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User Paths

The User Paths module of MoEngage Analytics helps you visualize how users are interacting and navigating in your web and mobile apps. User path analysis is the analysis of a user event trail. User Path analyses events users are performing after, or before performing any specific event.

User paths help you identify the most popular paths users take and any bottlenecks or friction points in the user experience.

User Paths are multiple sequences of events, that start from or lead to, the desired event in your product during a specified time. The measure is the event count performed by users.

User path analysis answers the following questions:

  • What are my users doing right after installing or opening the app?
  • What do users do right before making a purchase or uninstalling the app?
  • What paths do users follow between clicking on a notification and completing a purchase?
  • How to analyze and optimize the user onboarding journeys?

Navigation

Navigate to MoEngage Dashboard > Analytics and click User Paths.

 

User Path Types

There are two different kinds of analysis that can be performed on the user path analysis:

Forward User Paths

Forward user paths provide all the user paths (event trails) after the selected event. Select Path analysis Starting with to analyze this.

Reverse User Paths

Reverse user paths provide all the user paths (event trails) before the selected event. Select Path analysis Ending with to analyze this. 
 

Using Filters

You can use filters to select the start/end event with specific event attributes. These can be Event Attributes, User Attributes, Device Attributes, or a combination of them. To do that, click on Add Filters and then select appropriate filters from the Filter By section. Select the Case Sensitive checkbox if you want the report to match the exact case of the value you specify.

If you add multiple filters, you can choose whether they’re all applied or just one of them. Toggle the switch between AND/OR based on what you’re looking for.

For instance, if you need the combined data across 2 cities, you’d set it to OR. If, on the other hand, you want to get data for a specific city and are looking for transactions that exceed a minimum amount among a specific user demographic, you’d want to use AND.

UP_Filter.gif 

User Path Settings

User Path Window

You can provide the desired time window to analyze user paths performed in a specific time duration. The option considers the events that are performed within the specified time after the starting event or before the ending event.

By default, this option is set to one day. Users can opt for any unit of Day, Hours, and Minutes.

For example:

Analyze different user paths performed after App/Site Opened event within 10 hours by setting the User Path Window limit as 10 hours. 


User Path Steps

For some user actions, you might want to analyze the path analysis for a specific number of steps. Even if all the steps were completed in a specific amount of time. You can have up to 15 steps in user paths.

For example:

Analyze the first three actions of the user after they receive a notification by setting the User Path Steps.

Date Range

After defining the User path window and User path steps, select the time frame for which you want to analyze the user path analysis. You can choose from:

  • Yesterday
  • Last 7 Days
  • Last 30 Days
  • This Month
  • Last Month
  • Select your own custom date range.

By default, the date range selected is Yesterdays. User paths can not be analyzed for more than 30 days of time duration.

UP_Settings.png

 

Paths for a Segment

By default, the User path analysis is performed on all users preset in the MoEngage system. User path analysis can also be performed for a group of users. This group of users can be created using User Properties, or User Activity or Custom Segments, or any combination of the 3 - This is very similar to creating a segment and analyzing these users on User path analysis.

Know more about creating user segments here and about custom segments here.

UP_Segments.gif 

Note: User paths run on all of the events except a few internal events and campaign events.

 

Understanding Chart

User paths are represented in the Sankey Chart analysis which represents paths and steps flowing from left to right. Nodes are representing the event. A vertical combination of nodes represents the step. The area or cord joining two-node represents the path. See them in the image provided below.

Naming.png 

A user path can be analyzed by looking into consecutive nodes and paths. The Forward user path starts from an event and gets bifurcated into multiple paths that different users take after the first event. In reverse user paths, different paths get merged into the final selected event.

Chart for the Forward User paths

On hovering a node, it represents the number of times that event has been performed. For the forward user paths, the popup shows the percentage with respect to the first node. It also shows the percentage of times users went to the next step and the percentage of times the user did nothing after the current step and dropped off. In this scenario, the end nodes do not represent any drop-off and move to the next step as there is no info available.
Drop off node represents the total number of times users have been dropped off from the previous step and the percentage with respect to the first node.
Paths represent the number of times users went from one node to another, origin node and destination node names, and percentage with respect to the origin node.

Forward_Path.gif

 

Chart for Reverse User Paths

On hovering a node, it represents the number of times that event has been performed. For the reverse user paths, the popup shows the percentage with respect to the last node. It also shows the percentage of time users came from the previous steps and the percentage of times the user came directly in the current step/node. In this scenario, the start nodes do not represent any entry and move from previous step info as there is no info available.
Entry node represents the total number of times users have entered into the next step and the percentage with respect to the last node.
Paths represent the number of times users went from one node to another, origin node and destination node names, and percentage with respect to the origin node.

Backward_Path.gif

 

Chart Settings

 

Depths.png

 

Repeated Events

Repeated events are a sequence of a single event executed multiple times in succession by users. Click on Hide to combine the sequence into one event and click on Show to view the entire sequence.
Click on Apply Filters to generate the report with the specified show or hide filter.

Excluded events

To hide certain events from appearing in a User Path chart analysis, select desired events from the drop-down and hit Apply Filters.

Depth

Depth provides user path details based on the defined percentage count. Adjust the depth to increase or decrease the number of paths & nodes.
The Depth filter allows you to set a lower boundary for node visibility in the user path chart. To put it another way, if the percentage of action/event performed for a particular step is lower than the Depth filter, instead of showing the event as a separate node, MoEngage Analytics will integrate any percentage of events that fall below the Depth filter, into a single node and label it as Others.

Zoom chart

While analyzing user paths with a higher number of steps, Zoom chart functionality can be used to zoom in to a specific step or node and view the details clearly. Similarly, zoom out shall zoom out the chart, and reset zoom shall reset the zoom level of the chart.

Add & Remove Steps

Apart from Zoom functionality, Click on Add Step or Remove Step to control the number of visible steps in the chart. These buttons are available on the right side of the chart in the forward user path and the left side of the chart in the reverse user path.

Path_Options.gif  

Download Reports

Once you’ve viewed the report, you might need to share it with your team. You can download the report in order to do that.

Charts can be downloaded in PNG, JPEG, SVG, and PDF formats.

Download_options.png

 

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