Harold is the marketer for WhizKid.com, an online school for exceptional kids. The site isn’t meeting revenue goals. The president of the company is upset and wants a solution right away. Harold suspects the site isn’t as user-friendly as it could be. Google Analytics shows that exit rates are high. Harold would like to better understand how users move through the website. Which category of Google Analytics reports can give Harold that information?

  • Behavior reports
  • Attribution reports
  • Model comparison reports
  • Flow visualization reports

Correct answer is: Flow visualization reports

Harold should use flow visualization reports in Google Analytics to identify pages that need improvement. A flow visualization is a graphic that a traces a route or a path, like a trail through a forest. Unlike a map, which displays possible and known routes, a flow visualization reveals the actual path as it was traveled step by step, including any detours or backtracking that happened along the way.

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