Funnel visualization is a great method to understand how a user progresses through a structured flow of your site; e.g. a checkout flow that includes “cart”, “billing & shipping ”, “payment”, “review”, “purchase completed, can be visualized to see the drop-off at each step. This is useful for analyzing the user experience and to hypothesize ways to improve throughput in the funnel. In Google Analytics, there are two ways to do this. The legacy report is the Funnel Visualization report and the other is the Goal Flow report. So, which should you use?
Google is constantly updating Google Analytics and while most are great incremental updates or game changing announcements like GA4; some are not as warmly received. Take the deprecation announcement in 2017 of the in-page analytics report (previously the Site Overlay report). This trusty report would show you click and conversion data overlayed against the actual pages of your site served in the GA interface. Due to ever-changing browser security issues, this report just didn’t work properly and Google created the Page Analytics Extension for Chrome. That said, this extension also does not always work, and it was also deprecated later in 2017. (The extension is still available, just not supported or improved.)
Google just announced Google Analytics (GA) 4. Unlike incremental or lateral changes such as the GTAG collection API; this change is significant, and you need to pay attention and understand what this means to you and your business. In this post, we will walk through what GA-4 is and what you need to do now.