Question: Jerry is the marketer for YardSale.com, 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
- Flow visualization reports
- Attribution reports
Explanation
Flow visualization reports show the paths users take through a website. They help identify where users continue, loop back, or leave during a journey. High exit rates can point to friction, but flow data shows how users reached those exits. This makes the report category useful for understanding movement across pages and improving the conversion path.
Why the other options are incorrect
Audience reports describe who users are, not the paths they take through the site.
Attribution reports assign conversion credit across channels, not page-to-page movement.
Conversions reports measure completed goals and outcomes, but they do not primarily visualize user navigation paths.
Source for verification
https://support.google.com/analytics/answer/9317498
https://support.google.com/analytics/answer/11053642
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