Google Analytics Goal Flow: How Visitors Really Move Through Your Funnel


You may think visitors move through your goal funnel exactly the way you set it up in Google Analytics. Unfortunately even after you take care to avoid the most common funnel issues, surprises (sometimes hidden) may appear (or lurk) in your data.

Check out the Goal Flow report to bring more details into view. Chances are you’ll see visitors doing things like skipping steps and looping back to previous steps – things you just can’t see in the standard Funnel Visualization report.

I pulled some example funnel data to show how these two reports relate to each other. Let’s review a couple quick points about funnels to see where funny-looking data may appear.

Where funnel numbers come from

Looking at the Funnel Visualization report, you may wonder: How did a visitor get from A to B? What do the numbers on each step really mean?

First, you should know that each step displays the number of visits for that step, not the number of pageviews. If you want to match the number to your Content reports, look at unique pageviews. Google Analytics defines unique pageviews as “the number of visits during which the specified page is viewed at least once”. Thinking of “visits that touched this step” is one way to keep it straight.

While the number of “visits that touched this step” is true for the first step and last step (the destination URL) in the funnel, it isn’t necessarily true for the intermediate steps of the funnel. The Funnel Visualization report will backfill between steps, counting visits for a step that was not touched as long as a previous and subsequent step was touched in those visits.

Backfill (or a goal setup error, or both) may explain why the same numbers appear between two or more steps, as in the example shown here. When that’s the case, you’ll also see “0 exits” on the right side of the funnel. Assuming you have a reasonable amount of data, not just a couple of visits, you should instead see at least a few exits at every step of the funnel.

In this example the funny-looking data that draws my eye is the “0 exits” next to step 2. It’s very unlikely that all 17 visits going from step 1 (registration page) to step 2 (login page) also passed right through to step 3 (order page) without any exits. I’ve checked my goal setup and it’s fine, so what’s going on there?

Goal flow fills in the missing details

Even if you don’t have any funny-looking data in the Funnel Visualization report, the Goal Flow report will reveal details that may surprise you. The standard funnel diagram can hide skipped steps with backfilling, and simply has no way to represent loops through steps. Its limited format forces it to compress the wide variety of visitor paths into a narrow one-directional view.

In comparison, the goal flow diagram represents visitor paths more accurately in several ways:

  • flexible format for visuals you can understand intuitively
  • pageview numbers in the nodes, in addition to visit numbers in the first column and in the table
  • drill into the data by segmenting, highlighting, and clicking for node details

Let’s see how much more is revealed in my example funnel data by switching to the Goal Flow report. Find the report link in the interface right below the Funnel Visualization link in the left navigation, under Conversions > Goals.

In the goal flow diagram above (click the image for a larger view), it’s immediately obvious that no visits touched the login step because the flow omits the login step and has just 3 nodes instead of 4. The 3 green nodes cover only the steps that visits actually touched: registration, order, and purchase completed. Since I’ve already checked my goal setup, I know the login node isn’t missing for other reasons.

Intuitive visual elements include not only the number of nodes, but also:

  • the size of the nodes and connectors, which relate to the amount of traffic flowing through them
  • the color red for traffic leaving the funnel
  • the connections, which skip intermediate nodes and also loop back to earlier nodes

In the closeup below, I’ve highlighted the connection that loops back from the order step to the registration step. You can also see the lighter gray (not highlighted) connections for funnel traffic that skips the registration step and starts on the order step.

Importantly, the goal flow diagram lets me see what’s happening page by page, in contrast to the funnel diagram which focuses on visit level data only.

Pageview numbers shown in the nodes above represent:

  • 376 total pageviews for the registration page
  • 9 total pageviews for the registration page when part of the highlighted loop
  • 38 total pageviews for the order page
  • 8 total pageviews for the order page when part of the highlighted loop
  • 5 “pageviews” = 5 repetitions of the loop from order page back to registration

What else can we learn?

Let’s put pageviews in context with the number of visits for a even more complete picture.

