Google Analytics Key terms

What is the user flow in Google Analytics?

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Published on Jan 20, 2023 and edited on May 12, 2023 by Iron Brands

User flow in Google Analytics is a visual representation of how users navigate through your website. It shows the paths they take from their entry point, through various pages, and up to the point where they exit your site. By examining user flow, you can gain insights into user behavior, identify potential bottlenecks, and optimize the overall user experience.

For example, let's say you have an online clothing store with the following pages: Home, Men's Clothing, Women's Clothing, Cart, and Checkout. A user flow diagram in Google Analytics might reveal the following journey for a visitor:

  1. Entry Point: Home page
  2. Next Step: Women's Clothing page
  3. Next Step: Product Detail page (for a specific item)
  4. Next Step: Cart page
  5. Exit Point: Cart page

In this example, the user enters the website on the Home page, navigates to the Women's Clothing page, views a specific product, adds it to the cart, but then abandons the cart and leaves the site. By analyzing this user flow, you can identify potential issues, such as a confusing cart design or high shipping costs, that may be causing users to abandon their carts.

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