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Google’s Different Flow Reports

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More reports, more chances of conversions! From yesterweek’s newsletter, we delved into the benefits of utilizing your Glow Flow report which helps you create better campaigns and improve conversions.

Fortunately, there are other reports you can use to further improve your advertising goals.

Behavior Flow

True to its name, this report tracks the behavior of your website visitors—from their landing point to the pages they click or travel to, and the next, until they exit your site. This lets you know what pages and elements in your site are engaging and what needs reworking.

Besides pages, this report can also generate information based on these elements:

  • Content Groupings
  • Events (like a video play or a download)
  • Pages and Events

Some questions for you to consider when looking at this report:

  • What is the very first element that users always interact with?
  • Do users go directly to the conversion page or do they spend time hopping from one page to the next?
  • What pages are always visited? Why? Can you incorporate the same strategies for other pages?

Users Flow

The Users Flow report is all about traffic: traffic volume of the site, page views, and the patterns that can be gleaned from these movements. Traffic can be analyzed based on these dimensions:

  • Traffic Sources
  • Campaigns
  • Browsers
  • Search Engines
  • Mediums used

These information give you a picture of what gives the best return for your advertising investments.

Events Flow

Not all websites are just words, words, words. In fact, the best part of website are the interactions users have with it. Specifically that of elements like videos, downloadables, and embedded gadgets.

Some questions you need to ask when working with this report are:

  • What type of event are triggered more than others?
  • Which event leads to more users trying out other events?
  • What events are triggered multiple times in a session? For example, are people replaying the same video?
  • How are these elements related to the type of users that use them (whether that’s based on their demographics, their goals, etc.)?
  • What events are users typically using last in their journeys? Why?

Acquisition and Conversion Funnel Flow

Previously, Google had the Google Play Referral report but it has since been replaced with the Acquisition and Conversion Funnel Flow Report. Both focus on the apps in Google’s network. Here are some of the differences between the two reports:

Some of the data points you can garner from the report which you can use to improve your ad campaigns include:

  • Peer Group – apps which you can compare your performance with
  • Monetization – apps with similar monetization models as yours
  • Conversion Rate
  • Percentile of Apps – breakdown of conversion rates from apps in the same peer group
  • Opportunity – recommendations to improve conversions

With all these insightful information you can gather, you might be wondering what’s the drawback for these flow reports. As with everything, they have their limits. For example, they can only show up to 100,000 sessions and nothing more so if you have a big platform, it might not accurately depict the total behavior of your users. It’s a good sample size to consider though.

Flow reports are useful tools in enhancing your digital advertising game. As their name suggests, they are all about the journey your potential clients take.

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