Navigation Analysis with Google Analytics
Ian Lurie May 29 2007
Joy asked how you can use Google Analytics to track exactly what users do when they get to your site.
There are a few tools in Google Analytics that let you research how folks move through your site:
Click Content > Overview > Navigation Summary:
You’ll see a screen that looks like this:
In the Content drop-down menu (near the top of the image above), select any page. You’ll see how site visitors got to that page, and where they went after.
This feature works ‘out of the box’, even if you don’t have any goals defined.
Reverse Goal Path
If you want to get fancier, try the Reverse Goal Path tool. You’ll have to have a goal defined, first. If you’re not sure how to do that, click here for my video tutorial.
Click Goals > Reverse Goal Path. This screen will appear:
Select the desired goal in the drop down menu, pictured at the top of the screen capture below.
Google Analytics will then show you a chart outlining each path taken to a goal conversion:
If you need to know who doesn’t convert, as well as who does, and where they abandon you, click Goals > Funnel Visualization.
You’ll need to define a funnel, first. Google has a great help page on this here.
You’ll immediately see a map of the funnel for the goal selected:
That map shows you how folks entered the funnel, where they left, and where they went when they left.
I hope this helps. If you have more questions about navigation analysis, please let me know.
CEO & Founder
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More