Goal Flow

About the Goal Flow report

The Goal Flow Report visualises the path your visitors travelled through a funnel towards a Goal. This report can help you see if visitors are navigating your content and completing a targeted objective as you expect them to.

The final node you see in this report represents the Goal, and the other nodes represent funnel steps. Visitors that travel through the funnel and exit at the Goal have completed your objective, or converted.

Use the Goal Flow Report to investigate questions like:

  • Where do visitors enter my funnel – at the first step, or are they jumping in somewhere in the middle?
  • Are there a lot of unexpected exits from a step in the middle of the funnel?
  • Is there a place where traffic loops back?
  • Is there one segment of traffic that acts differently to other segments? Is it converting more or less often?

If a segment of traffic behaves differently than you would like at any particular step, take a look at that content. You might find an element that doesn’t render properly or that the navigation from a visitor’s perspective is different than you expected when you set up your funnel. After an evaluation and making any necessary corrections, revisit the Goal Flow Report in a few weeks to see if the changes that you made improved the conversion rate for that specific Goal.

Find the report: Goal Flow is located under Standard Reporting > Conversions/Outcomes > Goals.

Report requirements: You must have set up Goals to use the Goal Flow Report, and you should combine Goals and Funnels for better information.

Next steps: For information about how to configure the report and use the different visualisation options, see Using Flow Reports in the Flow Report overview section. For information and examples about analysing the Goal Flow, see other articles about the Goal Flow Report.