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 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.
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 report 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. For example, you can use this to discover what users did right before making a purchase or converting in order to see what precipitated the customer’s choice to purchase.