Jerry is the marketer for, an online auction site. Revenue from the site is at an all-time low. The VP of marketing is demanding an explanation. Jerry suspects the site isn’t as user-friendly as it could be. Google Analytics shows that exit rates are high. Jerry would like to better understand how users move through the website. Which category of Google Analytics reports can give Jerry that information?

  • Conversions reports
  • Audience reports
  • Attribution reports
  • Flow visualization reports

Correct answer is: Flow visualization reports

Jerry 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.