Visit numbers shown in the first column represent:

  • 169 visits to the funnel from
  • 1 visit from included the highlighted loop
  • 52 visits to the funnel from direct traffic
  • 3 visits from direct traffic included the highlighted loop

In other words, 4 visits accounted for 5 loops from order back to registration, so 1 of those visits actually did the loop twice! Here’s the true path of those visits, impossible to see in the standard funnel report:

  • 3 visits = register > order > register > order > purchase > exit funnel
  • 1 visit = register > order > register > order > register > exit funnel

Notice that the visit that does the loop twice ends up exiting from the register step. The goal flow diagram assigns this to the red exit flow on the node for the registration page, but the standard funnel will assign the exit to the order page. The standard funnel considers the exit to be the farthest funnel step reached, and disregards the actual order of steps in order to simplify the funnel path representation.

We could discover similar insights by examining other loops in the goal flow. Entrances can be misrepresented for the same reason that apply to exits – the standard funnel disregards the order of steps. Multiple loops around certain steps can reveal user frustration, or perhaps a typical shopping behavior, depending on the conversion and type of site you have.

And don’t forget to dig further with custom segments or even just by editing the dimension shown in the first column.

By digging into the Goal Flow report, you can find more ways your visitors get hung up in the conversion path, and truer indications of where they enter and exit, compared to the standard Funnel Visualization report.

What insights have you discovered in your goal flow data? Is any of your funnel data particularly vexing? Do you still prefer the standard funnel report for specific use cases? Please share in the comments.

Dorcas Alexander is a Manager for the Analytics & Insight department. Her path to LunaMetrics followed stints in ad agency creative, math, and computer science. Dorcas has a master's degree in language and information technologies from Carnegie Mellon University, where she helped build precursors to a Universal Translator. One of the top-rated tournament Scrabble players in Pennsylvania, Dorcas has an insatiable drive to compete and win.

  • Hello! Really great post! I’m finally beginning to understand this part of Analytics. But I still have some questions. About the “…” what does it mean? And can I expand the Visits by source number? I mean, it only shows the top 5, sometimes I need more than 5, is there a way to do it?

    • Dorcas Alexander

      Hi Robson, The “…” at the bottom of the first column and at the bottom of the table is the sum of everything else beyond the top 5 sources (or whatever dimension you choose to show in the first column). You can get more information about what is included in “…” by clicking on that node at the bottom of the first column and choosing “Group Details”. In the Group Details box, change “Outgoing traffic” to “Top segments” and you’ll see source #6, #7, #8, etc. If you want to see one or more of those segments in the goal flow, choose the gear icon at the top of the first column. This will give you a “Customize Dimension Items” box where you can define 1, 2, 3, 4, or 5 segments. For example, if I saw in Group Details that “…” included visits from Facebook and Twitter, and I wanted to see how those visitors moved through the goal flow, I could use the gear icon to define those 2 segments. I’d click “+Add an item” twice and fill in the details for each segment. So you can’t get more than 5 segments at a time, but you can define which 5 segments you see.

  • mario177

    Excellent article but I was wondering what would happen in the following scenario: a person visits the registration page, submits theinformation and encounters an error (causing the registration page to reload) but then fixes the problem and successfully submits an order? Will the outcome be: 1- A visit to the right of the registration page (in red)
    2- A visit to the purchase completed step?

    Thank you in advance

    • Dorcas Alexander

      Hi Mario, In the standard funnel report (not goal flow), it does not matter what pages come in between the funnel steps. If a visit contains any two steps, GA displays a path through those steps without any exits. In your scenario, the outcome will be #2.

  • Meghan Powers

    Hello Dorcas! Great Post! Do you know if the funnel visualization reports in Google Analytics use visits or unique visits?

    • Dorcas Alexander

      Hi Meghan, In the funnel visualization reports, each step displays the number of visits for that step. There is no metric in GA called “unique visits”… perhaps you were wondering about “unique visitors”? In GA, goals are a visit-based metric, i.e. counted once per visit. That’s why these reports display the number of visits, not visitors.

  • Help! I am seeing something I can’t explain in our funnel visualization report for newsletter registration. There are a number of views of the registration form (www, that leap directly to either the “Thank You” page (which is displayed only after the form is submitted) and to the confirmation page (which is displayed only after the subscriber clicks on a confirmation link in an e-mail.) Can you shed any light on what might be happening here?

    Thank you!

