Google Analytic has a very good tool that allows website owners to visualize the flow of visitors on their website. This is called ‘User Flow’ feature that you will find under the audience tab. The user follow report shows how the visitors visit your website and the pages they visit along with their path they exited your website.

There two elements in the user flow-

1. Node- A node is a page or a collection of pages which the user visits usually highlighted in green.

2. Connection- A connection represents the path or user flow from one page to the other. It is displayed in grey color.

Using the User Flow Reports

By default the User Flow report shows different source/medium combinations through which the visitors came to the website, explore to different pages and exited.

Like other reports in Google Analytic, the filters are same for the User Flow report as well.

  1. Select a Dimension

Dimensions are the first step to use User Flow reports. Select the dimension of your choice to see the traffic through it. E.g. – If you select Country as a Dimension, country name appear as a Node in the left column along with the different countries below the node from where the traffic is coming to your website.

  1. Apply Segments

Segments are the filters that allow you to segregate the traffic easily and quickly. E.g. : If you are looking to view to Country/Territory traffic that came through Organic search, selected Organic Traffic as your segment

  1. Pan and Zoom

Pan and Zoom is on left hand side of the page and is similar to Google maps zoom feature. Zoom in or Zoom out makes the nodes and connections appear smaller or larger and is a good thing when you want to explore in details. For E.g.-if you want to see in detail the country wise data for the user flow, you can simply zoom in the data to see the data in details.

  1. Filter for traffic volumes

By adjusting the no. of connections displayed in the graph you have created by selecting dimension and segments you can increase or decrease the no. nodes and data. The filter can be found at the top right in the main window, just below the User Flow (Under menu: Level of Detail)

  1. Examining Nodes and Connections

To get more details regarding sessions, though traffic, drop-offs you can hover over a node, connection or exit and the information will be displayed.

  1. Focus on one traffic segment

If you will click on a node, you can get the segregate your report into-

  1. Highlight traffic through here- It will highlight all the connections through the selected traffic segment.
    • View only this segment- It is same to the highlight traffic filer but is applicable only on the dimension node.
    • Explore traffic through here- As the name suggests it shows all the traffic to and from the node.
    • Group details- Displays information related to the dimension or node grouped in different segments.
    • Change and compare dates

You can select the calendar feature in Google analytic which is standard in all reports to display the data of your range.

7. Export a report

You can export the user flow report as a PDF by clicking Export button (next to Level of Detail drop down on the top)

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