Journey Analysis
Journey analysis provides detailed insights into how people progress through your journeys. Use analysis to identify bottlenecks, understand dropoff points, and measure the effectiveness of your user flows.
Accessing journey analysis
To view analysis for a journey:
- Go to Journeys in the navigation menu
- Click on the journey you want to analyze
- Click the Analysis tab
Overview metrics
At the top of the analysis page, you'll see key summary metrics:
Total Starters
Number of people who entered the journey by completing the first step. This represents your entry point and total addressable audience for the journey.
Total Completers
Number of people who completed all steps in the journey within the specified timeframe. These are the people who successfully finished the entire journey.
Completion Rate
Formula: (Completers / Starters) × 100
The percentage of starters who completed the journey. This is a key indicator of journey effectiveness.
What it means:
- High completion rate (70%+) - Indicates a well-designed, clear user flow
- Medium completion rate (40-70%) - May have some friction or optimization opportunities
- Low completion rate (<40%) - Significant barriers or issues in the journey
Average Completion Time
The average time it takes people to complete the journey from start to finish.
Use this to:
- Compare against your timeframe setting
- Identify if the timeframe is realistic
- Understand typical user behavior
- Set expectations for journey duration
Journey performance table
A detailed table showing metrics for each step in your journey:
Metrics per step
- Step name - The event or segment name for this step
- People in - Number of people who reached this step
- Advanced - Number of people who progressed to the next step
- Dropoff rate - Percentage of people who didn't advance to the next step
- Top alternative - Most common alternative path taken (if people deviated)
Using the performance table
- Identify bottlenecks - Look for steps with high dropoff rates
- Compare steps - See which steps have the most impact
- Find alternatives - Understand where people go instead
- Measure progression - Track how many people advance at each stage
Journey path visualization
A visual representation showing how people actually move through your journey:
Intended path
The steps you defined when creating the journey. This is your ideal user flow.
Most followed path
The actual path most people take through the journey. This may differ from your intended path.
Conversion rates
Shows the percentage of people who advance from one step to the next. Helps identify where people drop off.
Average time
Time spent at each step, showing where people spend the most time or get stuck.
Using path visualization
- Compare intended vs. actual - See if people follow your expected path
- Identify deviations - Understand where people take different routes
- Optimize flow - Adjust steps based on actual user behavior
- Measure efficiency - See if the journey flows smoothly
Completion rate over time
A chart showing how completion rates have changed over time.
Use this to:
- Identify trends - Are completion rates improving or declining?
- Measure impact - See the effect of changes you've made
- Set benchmarks - Establish baseline performance
- Track improvements - Monitor optimization efforts
Start time analysis
Analysis of when people typically start the journey, showing:
- Peak hours - When most people start the journey
- Peak days - Which days see the most journey starts
- Distribution - How starts are distributed throughout the day/week
Use this to:
- Understand user behavior patterns
- Plan messaging or campaigns around peak times
- Identify optimal timing for interventions
- Schedule resources based on activity
Goal vs. reality
Comparison of your goal with actual performance across different metrics:
Completion rate
Compare your target completion rate with the actual rate.
Example:
- Goal: 75% completion rate
- Reality: 68% completion rate
- Gap: 7 percentage points
Drop rate
Compare expected drop rate with actual drop rate.
Example:
- Goal: Keep drop rate below 25%
- Reality: 32% drop rate
- Gap: 7 percentage points above target
Time to complete
Compare target completion time with average actual time.
Example:
- Goal: Complete in under 5 minutes
- Reality: Average 6.2 minutes
- Gap: 1.2 minutes longer than target
Using goal comparison
- Measure success - See if you're meeting your goals
- Identify gaps - Understand where you need improvement
- Set realistic targets - Adjust goals based on actual performance
- Track progress - Monitor improvement toward goals
Understanding journey metrics
Starters
People who complete the first step of the journey. This is your entry point.
What affects starters:
- How people enter the journey (campaigns, broadcasts, natural flow)
- First step clarity and accessibility
- Entry point visibility
Completers
People who complete all steps in the journey within the specified timeframe.
What affects completers:
- Journey complexity (number of steps)
- Step clarity and requirements
- Timeframe appropriateness
- User motivation and engagement
Completion rate
Formula: (Completers / Starters) × 100
A high completion rate indicates:
- Clear user flow
- Effective messaging or guidance
- Well-designed process
- Appropriate timeframe
A low completion rate may indicate:
- Friction in the process
- Unclear steps or requirements
- Timing issues
- Too many steps
- Unrealistic timeframe
Dropoff rate
Formula: (People who didn't advance / People who reached the step) × 100
High dropoff at a specific step indicates:
- Issues with that step
- Barriers or friction
- Need for optimization
- Unclear requirements
- Technical problems
Average completion time
The average time it takes people to complete the journey. Compare this to your timeframe to understand if the timeframe is realistic.
If completion time is:
- Much less than timeframe - Timeframe may be too generous
- Close to timeframe - Timeframe is well-calibrated
- Exceeding timeframe - Timeframe may be too short, or journey needs optimization
Best practices for analysis
Regular monitoring
- Check frequently - Review analytics regularly to catch issues early
- Set alerts - Monitor for significant changes in metrics
- Track trends - Watch for gradual improvements or declines
- Compare periods - Analyze week-over-week or month-over-month changes
Identifying issues
- High dropoff rates - Focus on steps with >30% dropoff
- Low completion rates - Investigate journeys with <40% completion
- Long completion times - Look for steps where people spend excessive time
- Path deviations - Understand why people take alternative routes
Optimization
- Start with bottlenecks - Address steps with highest dropoff first
- Test changes - Make incremental improvements and measure impact
- Compare before/after - Track metrics before and after changes
- Iterate - Continuously refine based on analytics insights
Setting benchmarks
- Establish baselines - Record initial metrics as benchmarks
- Set targets - Define realistic improvement goals
- Track progress - Monitor progress toward targets
- Adjust goals - Update targets based on what's achievable
Using analysis to improve journeys
Step-by-step optimization
- Review performance table - Identify steps with high dropoff
- Analyze path visualization - See where people deviate
- Check completion trends - Understand if issues are getting worse
- Compare goal vs. reality - Identify specific gaps
- Make targeted changes - Focus on high-impact improvements
- Measure results - Track improvements after changes
Common optimizations
- Simplify steps - Reduce complexity at high-dropoff points
- Add guidance - Provide help or instructions where needed
- Adjust timeframe - Make timeframe more realistic if needed
- Remove barriers - Eliminate friction points
- Reorder steps - Optimize step sequence based on actual flow
🎉 Analysis mastered!
Use journey analysis to understand user behavior, identify optimization opportunities, and measure the effectiveness of your user flows. See Creating and Managing Journeys to learn how to build journeys.