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 how to interpret a Flows report. To learn about the basics of the Flows report click here, and to build a Flows report here.
Breakdown and Compare by Cohorts
Beside the Filter button, select the Breakdown button to select one or more cohorts from the drop-down list. You will be shown both users in and not in the cohort.
If you have selected multiple cohorts, the chart below will be broken down 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, “iPhone Users” are indicated in dark blue, “Android Users” in green, users in neither cohort in light blue, and users that overlap in both cohorts are in purple.
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, 47% of users are iPhone users, 43.1% of users are not in either cohort, 5.7% of users are Android users, and 4.2% 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 at the top of the chart 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.
Analyzing User Flows
User Flows displays a Sankey diagram in which the width of the lines is proportional to the flow quantity.
In the above example, more users moved from “App Install” to “App Open” 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 a 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
Mixpanel shows only the top 5 events ordered by the number of users who did that event, 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 can 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.