Google Analytics allows you to look at the path that users take before making a conversion on your site. This is useful because it helps you better understand what your audience needs from you in order to take an action that you hope they will.
In order to see the top conversion paths on your site, first log in to your Google Analytics then click Conversion > Multi-Channel Funnels > Top Conversion Paths. This will show you your top conversion paths.
For example, you may see something like Direct x2 or Organic Search > Direct. What this shows is the path that users took to eventually get to a conversion.
Direct x2 means that users came directly to your website twice before there was a conversion.
Likewise, Organic Search > Direct means that users found your site organically, then visited a second time by coming directly to your site and then a conversion was made.
This insight into user behaviour can help you develop better digital media campaigns and show you what areas to focus on on your website.