How to use Path Exploration in GA4 to understand common user journeys through your website

Introduction

This tutorial will guide you through using the Path Exploration feature in Google Analytics 4 (GA4) to analyze user journeys on your website. Understanding these paths is crucial for identifying how users navigate your site, especially those who do not convert. This knowledge can help you optimize your website for better engagement and conversion rates.

Step 1: Access the Path Exploration Report

To begin, you need to locate the Path Exploration report within GA4.

1. Log into your Google Analytics account.
2. Navigate to the "Explore" section on the left-hand menu.
3. Select "Path Exploration" from the available options.

Step 2: Set Your Starting Point

Choosing a starting point is essential for analyzing user journeys.

In the Path Exploration report, you can set a starting point

• Use a specific page (e.g., your homepage or a key landing page).
• Consider using an event (e.g., "newsletter sign-up" or "purchase").
1. Click on the "+" icon to add your starting point.
2. Select either "Page title" or "Event name" depending on your focus.

Step 3: Analyze the Forward Path

Once you have set your starting point, you can analyze where users go next.

1. Observe the paths that users take after the starting point.
2. Look for patterns in the pages they visit.
3. Identify any common drop-off points where users tend to leave the site.

Step 4: Analyze the Backward Path

You can also explore paths leading to a specific endpoint.

In the Path Exploration report, set an endpoint

• Choose a page like "thank you" or "confirmation" pages.
• Use an event name to see what leads to that action.
1. Click on the "+" icon and select your endpoint.
2. Review the paths leading to this endpoint to understand what actions lead to conversions.

Step 5: Use Filters and Segments

To gain deeper insights, utilize filters and segments.

1. Apply filters to focus on specific user groups (e.g., new visitors vs. returning visitors).
2. Segment your data based on user demographics or behaviors to see how different groups navigate the site.
3. Analyze how these segments interact differently with your content.

Step 6: Take Action Based on Insights

Once you have gathered insights, it's time to implement changes.

1. Identify pages that need optimization based on user paths.
2. Consider improving user experience on common drop-off points.
3. Create targeted content or CTAs for pages that lead to conversions.

Conclusion

Using the Path Exploration feature in GA4 can provide valuable insights into user behavior on your website. By understanding user journeys, you can make informed decisions to enhance user experience and increase conversions. Start by analyzing paths from key pages, using filters for specific insights, and taking actionable steps based on your findings. This approach will help you create a more engaging website that drives results.