What is a Flow Report?

Flow reports analyze the most common paths toward a conversion, highlighting where users drop off at each step before reaching the final conversion event(s).

How is Flow Different from Path?

While Path focuses on users who complete the journey, Flow examines all users who start the journey, showing where they drop off. It provides complete drop-off counts for users who don't reach the final step.

Flow Settings

Set up your Flow with these basic inputs:

Direction

Choose to start from a specific event or look backward from an ending event. If the journey is too long, consider reversing the direction to gain insights from the other end.

Calculation Method

Decide whether to count uniques or totals at each step. Uniques show a single subject, while totals may be higher as a unique user could perform events multiple times.

Number of Steps

Determine how many steps forward or backward you want to see in your Flow report. You can display up to 10 steps for more detail.

Starting & Ending Event

Identify the critical starting and ending events for analysis. These can be virtual or standard events. Ensure they logically follow each other in sequence.

Subject

Analyze by an entity with a unique ID, such as User, Visitor, Device, or Session.

Group by

Applicable when there's a breakdown in your Flow report:

• Starting: Breakdown applied over the starting event(s).
• Global: All events must occur within the same breakdown group.

Partition

• Day: Default partition by day.
• None: Useful for analyzing longer-term patterns.
• Conversion Window: Steps must occur within a defined time period.

Filters in Flow

Apply filters to tailor your Flow report:

Filter on the Starting/Ending Events

Restrict your Flow to specific starting or ending events.

Filter Entire Flow Report

Exclude data from the entire report with a report filter. Ideal for viewing specific app versions, platforms, or features.

Pro Tip: Filter out noisy events by event name to clean up your Flow.

Flow Adjustments

Enhance your Flow with these adjustments:

Merge Events

Combine multiple events into one for analysis.

Expand Events

Break down an event based on a property within the Flow.

Fold Events

Eliminate successive duplicate steps by folding them into one.

Virtual Events

Visualize specific virtual events within the Flow.

Interpreting Flow Results

Flow reports display the top 25 occurrences, capturing the majority of user paths.

Main Node Numbers

Primary nodes show the percentage and absolute number of users at each step.

See Specific Numbers from One Step to Another

Hover over paths to see specific journey percentages and values.

Others Node

Expand the 'Other' node to see less popular events.

Drop Off Node

Indicates users who did not perform any more events after a step. A missing drop-off node means no users were lost at that step.