Behavior Flow is a path visualization in web analytics that shows how visitors move through your site: from one Pageview or Custom Event to the next within a Session. Nodes represent pages or key interactions; connections represent transitions with their volumes and drop-offs. The goal is to spot friction, dead ends, and the paths that actually lead to a higher Conversion Rate.
Why it matters
- Surfaces the most common entry routes and the unexpected detours users take.
- Highlights where users exit (compare with Exit Rate and Bounce Rate).
- Validates funnels: a Behavior Flow complements a strict Goal Funnel by revealing real-world path diversity.
How to read Behavior Flow
- Check the first column: top entry pages or first events.
- Follow thick connections (high traffic) to see dominant journeys.
- Watch red/gray drop-offs at each node to locate friction.
- Segment the flow by channel, device, or User Segment to expose different behaviors.
Quick math: drop-off and continuation
A simple way to quantify a weak step is drop-off rate between two nodes:
Drop-off % = (Entries into Node − Transitions to Next) / Entries into Node × 100%
Example:
| Step | Entries into Node | Transitions to Next | Drop-off % |
|---|---|---|---|
| A → B | 4,000 | 2,800 | 30% |
| B → C | 2,800 | 1,120 | 60% |
Here, Step B is the bottleneck (only 40% continue). Prioritize fixes there: copy clarity, load time, layout, or missing CTAs.
Practical tips
- Track meaningful events (Form Submission, Click Event) so the flow includes intent, not noise.
- Group low-traffic pages into logical buckets to reduce chart spaghetti.
- Compare flows before/after a change to validate impact.
- Use cohorts alongside Cohort Analysis to see if improved paths affect long-term behavior.