Path

See how you can understand user paths

Updated this week

Path is a great way to understand the steps users are taking in your product that occur between two critical events. This means you can see all possible ways a user navigates from something to another part of your experience.

What is a Path?

Path is a Formula that leverages a Sankey diagram to display the different paths which subjects take between two events. You can think of Path as a Funnel in which you don't know all the steps in the middle. It is an instrument intended to aid your exploratory analysis of user journeys.

Interpreting Path Results

Path Controls

You have several options to customize your Path based on the use case you hope to understand.

Direction

When looking at a Path you can decide wether you want to 'Start' from a specific event or look backwards from an 'Ending" event.

In some cases a user journey is too long and you cannot see a path between the Starting and Ending Event(s) within the maximum amount of allowed steps (10). This is when it is useful to flip the direction and approach the problem from the other end.

Starting Event(s) and Ending Event(s)

As you build your Path it's important to identify the critical Starting and Ending events you want to analyze. These can be Virtual Events or standard ones. Be sure to select a starting and ending event that make logical sense, meaning they typically happen in sequence.

We also may have the option to choose 'Any' which allows you to Start from a specific event and end doing 'Any' event for even more openness.

Subject

Provides the option to analyze by an entity that has a unique id; typical subjects are User, Visitor, Device and Session

Group by

This is only applicable when there is a Breakdown in your Path chart.

  • Starting: breakdown applied over the Starting Event(s), subsequent steps do not have to fall within the same breakdown group.

  • Global: Starting, Ending Event(s) and all events in between have to happen within the same breakdown group.

Partition

  • Day: by default Partition the events by Day (all events have to happen within the same calendar day).

  • Session (OPTIONAL): for customers interested in Session analysis we can supply an additional option to tell Path that all events have to happen within the same session.

  • None: this is useful when analyzing longer-term customer behavioral patterns. For example, any Subscription business would be interested in conversions from Trial to Subscription to Renewal and try to understand what makes users subscribe and then stay.

  • Conversion Window: all the steps in the Path have to happen within the same time period defined by the Conversion Window. Supported time units are Seconds/Minutes/Hours/Days/Weeks/Months/Years. Conversion Window can be used in combination with partitions Day or None so make sure not to use it with Partition: Day whenever the time unit is set to Days or longer.

Merge, Expand and Fold Events

Often you need to expose or transform some information to get a more meaningful Path. Kubit allows you to do this with the Merge, Expand and Fold arrows at the bottom of the controls.

Merge Events

Allows you to specify a list of events to be displayed as one event on the chart. Useful when you want to consider multiple events as one for the purposes of the analysis.

You can use Merge Events to collapse multiple events into one event group to be shown on the chart. Consider the following example:

  • We have a Streaming service which has a mobile app and a web version. We generate a Login event after a user enters the web version and a Launched event when a user enters the mobile app.

  • If we wanted to see what users do after they enter our Streaming service we would have to set the Login and Launch events as a starting point, but since they mean the same thing to us we can group them into one by using merge like this:

Expand Events

Allows you to breakdown an event based on a property inside the Path.

Sometimes when using Path you would encounter user journeys where on some of the steps there are events which seen alone do not provide enough information. This is very typical for Page View or Action events.

  • To help understand what is actually going on, you can include a Field to be shown alongside the event like this: Page View[page_name], Action[target].

  • You can configure up to 3 Expanded Events.

Here is an example in which we expand a Favorite event by the App field:

Fold Events

Allows you to get rid of successive duplicate steps along the Path by folding them into one step.

Sometimes when you are exploring user journeys with Path there are multiple consecutive steps where the same event appears over and over (e.g. Page View, Screen, Click). Now you can get rid of successive duplicate steps along the path by folding them into one step.

Path Chart Controls

Once your Path chart has computed you can further customize how much information you see on the visualization. If a path doesn't have enough users to be considered signifiant that path will be in the 'Others' section at the bottom of each step.

Left/Right Arrows

Once a Path analysis has been executed you can control the number of steps (up to 10) shown on the chart using the control arrows as shown below:

Up/Down Arrows

Once a Path has been executed you can control the discreet paths (up to 25) you see based on % of users who took them. By using the Up/Down arrows you can make the chart more or less granular exposing the most common to least common paths.

Top Paths Mode

Top Paths as Funnels is a great way to see discreet paths without the potential noise of others on the same visualization.

Change the Mode of your Path to "Top Paths" which will show you the Top 10 Paths as Funnel charts.

Short video showing the Top paths feature in Kubit

For these Top Path Funnels you are able to:

  • Click the "i" icon to open as a Formula and create a Funnel directly from the Top Path

  • Hide/Show Steps in the Funnel

  • Hide/Show Breakdown

Adding Breakdowns to Top Paths

If you apply a Breakdown or Segment to this Path in Top Paths mode you'll see the Top 10 Paths but sorted from the discreet groups you've created. This sort is based on # of subjects (Users/Sessions/Accounts etc.) who took the Path.

Each Breakdown/Segment will have their own Funnel and the name will denote what group it's comprised of.

Currently Top Paths is only available for Forward Paths.

Create Funnel from Path

Perhaps as you're looking at user journeys in Path you find one which is interesting and you want to make tweaks to your product to improve that particular journey. Then, you need to start monitoring the conversion rates within that journey over time, so you want to create a Funnel. Now you can do this with just a couple of clicks:

  1. Right-click on the step of the Path where you want your Funnel to end

  2. Click Create Funnel

When you do this, the newly created Funnel infers the Partition, Subject, Time Unit, Date Range and Breakdown from the Path. The Order is set to Exact by default as this is what you see on the Path, but you can still change it.

There's also a few limitations:

  • Can't have Others as ending step (won't see Create Funnel option when you right-click on top of Others)

  • If the Path is using Expand/Merge/Fold events the Create Funnel option will be disabled on right-click (greyed out)

  • The Funnel is always created from the beginning of the Path. Only the end is defined by the user.

  • You can only create Funnels when the Path Direction is set to Forward. When set to Backward the Create Funnel option will be disabled on right-click (greyed out) as shown below:

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