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.
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.
There are two types of Flows charts you can view:
- User Flows: a Sankey diagram in which the width of the lines is proportional to the flow quantity.
- Top Paths: 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. Top Paths is calculated based on unique users.
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 the paths users take through your product from a single starting point to determine how they are using it.
Reverse Flows (ending with) - Understand the paths users take through your product to a single ending point to determine the effectiveness of your flows to that event.
Select an event from the drop-down list at the top, and then select the date range you want to analyze.
Filtering & Comparing by Cohorts
You can choose to filter by a cohort in order to limit the scope of the report, or breakdown by two or more cohorts to compare their behavior.
First, select one or more cohorts from the list.
Then, choose whether you want to include users IN the cohort or NOT IN the cohort. You can only choose this option if you have selected one cohort.
If you have selected multiple cohorts, they will break down the chart below by those cohorts. Cohorts will appear in the chart in different colors, making it easy to follow the paths the cohorts took in your flows.
In the following example, the cohorts “Android Users” and “iPhone Users” are being compared. As shown in the Legend on the left of the chart, “Android Users” are indicated in green, “iPhone Users” in light blue, and users that overlap in both cohorts are in dark blue.
To see the percentage breakdowns of these cohorts in more detail, click on a node to highlight the strongest path to that node. The box that pops up shows the percentage of each cohort that followed that path.
In the following example, 34.8% of users made an In App Purchase, 72% of which were iPhone users, 14.7% were Android users, and 13.2% were both iPhone and Android users.
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 “clicked X button”.
Click the Hide Events button and check any events you want to hide from the query, then click Apply.
You can also choose to hide a specific event from the flow by right clicking on it in the flows chart. This feature is available for User Flows and Top Paths.
Analyzing User Flows
Common User Flows are shown through a Sankey diagram in which the width of the lines 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 line.
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 a lighter blue.
Unlimited Steps Control
You can choose to add more steps to this flows report in order to see the complete path your users take through your product. Click - or + steps to remove or add steps to your report.
Scroll to the right to view all steps in a forward flows report, and scroll to the left to view all steps in a reverse flows report.
You can also choose to click on a specific step header to remove it from the flow, or click the + button at the end of the flow to add another step.
"Other Events" & "Drop-Offs" in User Flows
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” represent users who did not do any events in the next step during the time period specified in the report, and therefore dropped out of the flow.
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.
The total number and percentage of users who completed a flow is indicated on the left, while the percentage of users who converted from one step to the next is indicated between each step.
On the left of each path, 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.
Breakdown by Property
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. You can breakdown the report by multiple properties.
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.
Filter by Property
Filter your Flows chart by a property focus your query or examine a specific portion of your users, such as those on iOS. You can choose multiple filters.
Click the +Filter button and selecting a property from the list. Click Add filter to apply the filter to the report.