A flow analysis allows you to visualize the overall journey of your customers. It shows you how your customers move between various events and what the most common paths are towards a goal, or from a specific starting point.

Watch this short introductory video about this feature:

Why should you use Flows?

Flow analyses help you understand the overall behavior of your customers. It can tell you how your customers browse your website after clicking on a banner advertisement or link in your email marketing campaign, and describe which events lead to a purchase or session end.

How to Create a Flow Analysis

1. Creating a New Flow Analysis.

a. Navigate to Analyses -> Flows.

b. Click on the + sign next to the Flow item in the drop-down menu.

c. You will now see the edit window with a new, empty Flow definition.

2. Editing the Flow Definition


a. Click on the Select an event drop-down menu.

b. Choose the event that you want to analyze.

c. Select whether this event is a `Source event` or `Target event
by clicking on the `Starts with` or `Leads to` button.

d. Press Preview to generate and view the chart.

3. Editing the Chart

a. Click on a box in the chart to access the editing menu.

b. Choose Drill-down to split a path by its attributes into multiple flows.
A page_visit event, for example, can be split up by its individual web pages
showing the flows for each of these instances.

c. Choose Hide to hide the selected path

d. Press Preview to generate and view the chart.

d. Choose Extend to view the paths that emerge from an event.
This option is only available for the last step and will add an additional step.


In the screenshot above you can see the customer behavior after visiting homepage. Only the session end, view_category, view_item, and purchase events are selected. At the second step, view_category is extended further.

Other Settings


To learn more about Date, Customer, and Event filters, read our Filtering data article.

Event/Customer Toggle

On the right side above the 'Event selector' box, you'll find a toggle that allows you to switch between Events, which counts all events, or Customers, which counts the first occurrence of an event in a day.

First occurrences only Checkbox

Tick this box if you want the algorithm to use the first occurrence of an event in a customer's history. The algorithm uses all events by default.

Included events

The resulting chart shows all events by default. However, you can also choose to view the paths between a specified set of events. Add these events by clicking on Add eventin the Included Events region of the Flow Definition box.

Clone to another project

This feature allows you to clone Flows to other projects you have access to. Read more about Cloneable Data Mapping in our Data Manager article.