![]() Any time you use a Sankey chart, make sure you have simplified your chart as much as possible. It displays such an overwhelming amount of information that it can be difficult to focus on any one insight. The Behavior Flow chart in Google Analytics is notorious for being one of the more confusing and stress-inducing reports. What Should I Watch out for When Using a Sankey Chart? The most popular is the Behavior Flow report which shows how users navigate between different pages on your site. ![]() Yes! There are several reports in Google Analytics featuring Sankey charts. While other pages on the site may lead users to the funnel, once users enter the funnel they are likely to only view funnel or informational pages.Ĭan I Use Sankey Charts in the Google Analytics Interface?.Instead, they typically navigate back into the funnel or exit the site. While many users go directly from one navigational page to the next, they typically do not navigate between informational pages.Users do navigate back and forth between funnel pages and informational pages.We can learn a few things from this chart: The example Sankey chart above shows how users navigate through a hypothetical funnel and which other pages they look at on my site. What Are Some Example Take-aways I Could Get from This Sankey Chart? Sankey charts are a natural way to show how users progress through a series of steps. Now that you know what you want to visualize and why, here are a few examples to spark your creativity on the “how”. *While customer journey visualizations often include both online and offline activities and may be informed by industry research, in this post we are focused specifically on visualizing flow through your site using Google Analytics data. Given those caveats, can your audience still use your conclusions to make decisions? What additional pieces of information should be included (maybe in a separate chart)? Also, think through any caveats in the data that might impact how your audience uses the results. But Don’t Simplify Too MuchĪs with any other analysis, think through follow-up questions that your audience might have. Keep simplifying your visualization until those key take-aways are easy to spot. Your final visualization should not only be easy to read and understand, but it should also tell a story, or illustrate a few key take-aways for your audience. However, never do this at the cost of understandability. ![]() It can be tempting to try to visualize as much of this information as possible. Through Google Analytics, we are given an incredible amount of information on how people navigation our website. Your answers to these questions should help you determine which visualization to use or if a visualization is even needed. What specific pieces of information do they need to take that action or make that decision?.Who am I making this visualization for?.Plan Your VisualizationĪs with every analysis, you should, at the very least, be able to answer a few key questions before you get started such as: Yes, this absolutely means that many of the details will be hidden.Īre you trying to answer a specific question or are you hoping for a golden nugget of insight? Hint – the more specific your questions get, the easier they are to answer. You can, and should, be filtering, segmenting, grouping, aggregating, and doing everything you can think of to get a simplified view. You will never be able to visualize every single action that has ever been taken on the site in a single chart. I’ve put together four great ways to accomplish this, however, first, I have a few tips to think through before putting together your report. When people hear “customer journey” they often imagine or expect a visualization component that makes it easy to digest and helps communicate information to others within the organization. This question can take many forms and can come from any department – marketing, sales, development, you name it!įor this post, I’m specifically discussing how users move through your website only, not the traffic sources and marketing interactions that led to a conversion. “How do people use my site?” If you work as a web analyst, you have probably been asked questions around understanding the “Customer Journey” (or “User Flow” or “Clickstream Analysis”).
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