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Path Analysis with Google Analytics & Excel

February 10, 2016 by YiannisG

In this post I will show you how to use the standard CSV report from Google Analytics in order to do path analysis and identify how users navigate through your web site and which particular journey results in a successful conversion. A lot of people and digital marketers pay attention to landing page performance, relevant behavioral and conversion metrics (conversion rate, bounce rate, etc). However, in many cases the bounce rate is low on the landing page, but high on the next page that catches the user’s attention.

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Filed Under: Digital Insights, Google Analytics Tagged With: calculated metrics, page value, path analysis

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