About the Events Flow report

If you’re tracking special content like videos, downloadable items, and embedded gadgets as Events, use the Events Flow report to visualize the order in which users trigger these Events on your site. The Events Flow report can help you discover what content keeps users engaged with your site, and see the paths users take from one popular Event to the next.

Each node in the report represents an Event. Nodes are organized into columns that reflect the order in which users triggered Events on your site, but there isn’t an inherent order to how nodes appear in the report. For example, all Events in the first column of the flow represent any Event that users triggered before other Events. Events in the second column were triggered second, and so on through the report. Events triggered most frequently appear closer to the top of each column and those triggered less often appear towards the bottom.

To organize the report, group Events into nodes based on Category, Category/Action, or Category/Action/Label. These classifications and what you see in the report are based on the way you set up Events. The more organized you are about setting up your Categories, Actions, and Labels in your Events, the easier it will be to read and interpret this flow report. You may, for example, want to put all of your videos and downloadable items into different Categories and use Actions and Labels to further differentiate between individual Events.

Note that exits in this report don’t necessarily indicate exits from your site; exits only show that a traffic segment didn’t trigger another Event. Click a node and select Explore traffic through here to investigate traffic flowing to and from a particular Event. Click +Step to the right to add Events to the sequence, and remove Events with the x at the top of each column.

Use the Events Flow Report to investigate questions like:

  • Is there an Event that is always triggered first? Does it lead users to more Events?
  • Is there an Event that’s triggered multiple times in a session?
  • Is there a Category of Events that’s more popular than another type of Event - are videos triggered more frequently and lead to more engagement than gadgets?
  • Using Default or Segments, is there a type of user that triggers Events differently than other segments?

After looking at the report, take a look at the Events on your site to see them from a user's perspective. If you find Events that are particularly popular or lead to engagement with more Events, you may want to create more content like that. If you find an Event that is triggered multiple times in a row, you may discover that content isn’t working properly and the multiple triggers may correspond to frequent reloading. You may also find that a certain segment of traffic responds better to some Events than others.

Once you discover how users interact with the special site content that you track as Events, leverage this information to deeper user engagement with your site.

Find the report: Events Flow is located under Standard Reporting > Content > Events.

Report requirements: You must have set up and be tracking Events to use the Events Flow Report.

Next steps: For information about how to configure the report and use the different visualization options, see Using Flow Reports. For an overview of the report, see the video introduction of Events Flow.