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Show paths to conversion using flows

You can use flows to analyze user actions or sequence of actions over time. You can create a flow using existing properties, or create your own custom properties. This article shows you how to create a flow and analyze the actor paths to a conversion state.

Building the query

This section shows you how to create a flow property and then use it in a query that is filtered to flows that reached a Home Page view. In the following section, we'll analyze the flow results for actor paths that resulted in an "add to cart" conversion.

To create a flow query, do the following:
  1. In the upper left corner of Explorer, select a dataset from the drop-down list, then click the Flows icon.


  1. Create the necessary flow properties for the query, as described in Create a flow property. For our example, we created a subscription flow property for the actor journey leading to viewing the home page of a company web site.
  2. Click the Explore icon in the left navigation bar, then specify the Show options for measure 1, then the Filtered to options. In our example, we chose to Show count of instances of our custom flow property Subscription Flow, Filtered to Subscription Flow that reached state Home Page View
  3. Select measure 1 and enter a unique name for the measure. We named our example measure, subscription flow.


  1. Specify Split by options, including Limit and Order by. In our example, we chose to Split by Flow path and action, and accepted the default Limit of 25, Ordered by subscription flow descending.


  1. Specify Starting and Ending times, and then click GO. In our example, we chose a Starting time of 7 days ago, and an Ending time of now.

We received the following results.


We hovered the cursor over one actor path and decided we'd like to do a closer analysis of the events leading up to the conversion of add_to_cart.


Analyzing flow paths to conversion

In this section, we'll explore the results of the query we created in the previous section. In particular, we want to discover the user paths leading to adding an item to their shopping cart.

To analyze user paths to conversion, do the following:
  1. In Explorer, go to the results of the query you created in the previous section.
  2. Locate the state and step you want to analyze in greater depth. 
  3. Select the step and choose See events leading up to this state from the drop-down menu.


We received the following results for our example.


  1. Hover the cursor over individual flows for details leading up to conversion.


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