How To Set Up Behaviour Flow in Google Analytics 4 — Tips From A Web Design Agency

03 October 2021
3 min read

As a web design agency providing digital marketing and user experience services in Singapore, we rely heavily on Google Analytics to help us in our day-to-day work. Google Analytics is a powerful web analytics platform by Google which that tracks and reports website traffic. Not long ago, Google released Google Analytics 4 (GA4), a newer version of the popular platform. If you’ve recently made the switch to Google Analytics 4, you may realise that a lot of features that were once under Universal Analytics are not there anymore — one of them being Behaviour Flow. In this article, we will show how to set up Behaviour Flow, an essential part of Google Analytics 4.

Google Analytics tips by a web design agency
How Behaviour Flow looked like under Universal Analytics

In GA4, the equivalent of Behaviour Flow can be found under Explorations, as the Path Exploration template. Here are the steps to set it up on your GA4 property:

Google Analytics tips by a web design agency
Google Analytics tips by a web design agency

From the left side panel, click on Explorations. Then, select the Path Exploration template.

Google Analytics tips by a web design agency

A basic Path Exploration based on Events will be set up automatically. If you prefer to view the Path Exploration based on Page, click on “Event Name” dropdown and select “Page title and screen name” or “Page title and screen class”, depending on which works best for you.

The path can be easily expanded to include more steps by clicking on the end of any branch — this means you can choose to focus on just one path or to expand upon multiple paths at the same time.

Google Analytics tips by a web design agency

Additional settings available under the “Variables” and “Tab Settings” tabs allow adjustments for the Path Exploration to focus only on particular segments of users, for example based on device used. Under the “Variables” tab, you can also filter the Path Exploration by date.

Google Analytics tips by a web design agency

After making the necessary adjustments, the tabs can be minimised by clicking on the minus icon at the top of each tab, making more space for viewing of the Path Exploration map.

Behaviour Flow and Path Exploration are important tools that can help you review and analyse your site’s User Experience (UX). With these tools, common behaviours and paths taken by users can be identified, providing insight on many things. For example, the main task of users visiting your site, or if there are any confusing areas that leave users feeling lost, going back and forth.

Now that you know how to set up this critical function on GA4, it’s time to test it out for yourself and analyse your website’s data. Analysing your data and traffic can provide useful insights on how to improve the user experience of your site. For more tips on digital marketing and the various tools to boost your brand’s digital presence, don’t hesitate to drop us a line! We’d be happy to assist and advise you on the best solutions for your needs.

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