How to Conduct a User Flow Analysis in Google Analytics

Does your website offer the best experience possible to your visitors? If you’re not getting enough conversions as you expect from your website, chances are your site is not as user-friendly as you think. You can visualize the users’ path through your website by analyzing the Users Flow report in Google Analytics.

Let’s take a look at how to conduct a user flow analysis in Google Analytics, so you can determine the complexity of your website to the average user.

What is User Flow and Why Is It Important?

The Users Flow report in Google Analytics visualizes your users’ path through your site.

In other words, it shows you the exact steps users took to accomplish a task on your site:

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  • where your website visitors are coming from
  • how they navigate through your site
  • where they exit your website

For example, if you have a product landing page on your site, you can analyze the exact steps users go through to land on that page and complete the checkout process. Additionally, you can also track “drop off” in each step – where you’re losing the most visitors.

What Can You Accomplish With a User Flow Analysis?

Below are a few things you can accomplish using a user flow analysis in Google Analytics.

  • You can see the steps your visitors take or the page they navigate through on your site based on a selected dimension such as country, landing page, campaign, browser, etc.
  • You can track the through traffic and drop-offs in each path in terms of the relative volume of traffic.

This will help you to segment your audience, and identify potential problem pages on your site.

Conducting a User Flow Analysis in Google Analytics

Sign into your Google Analytics account and select the website for which you’d like to conduct a user flow analysis.

click on google analytics view

To view the Users Flow report, go to Audience » Users Flow.

users flow analysis in Google Analytics

In this report, you’ll see…

  • Green boxes: They represent pages and are labeled as URLs.
  • Curved gray lines: They represent visitors flowing from page to page. The thicker the line, the more users follow that path.
  • Red lines (drop off): They represent the percentage of visitors that exit the site after visiting that page.
  • Dimensions: The default dimension is country. You can change the dimension as per your requirement.

How to Select a Dimension in a User Flow Analysis

You can select a dimension like Landing Page, Country, Campaign etc. and see the users flow based on your selection. You can choose a dimension from the dropdown menu, which you can see just above the first path in the Users Flow diagram.

choose a dimension in users flow

How to View Through Traffic and Drop off in a User Flow Diagram

To view, through traffic and drop-off, you just need to move your cursor and hover over a path. See the screenshot below.

view through traffic and drop offs

We hope this guide helped you to conduct a user flow analysis of your website in Google Analytics.

If you liked this article, you’ll also enjoy this guide: How to Design a User Flow Diagram for Your Website. Diagramming user flow will help you spot potential problems and areas for improvement.

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