Google Analytics Metric
Web Analytics
User flow analysis maps the paths users take through your website in Google Analytics, from entry page through subsequent page views to exit or conversion. It identifies the most common navigation patterns, unexpected detours, and the paths that most frequently lead to conversion.
Google AnalyticsWeb AnalyticsUser Flow Analysis
User flow analysis maps the paths users take through your website in Google Analytics, from entry page through subsequent page views to exit or conversion. It identifies the most common navigation patterns, unexpected detours, and the paths that most frequently lead to conversion.
Why user flow analysis matters for Google Analytics users
Your site has intended user flows - the paths you designed for visitors to follow. Actual user flows often diverge significantly. Users may skip steps, take unexpected detours, or abandon at points you did not anticipate. Understanding actual flow reveals design assumptions that do not match reality.
Mapping user flow data into your metric tree connects navigation behaviour to conversion outcomes. This reveals which paths lead to the highest conversion rates and where the gap between intended and actual flows costs you the most conversions.
Understand and act on user flow analysis with KPI Tree
KPI Tree connects user path data from your warehouse and maps common flow patterns alongside conversion metrics. Identify the paths that most and least frequently lead to conversion.
Assign RACI ownership to your UX lead. Set alerts when primary conversion paths see reduced traffic or increased drop-offs and track navigation and content changes against their impact on flow completion.
Get started with your Google Analytics data
MCPPull metrics from Google Analytics directly through the Model Context Protocol.
Connect your existing warehouse where Google Analytics data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Analytics metrics
Funnel Analysis
Web AnalyticsMetric Definition
Funnel analysis tracks user progression through defined conversion paths in Google Analytics - from initial landing through intermediate steps to final conversion. It identifies where users drop off at each stage, quantifying the conversion loss at every step and revealing the most impactful optimisation opportunities.
Exit Rate
Web AnalyticsMetric Definition
Exit Rate = (Exits from Page / Total Page Views for Page) x 100
Exit rate measures the percentage of page views that were the last in a session for a specific page in Google Analytics. Unlike bounce rate, which considers only single-page sessions, exit rate applies to all sessions and identifies the pages where users most frequently end their visit.
Pages per Session
Web AnalyticsMetric Definition
Pages per Session = Total Page Views / Total Sessions
Pages per session measures the average number of pages viewed during a single Google Analytics session. It indicates how deeply users engage with your site content and how effectively your navigation and internal linking guide users through multiple pages.
Conversion Rate
Web AnalyticsMetric Definition
Conversion Rate = (Conversions / Sessions) x 100
Conversion rate measures the percentage of Google Analytics sessions or users that complete a defined conversion event - such as a purchase, signup, form submission, or key feature interaction. It quantifies how effectively your website turns visitors into customers or leads.
Content Performance Analysis
Web AnalyticsMetric Definition
Content performance analysis evaluates how individual pages and content types perform in Google Analytics across engagement, conversion, and revenue metrics. It identifies which content drives meaningful outcomes and which attracts traffic without contributing to business goals.
Explore user flow analysis across integrations
All Google Analytics metrics
Attribution ModellingAudience SegmentationBounce RateCampaign Performance ROICohort AnalysisContent Performance AnalysisConversion RateCustom Event Conversion RateEvent Tracking RateExit RateFunnel AnalysisGeographic PerformanceGoal Completion RateMobile vs Desktop PerformanceNew User RatePage Load Time ImpactPages per SessionReal-Time MonitoringReturn Visitor RateSearch Query PerformanceSession DurationTime-Based Trend AnalysisTraffic Source AnalysisUser Acquisition CostEmpower your team to understand and act on Google Analytics data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
