Flows identifies the most frequent paths taken by users from or to any event. Use Flows to understand how your users sequentially perform events in your product, and analyze drop-offs or unsuccessful behavior. Choose either a starting event or an ending event to track the paths users take from or to a key event.
For marketers, this means finding out the steps users take leading up to a conversion, or where they actually go instead of converting. For product managers, this means seeing if users are actually completing onboarding, or pinpointing where they drop off. Drive conversion by identifying the optimal paths that lead users to convert, and seeing which events take users off that path.
Flows is only available to Enterprise customers as an open BETA. Currently there is no support for autotrack events.
Creating Flows Reports
Navigate to Flows by selecting it from the Analysis bar.
Choose whether you would like to select the starting event or the ending event for your flow by selecting from the options at the top of the query builder.
Forward Flows (starting with) - Understand paths of users in your newly launched product.
Reverse Flows (ending with) - Find where users go instead of completing your conversion/funnel.
Select an event from the drop-down list at the top, and then select the date range you want to analyze.
Filtering by Cohorts
You can choose to filter by a cohort, if you would like to limit the scope of the report. First, select a cohort from the list.
Then, choose whether you want to include users IN the cohort or NOT IN the cohort.
You can choose to hide events from the flows report to simplify and clarify the results. This is useful if you have common events that you know your users will perform frequently but are not relevant to the flow, such as “browse page”.
Click the Show All Events button and un-check any events you want to hide from the query.
Analyzing Top Paths
Below the query builder you will now be able to see the top 50 paths your users took after the starting event or before the ending event. A path is defined as any sequence of up to five events.
Between each step the arrow indicates the percentage of users who converted from one step to the next.
On the left of each section, you can see the total number of users who took that path, as well as the percentage of your total user-base that took that path.
Analyzing User Flows
Common User Flows are shown through a Sankey diagram in which the width of the arrows is proportional to the flow quantity.
In the above example, more users moved from “Game Played” to “Level Completed” than any other path. This is graphically signified by the width of the arrow.
Note that only the top 5 events ordered by the number of users who did that event are shown, while the rest are grouped into a node called “Other events”. This represents the sum of all the users who did events which were not in the top 5.
“Drop-off” represents users which did not do any events in the previous step and therefore dropped out of the flow.
Hover over a stage of the diagram to highlight it and see details of that section. This includes the total number of unique users who moved between those two steps on that path, as well as the percentage.
Select any blue node representing an event on the Sankey chart to highlight the most popular paths that led to or from that node. The selected node is indicated in purple.
Breakdown by Properties
You can choose to breakdown the results of your flows by a particular property in order to see how that property may impact user flows.
Click the + Breakdown button at the bottom of the query builder, select an event, and then select a property under that event.
The results will be broken down by country in this example, as indicated in the Sankey chart below.