While the Dashboard gives you a good overview of your flow and online marketing efforts in general, the 'Site Content' gives you a more in-depth overview of all of your Clickflow-screens. You can find this overview under Behavior > Site Content > All Pages.

Within this overview you can find various metrics by default. In the following, we will discuss the most important metrics.

Page Views: The number of page views display the total amount of screen visits. A unique page view is defined as page visit counted only once per session* and does not account for double visits within one session.

*What is a Session?

A session is a group of interactions one user has with your website. Google Analytics defines a session by time. Standardized a new session begins when a user did not interact within 30 minutes or a new day begins after midnight. A user interaction with your website resets the 30 minutes timer.

Average Time on Page: The average (avg.) time on a page displays the duration a user views a specific screen of your flow.

Entrances: Entrances display how often a screen is the first screen a user sees when entering your flow. Normally this metric is not relevant for your click flow as the first screen is often the only entrance for your users. Different entrances-numbers across your screens can be caused by the wrong redirection of one of your marketing campaigns so check if every campaign leads to the screen you defined as the first screen.

Bounce Rate: The Bounce Rate (not to be confused with the exit percentage, see below) is an important metric to assess the quality of your first screen as it shows the percentage of a session which does not interact at all with your flow when viewing the entrance-screen. A high bounce rate signals that something might be wrong with your first screen or the marketing campaign you use to lead traffic on your flow. To keep the bounce rate low, make sure that your marketing campaign targets a relevant target group and does not set false expectations about what users will see when clicking on the ad. Also, make sure that your button to the next screens is prominently displayed on your first screen.

Exit percentage: The exit percentage is really helpful to analyze the performance and access the quality of your following screens after the entrance screen as it describes the percentage of users which leave the flow when viewing a specific screen. Use this metric to understand how your flow could be improved. A high exit percentage could also indicate that a question might be too personal. For example, asking for a precise amount earned you could ask about a range of income. You could also add a text-block and write something like „don’t worry, I won’t share your information“ to make it more comfortable providing such personal information. We learned that screens asking only for the most essential information have lower exit rates than screens that ask a lot of open ended questions. Consider distributing multiple questions across more screens.

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