What is User Flow?
User Flow is the sequence of steps a person takes across your product—from entry to exit—during a single session. It visualizes screens or pages visited (e.g., pageview or screen view) and the events between them, highlighting where users continue, loop, or drop off. Tools like GA4, Matomo, Plausible, and Simple Analytics all support some form of flow/path analysis.
How User Flow works
A flow groups user interactions into nodes (pages/screens or events) and edges (transitions). Analysts explore:
- Entry points (landing screens/pages, source, campaign, UTM)
- Path progression (forward clicks, loops, pogo-sticking)
- Exits & drop-offs (abandonment before a micro-conversion or primary conversion)
Segmentation is essential: compare new vs. returning (first visit), device classes, traffic sources, or cohorts (cohort analysis). If identities or devices change, account for it with cross-device tracking. Solid data capture via tag management and stable identifiers (client ID) ensure clean paths.
Why it matters
- UX optimization: Find friction where users loop or churn.
- Conversion lift: Shorten paths and reduce unnecessary steps to improve conversion rate.
- Prioritization: Focus on high-traffic paths with poor engagement (engaged sessions, engagement time).
- Attribution context: Understand the journey around touchpoints before choosing an attribution model.
Practical workflow
- Define the goal: Which goal or conversion are you optimizing?
- Segment smartly: Break flows by device, geography, or acquisition channel.
- Flag friction: Look for repeated nodes, backtracks, or outlier exits.
- Test fixes: Adjust navigation, copy, or step order and validate via A/B tests.
- Measure impact: Track path length, pages per session, step-through rates, and downstream ROI (ROI).
Handy reference
| Flow element | Examples | Related metric |
|---|---|---|
| Node | Product page, checkout screen | Pageview, Screen View |
| Transition | Click “Add to cart”, CTA tap | Event |
| Outcome | Checkout, signup | Conversion, Conversion Rate |