Where can you find the “Conversion paths” report in Google Analytics 4 to assess ad performance?

The "Conversion paths" report in Google Analytics 4 is located within the Advertising section. This report provides insights into how users engage with different advertising campaigns and the paths they take to convert. It allows you to analyze the effect of various touchpoints in the customer journey, helping marketers understand the impact of their advertising efforts on conversions.

The Advertising section is designed specifically to provide detailed analysis on ad performance, including metrics related to conversions that stem from campaigns, which makes it the ideal location for the "Conversion paths" report. In contrast, other sections, such as Reports, Acquisition, and User Explorer, are more focused on broader analytics or specific user behavior rather than detailed conversion path analysis related to advertising.