Users Flow

Visualize the most popular paths visitors take through your website.

Overview

Users Flow is a flow diagram of how visitors actually navigate your site: which pages they start on, where they go next, and where they leave. Traffic streams left to right through a series of interaction steps, with band thickness showing volume and every node showing how many visitors proceeded versus exited.

Where Funnels measure a journey you define in advance, Users Flow is exploratory — it surfaces the paths visitors are really taking, including ones you didn’t anticipate. Use Users Flow to discover; use Funnels to measure.

There’s nothing to set up: the report is computed from data you already track, works for historical periods, and adds nothing to your tracking code. Find it under Behaviour → Users Flow.

What Counts as an Interaction

Each step in the flow is an interaction — any measurable action: a pageview, an internal site search, an event, a download, or an outlink. That’s why flow counts can differ slightly from pageview-only reports. With site search tracking enabled, internal searches are automatically grouped under a Searches node.

Reading the Diagram

• Columns are Interaction 1, 2, 3, … in visit order
• Nodes are pages (or grouped categories), ordered by traffic from top to bottom
• Bands between nodes show how many visits took that path
• Each node shows visits that proceeded vs exited — exits at every step, not just the last
• Low-traffic pages are folded into an Others node per step to keep the diagram readable

Use the controls at the top left to show more or less detail and to change how many pages are shown per step (five by default). By default, URL query parameters are ignored so all variants of a page group together — contact support if you need parameters broken out.

Exploring a Node

Click any page node to open its menu:

• Show details — A table of that page’s traffic at that step, including which pages visitors went to next
• Explore traffic — Re-renders the entire flow for only the visitors who hit that page at that step: how they got there, and everywhere they went afterward

Right-click the Others node and choose Show details to list the individually hidden pages at that step.

Page URLs or Page Titles

A data-source switcher lets you build the flow from page URLs or page titles — titles are valuable when many pages share similar or dynamic URLs but have distinct names.

Segments

Apply any segment to compare navigation across audiences: first-time visitors vs returning, converters vs non-converters, mobile vs desktop, or traffic from a specific campaign.

Top Paths

The companion report at Behaviour → Top Paths (also reachable by clicking an interaction column’s title) lists the most frequent interaction sequences as a table, along with the Proceeded Rate — the percentage of visitors who performed a subsequent action after each step. It’s the quickest way to see after how many interactions your visitors typically drop off.

Both reports are available as dashboard widgets, can be exported, and can be sent as scheduled email reports.

Use Cases

Validate Your Intended Journeys

You designed the site expecting Home → Service → Provider → Appointment. Users Flow shows whether visitors actually follow that path — or route around it.

Find Unexpected Drop-Offs

Spot pages where a large share of traffic exits mid-journey, then investigate with heatmaps or session recordings.

Check Your Calls-to-Action

If a key landing page’s traffic flows mostly to peripheral pages instead of your conversion pages, the page’s CTAs aren’t doing their job.

Healthcare Examples

• How do patients move from condition content to provider pages?
• Does the online scheduling entry point get found from the pages patients actually visit?
• Which content do portal users view before and after logging in?

Limitations

• The visualization shows up to 10 interaction steps, and each step analyzes the top paths — extremely long-tail paths may not appear, so flow totals can be slightly lower than overview reports
• Explore traffic works for day, week, month, and custom date ranges (use a custom range instead of the year period)
• Proceeding counts may not exactly match the next step’s total when a step was an event or other non-pageview interaction
• The flow aggregates sessions; it isn’t a per-visitor trace — use the visits log for individual journeys

Next Steps

• Funnels — Measure a specific, defined conversion path
• Behavior Reports — Page-level performance data
• Heatmaps — See on-page behavior at drop-off points