Path Analysis

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Overview

Path Analysis visualizes the most common navigation routes of your visitors as a Sankey diagram. Each column represents one interaction step – from the entry page to several clicks deep into the session. The connecting lines between columns show how visitors flow from one page to the next. At a glance you can see: where users enter, which paths lead to conversion, and where sessions drop off.

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Reading the Diagram

Each box in a column represents a page and shows three metrics: Above each column you’ll see the total session count for that step and the percentage loss compared to the previous step. A loss of 52.7% between step 1 and step 2 means more than half of all visitors ended their session after the first step.

A Loop label on a page means visitors returned to it multiple times within the same session – a signal of either disorientation or active re-engagement with important content.

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Controls & Views

The toolbar in the top right gives you four levers for your analysis: View Mode Switch between three views:

• Overview — All paths in the standard display
• Losses — Highlights pages with high drop-off rates (shown in orange)
• Loops — Shows only pages that users return to multiple times (shown in purple)

Analysis Depth Choose between 3 and 7 steps. More steps reveal longer sessions but can reduce clarity. 5 steps is a good starting point for most websites. Number of Paths Control how many pages are shown per column: 100, 250, 500, or 1,000 paths. Less common paths are grouped into a “X more pages…” summary by default. Path Configuration Define a specific start and end point for the analysis:

• Start point — e.g. /pricing to see only paths that begin on the pricing page
• Target page — e.g. /checkout to work backwards and see which routes lead to checkout

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Expanding Grouped Pages

When a column contains many low-traffic pages, they are combined into a “X more pages…” box. Click Details to expand the full list and see all grouped URLs with their session counts. Individual URLs can be unpinned directly from the group – they’ll then appear as their own box in the diagram.

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Common Analyses

Finding drop-off points A high loss between two steps shows where sessions end. Is the transition unclear? Is a call-to-action missing? Combine the Losses view with a filter to directly address the affected pages. Reconstructing conversion paths Set your checkout or thank-you page as the target in Path Configuration. The diagram will show you in reverse which routes users actually take to convert. Understanding loop behavior Loops on navigation pages (e.g. /) are a warning sign – users aren’t finding what they’re looking for. Loops on content pages can be positive, indicating high relevance.

Combine Path Analysis with User Groups to view conversion paths of transactional users in isolation.