How to use Goal Flow Report in Google Analytics

One of the best ways of converting existing website traffic into sales is by mapping the entire conversion/sales process from lead generation ads to post-sales follow up and then look for the biggest drop-offs from one step to the next. 

You do that mapping in Google Analytics through the Goal Flow report. Use this report to determine the biggest drop-offs from one step of the funnel to the next.

These drop-offs can help in explaining which part of the website/ conversion process needs urgent attention. 

Step-1: Navigate to the Goal Flow report:

Step-2: Make sure the date range of the report is set to no bigger than the last 30 days. Just like the Users Flow report, this report suffers from data sampling issues. So if you look at this report with a longer date range, Google could badly sample the data and you may not see accurate data being reported.

Step-3: Select the goal from the drop-down menu which is used to track orders:


Step-4: Change the dimension to ‘Default Channel Grouping’ from the dimension drop-down menu:

Now you can determine how people who came from a particular marketing channel (like organic search) browsed your website, where they dropped off, and which path they followed to convert (like making a purchase) on your website. 

You read the Goal Flow report in the same way you read the Users Flow report.

So here I won’t give you an example of how to read this report. 

Step-5: Change the dimension to ‘Source / Medium’ from the dimension drop-down menu:

Now you can determine how people who came from a particular traffic source (like Google organic search) browsed your website, where they dropped off, and which path they followed to convert on your website. 

Step-6: Change the dimension to ‘Landing page’ from the dimension drop-down menu:

Now you can determine how people browsed your website from a particular landing page, where they dropped off, and how they converted on your website. 

Step-7: Change the dimension to ‘Social Network’ from the dimension drop-down menu:


Now you can determine how people who came from a particular social network browsed your website, where they dropped off, and which path they followed to convert on your website. 

Step-8: Change the dimension to ‘Mobile (including tablet)’ from the dimension drop-down menu:


Now you can determine how mobile and tablet device users browsed your website, where they dropped off, and which path they followed to convert on your website. 

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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