Flow analysis is a way of analyzing your customers' journey - how they move through your website. It tracks the actions that your customers take, such as which pages they visit and how long they spend on each page. This allows you to identify the most common paths from a specific starting point or towards the purchase.

Watch this short introductory video about this feature:

# Why should you use Flows?

Flow analysis is a key tool for e-commerce businesses looking to grow and succeed. Customers leaving after frustrating website experiences cost you. If you're looking to improve them, look no further!

**Flows allow you to understand the behavior of your customers and help:**

  • **identify any bottlenecks** or areas of friction that may be causing customers to abandon their shopping carts or leave the website without making a purchase. You can use this to **improve the overall user experience** and **make the website more user-friendly**.

  • **highlight the most popular pages** of your website, which can help you **optimize their website design and layout **to better serve their customers

  • **explain how customers interact with your website** and what actions they are taking, which can provide **valuable insights into customer behavior** and preferences

Learn how your customers browse the website after clicking on a banner advertisement or link from your marketing campaign, and understand which events lead to a purchase or session end. Understand why they leave to make sure no more customers will!

# How to Create a Flow Analysis

## 1. Create a new Flow Analysis.


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## 2. Edit the Flow Definition

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## 3. Edit the Chart

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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 event` in the `Included Events` region of the `Flow Definition` box.