Behavior Flow Report in Google Analytics

Behavior tools are probably the most important tools for any website owner. They can show the way visitors behave when using your website. What does this exactly mean? Well, let’s say that you own a website and would like some information on the behavior of your visitors. This includes what pages they visited and on which pages they left or, to use the proper term, dropped off. Knowing why people leave your website is essential information to help you improve your content.

What do behavior flow reports show you?

This is a very comprehensive tool, but do not think that it is complicated because it really is not. People think that it’s complicated to use just because there are a lot of options and information that it can display, but this is actually a good thing. The first thing to note is that this is a visual tool, meaning that all the information is represented in a visual way, making it much easier to understand and read.

The report shows you: Where the visits to your site came from → On which page on your website they landed → And where they navigated to next.

The name behavior flow report was given because the report shows the behavior of users when navigating through your website.


How to use behavior flow reports?

Using this report is relatively easy. When on your Google Analytics page just navigate to Behavior → Behavior Flow. By default, the data shown will be filled with information based on the data from your landing page. There are two main terms to understand:

Through traffic. This term is used to describe traffic that did not stop on the landing page. In simpler terms, if a user visits your landing page or any other page within your website and continues to another page within your website, then that type of traffic is considered to be through traffic.

Drop-offs. On the other hand, this term is the exact opposite of through traffic. It is used to describe traffic that leaves after viewing your landing page or any other page within your website. So, if a user visits any part of your website and leaves without visiting any other page within the website, then that type of traffic is considered as a drop-off.


The report shows you the number of sessions for each page that was visited and how much percent of the total website traffic is attributed to that specific page. You can create different reports just by changing what they are based on. Some of the main options include Source, Social, User, Advertisement, etc.

Source. By choosing the source, you are shown all the sources that led to your website on the left side of the report, and on the right you can see the information related to through traffic and drop-offs.

Social. With social networks becoming the leading source of traffic for many websites, knowing which social network performs the best for your website can be very beneficial in growing traffic. Here, like with other options, on the left side you are given the sources of traffic. In this case, it can be Facebook, Instagram, Twitter, etc. If you are running a Facebook ad campaign, this kind of information can be crucial, and can help you greatly improve either the ad campaign or the website itself to achieve your goal.


User. This is an option that provides you with a lot of information about the users who are visiting your website. Some of the reports can show region, browser information, city, country, operating system details and much more. This can be very useful if you want to optimize your website. Let's say that you have 70% of visitors coming from Google Chrome. If your website is not well-optimized for that browser, you will see a lot of drop-offs when compared to visits from other browsers.

Advertisement. This feature is meant for those who use Google AdWords and other Google advertising tools.

Behavior flow report in Google Analytics offers users useful information that they can use to further increase traffic or improve their websites. By knowing where users leave your website, you will know which pages need to be improved. Having all that presented in a visually easy-to-understand way makes this a great tool if you want to improve your website and track you progress along the way.

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