Touchpoints conversion credits channel

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If the early touchpoints column contains no data, that means there was only one touchpoint.

no early touchpoints conversion reports ga4
Mid touchpoints
These represent 50% of the conversion path channels, campaigns, etc. If there are less than three touchpoints in total, this column will be empty.

Late touchpoints
The late touchpoints represent the last 25% engineer data of channels, campaigns, sources and mediums that led to a conversion event on your site.

You can see more details if you hover over on one of the channels.

In the example above Google Analytics 4 assigns the following Conversion Credits to Paid Search:

Early touchpoints: 8.89
Mid touchpoints: 16.94
Late touchpoints: 85.36
Isn’t it weird that the conversion credits have two decimals?

No, because the touchpoints are calculated. If there are 112 conversions through paid search, these are assigned into the 25/50/25 % touchpoints. It is not an exact number, but calculated.

Besides, the report can show data of all your GA4 conversion events or a selection.