram, or the Customer Journey table, the Filter Panel allows you to filter data across the entire Path Analysis page. The Filter Panel is available in various parts of Roivenue, but its behavior in Path Analysis has some specific nuances worth highlighting. The filtering logic may differ from what users expect at first glance.

When you select a value in the Filter Panel (e.g., Google Ads under the Platform Name dimension) and apply the only condition, all visualizations on the page will update to show only those conversion paths that include Google Ads at any point in the journey.

If you instead use the exclude option for Google Ads, only those paths that consist exclusively of Google Ads will be excluded. This means that the results will still include paths where Google Ads appears together with other platforms.

You can see this behavior demonstrated in the example below.

FAQ

1. Why do I see synthetic visits in the Touchpoint Type chart?

Synthetic visits appear when web data is pulled through the GA4 API. GA4 typically provides only limited journey data — specifically, the last touchpoint, which may include information about the first touchpoint in the same row. However, this first touchpoint is reported without full session-level detail. To preserve the beginning of the journey, Roivenue includes it as a synthetic visit.

2. Why can’t I enable Path Stitching in the Path Setup?

The Path Stitching option is available only if you have implemented Roivenue Measurement, which provides the data needed for journey reconstruction. Read more about Path Stitching.

3. Why can’t I enable Impressions in the Path Setup?

To include impressions, your account must have an active impression tracking pixel. If this pixel is not implemented in the advertising platforms or has not been collecting data, impression-based touchpoints cannot be included in the analysis. Learn more about impressions.

4. Why can’t I enable Synthetic Impressions in the Path Setup?

Synthetic impressions are only available if your setup supports them. Common reasons they may not be available include:

• Conversion values are not sent from your website to the respective platforms

• GA4 web data and ad platform data are not time-aligned (e.g., due to mismatched time zones)

• Platform-side conversion data is not available for matching

To activate synthetic impressions, your web and platform data must meet specific requirements.

5. Why do I mostly see paths with just two touchpoints?

This is typically caused by using the GA4 API connector to pull web data. GA4 API only provides limited customer journey data — usually just the first and last touchpoint — which results in shorter paths and conversions appearing to happen within a single day.

Roivenue uses the GA4 API mainly to backfill historical data, especially when a BigQuery connection isn’t yet in place. However, this method is not ideal for long-term analysis.

Additionally, GA4 API data lacks accurate timestamps for many touchpoints. In some cases, timestamps are missing entirely, which causes touchpoints to cluster within a single day.

To ensure accurate and complete customer journeys, we strongly recommend connecting Google BigQuery, which allows Roivenue to process full raw data from GA4. How to share GA4 data through BigQuery.