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  • The Goal Flow report lets you visualize the path your visitors take through a defined

  • process towards a goal.

  • In this lesson we'll review how to see the paths user navigate to your goals, and how

  • to understand whether users are completing targeted objectives as you expect them to.

  • Before getting started with the Goal Flow report, you need to set up at least one Goal

  • for your website or application. This report is most valuable for Goals that have one or

  • more funnel steps preceding the goal completion.

  • For more information on setting up Goals and Funnels in Google Analytics, check out the

  • resources in this lesson.

  • Once you've set up Goals and Funnels, you can access the Goal Flow report in the Conversions

  • section of Google Analytics.

  • In the report, each box represents one of the funnel steps you create for your Goal.

  • We call these boxes "nodes." The final node you see in the report represents the Goal.

  • In this example, you can see three funnel steps for a checkout process laid out in the

  • report -- the billing address, the shipping details and the payment information. These

  • are all touch points along the way to the order completion conversion.

  • Visitors who travel through the funnel and exit at the Goal have completed your objective,

  • or "converted."

  • By clicking on any of the nodes in the report, you can see a breakdown of the percentage

  • of users who entered through the funnel step, and either continued to the next step or dropped

  • out of the funnel.

  • If you have a large drop-off rate at a certain step, this shows an opportunity where your

  • conversion process could be improved. Perhaps a technical issue is preventing users from

  • continuing through the funnel. Or, the step could be too confusing for users to continue.

  • By highlighting traffic through particular nodes in the report, you can also identify

  • where people may be having difficulties with the conversion process. Here you can see that

  • a significant percentage of people are looping back to the billing address page after entering

  • their payment details when they go through the checkout process. If this was an unexpected

  • behavior for your site, you might want to investigate whether there's a better way to

  • streamline the billing process for your users.

  • Clicking into the group details of one of the nodes shows you which pages are categorized

  • as part of a funnel step. This is an easy way to ensure that you've set up your funnel

  • correctly. If you notice pages listed in the report that don't belong, you can make corrections

  • to your Goal and Funnel set-up.

  • Beneath the Goal Flow report you will see a table version of the report data that breaks

  • out the Funnel performance metrics by the dimensions you have selected. By clicking

  • into one of the rows of the report, you can highlight the pathways for one particular

  • segment of your traffic. This can be a useful tool for analyzing your conversion processes,

  • particularly to investigate whether your conversion success varies by device type, location or

  • traffic channel.

  • For more details on how to get started with the Goal Flow report, check out the Google

  • Analytics Help Center and the additional resources in this lesson.

The Goal Flow report lets you visualize the path your visitors take through a defined

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