is there anyway within Google Analytics to track a buyers path to purchase. For example, for each transaction can the pages be tracked prior to the final purchase (e.g. organic search > homepage > widgets > red widgets > purchase)?

Interested to read if there's anyway I can get to this information, as it would be incredibly useful. I'm sure it's there, it's just finding it!

Thank you.

2 Answers 2


The Reverse Goal Path section in GA shows this information.

Conversions > Goals > Reverse Goal Path

  • Hi thank you for the response but I'd like to track the path for actual sales (seem to appear in 'e commerce' section). Is there a way I can do this using goals or is this something I can filter through the ecommerce section? Commented Jul 21, 2015 at 16:11

You can set up destination goals to your purchase receipt/thankyou pages and create funnels with different steps you have your users take. For example:

Home page>
Product page>
Cart page>
Purchase confirmation/receipt (goal)

you can see your configured funnel data from the Conversions>Goals>Funnel Visualization

Goal funnel visualization

Goals and funnels can get pretty complex depending on your environment. Though I found the LunaMetrics blog to be very helpful in my setup.

Your question is vague on details but this should point you in the right direction.

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