    • Dorcas Alexander

      Hi Sally, It sounds like your site may show some visitors a thank-you page or a confirmation page more than once. Perhaps your site shows these pages based on a user-state (e.g. “registered” or “confirmed”). Check with your developers to see how those pages work. Also compare the number of confirmations in GA to the number of actual subscribers in your newsletter mailing list.

  • Ally

    Hi Dorcas,

    I’m seeing completely different data between my funnel and goal flow ie. 805 visits in flow starting vs 1409 in funnel vis. Are they due to match (or at least be closer!) than that? Completions of both had the funnel vis. at double of the goal flow.

    Thanks if you can shed any light!

    • Dorcas Alexander

      Hi Ally, I’m not sure why you would be seeing that large a difference, unless you accidentally were looking at different goals? Another thing that would affect the numbers is the sampling that might be occurring in the goal flow report, but I wouldn’t expect it to be off by so much. If your goal flow report is based on sampled data (a common occurrence), a yellow bar at the top right will tell you what size the data sample was. If the data sample was very small, e.g. 2% of your data, that could explain a large difference between goal flow and funnel visualization. Funnel Visualization is not based on sampled data.

  • Ben

    In between each of my steps in my visitor flow it shows that people are visiting a page that is sort of non existent. (/face-to-face.html) That url is a part of an “application” but I do not believe that people are actually clicking on this.It shows like they are visiting this page in between every step so it makes my conversion funnel look like people are leaving the funnel. Why does it show up in between each step in my analytic report?

    • Dorcas Alexander

      Hi Ben, Google Analytics presents each page hit in order by the time stamp on the hit. So if the GA code on your site is sending a page hit for a “non-existent” page in between hits for other “real” pages, then that is what the visitor flow report will show.

  • My GA goal flow has an error that says that I may have advanced segments or a date range for which there is no data. I have try to change the date range and I have no advanced segments right now. I know there is data to display for this goal. Any ideas?

    • Dorcas Alexander

      Hi Mike,

      Goal flow is one of the reports in GA that is calculated “on the fly” i.e. at the time you request it. That means it may try to look through a sample of your data instead of looking through all your data, in order to build the flow diagram. When it looks through a sample, it may not find the goal data and then it will display the message you saw. To get around this, try to find the smallest date range where you are certain the goal completion(s) occurred. This will give GA a better chance of finding your goal completions, because it will reduce the size of the dataset which will reduce or eliminate the chance of sampling.

  • These diagrams and statistics says one thing, you got traffic and you should manage to get more on the long run. Funnels are a great way to decide what should be done next. Visitors flow should be properly managed to keep visitors busy.


  • Bekah

    What does the table below the flow means? Is it a “funnel”? And why are there two different numbers for Step 1 and Step 2 in the table as compared to the flow chart?

    • Dorcas Alexander

      Hi Bekah, The flow chart has different numbers because I’ve filtered it by clicking on one of the nodes or connectors and choosing “highlight traffic through here” … (I think I chose to show all the flows that went through the loop “Google Checkout place order to Registration page”). That’s why each node shows a ratio instead of a single number, because I’m highlighting the traffic that went through that loop. The ratio on each node means I’m highlighting (the number on top) out of the total (the number on the bottom). The table below the flow shows the totals for each node broken down by the dimension in the first column of the flow regardless of my highlighting. In this case, each row shows how a user from each source proceeded through the flow. The table can be read from left to right as if it were a funnel. The percent in the last column is the funnel completion rate for users who came from the source in that row. The last row and last column show the total funnel completion rate = 8%.

      • Dorcas Alexander

        The Registration page node shows 376 total while the Registration page total in the table is 371 because the table does not consider the “loops” of the user revisiting each step. This makes more sense as “funnel” – otherwise some steps would be inflated and the percentages might be more than 100%.

  • Jaimik

    I created the funnel it took session as the metric but i want to change to user. How can I do that? Thanks in advance

    • Dorcas Alexander

      Hi Jaimik, You can’t. The goal flow report is based on sessions because a goal completion = a converted session, not a converted user. Each step of the goal flow is a step completion, and a path that makes it all the way to the goal destination is a goal completion = a converted session. The paid version of Google Analytics – formerly GA Premium, now called Analytics 360 – offers the feature you want, “Custom Funnels”. Read more here:

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