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. This article explains the basics of the Flows report. To learn how to build a Flows report click here, and to interpret a Flows report here.
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 given your query criteria. Top Paths is calculated based on unique users.
Navigate to Flows by selecting it from the Analysis bar.