User Path Analysis

User Paths

With the help of user paths analysis, product managers can understand the various paths users are taking inside an app or on the website or Omni-channel paths to complete a specific task. For example, product managers are curious to know the activities user has performed before uninstalling the app or he/she is interested to know the activities user has performed after product view. Product managers can identify funnel drop-offs using user flows analysis and then try to reduce the drop-offs either by optimizing the content or by reducing the number of steps.

User Paths are multiple sequences of events, that start from or lead to, the desired event in your product during a specified time. The measure is the event count performed by users.

Navigation

CEE Dashboard > Analytics and click User Paths
This screen will display 3 sections

  1. All User Paths : Contains all your created user paths
  2. Starred paths : Contains all starred user paths from All User paths section. You will be able to see the chart of user paths analysis like an overview
  3. Archived paths : Paths archived by you would be listed here
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You can filter the paths as desired. Click on "Create new" for carrying out new user path analysis.

Types of User Paths

There are two different kinds of analysis that can be performed on the user path analysis:

  1. Starting with User paths: This displays all the user paths after the selected event
  2. Ending with User paths: This displays all the user paths before the selected event
  3. Both User paths: This displays all the user paths between the two selected events - starting & ending event

Settings

On top of the creation flow screen, you can provide a custom name for your user path

For User path creation, on the bar below :

Step 1 : Specify parameters
a) Duration - Select the time frame for which you want to analyze the user paths. You can choose from Yesterday, last 7 days, last 30 days, last month or custom range.
Note : Today's data is not considered for user paths analysis
b) Contacts - Select contact list(s) you want to include in your analysis
c) Exclude contacts - From above selected contacts, select contact list(s) you want to exclude in your analysis
d) User path window : To analyze user paths performed in a specific time duration, you can provide the desired time window. The option considers the events that are performed within the specified time after the starting event or before the ending event.
By default, this option is set to one day. Users can opt for any unit of Day, Hours, and Minutes.
For example:
Analyze different user paths performed after App Launch event within 10 hours by setting the User Path Window as 10 hours
e) User path steps : For some user actions, you might want to analyze the path analysis for a specific number of steps. Even if all the steps were completed in a specific amount of time.
For example:
Analyze the first three actions of the user after they receive a notification by setting the User Path Steps.

Step 2 : Specify user path type - Starting with/Ending with/Both & Select channel & Event(s)

Step 3 : Add filters (optional)
You can use filters to select the start/end event with specific event attributes. These can be Event Attributes, User Attributes, Device Attributes, or a combination of them. To do that, click on Add Filters and then select appropriate filters

Step 4: Click on Create adjacent to top bar. Done!

You can save the user path analysis by clicking on "Save" at the top.

Understanding User Paths Chart

User paths are represented in the Sankey Chart analysis which represents paths and steps flowing from left to right in. Nodes represent the event. A vertical combination of nodes represents the step. Area joining two-node represent the path. You may refer to the image below

A user path can be analyzed by looking into consecutive nodes and paths. Starting with user path starts from an event, get bifurcated into multiple paths that different users take after the first event. In ending with user paths, different paths get merged into the final selected event.

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Starting with
On hovering a node, it represents the number of times that event has been performed. For starting with user paths, the popup shows the percentage with respect to the first node. It also shows the percentage of times users went to the next step and the percentage of times the user did nothing after the current step and dropped off. In this scenario, the end nodes do not represent any drop-off and move to the next step as there is no info available.
Drop off node represents the total number of times users have been dropped off from the previous step and percentage with respect to the first node.
Paths represent the number of times users went from one node to another, origin node and destination node names, and percentage with respect to the origin node

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Ending with
On hovering a node, it represents the number of times that event has been performed. For the ending with user paths, the popup shows the percentage with respect to the last node. It also shows the percentage of time users came from the previous steps and percentage of times the user came directly in the current step/node. In this scenario, the start nodes do not represent any entry and move from previous step info as there is no info available.
Entry node represents the total number of times users have entered into the next step and percentage with respect to the last node.
Paths represent the number of times users went from one node to another, origin node and destination node names, and percentage with respect to the origin node.

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Both
On hovering a node, it represents the number of times that event has been performed. For Both user paths, the popup shows the percentage with respect to the first node. It also shows the percentage of times users went to the next step and the percentage of times the user did nothing after the current step and dropped off.
Paths represent the number of times users went from one node to another, origin node and destination node names, and percentage with respect to the origin node.

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Chart - Settings

Repeated events
Repeated events are a sequence of a single event executed multiple times in succession by users. Click on Hide to combine the sequence into one event and click on Show to view the entire sequence.
Click on Create on top to generate the report with the specified show or hide filter.
Excluded events
To hide certain events from appearing in a User Path chart analysis, select desired events from the drop-down and hit Create
Download Reports
Once you’ve viewed the report, you might need to share it with your team. You can download the report in order to do that.
Charts can be downloaded in PNG, JPEG and PDF format.