Use path analysis to identify where customers drop off in your Workflows and track whether changes are improving engagement — so you can make targeted optimizations with confidence.
Note: Path Analysis is available for any live Workflow. You'll need access to the Workflows builder to use it.
How to analyze your Workflow paths
Open the Workflow you’d like to explore, and click the Path Analysis tab.
There you’ll see your first bot message, and the engagement that each of the following paths received:
The data shown in the analysis is for the version of the Workflow that was saved at the date and time shown here:
You’ll also see the number of customers who stopped viewing your Workflow at each point, or drop-offs:
Drop-offs are counted each time a customer views the path but goes no further, so may include the same customer multiple times.
To continue down the bot path, and see further interactions, click X more.
If you’d like to see the content of a Workflow path, just click to expand it:
Note:
The expanded view will also show you the number of customers who provided attributes you’re collecting.
These counts also demonstrate exactly where customers are dropping off. In this example, ‘Order Number’ has been provided 4 times, but the ‘Order Issue’ has only been provided 3 times. This means one person who viewed this path dropped off after providing their Order Number, before providing the Order Issue.
How to see how changes affect your Workflow's performance
As you optimize your Workflow you'll want to make sure your changes are having the desired effect. To see how the current Workflow compares to previous versions, choose an older version from the dropdown on the right:
The version comparison view shows any impact on engagement and completion at each step of the Workflow.
Note:
Any changes you save will create a new version of the Workflow. This includes changing the title, audience filters, etc.
If certain paths from your workflow aren’t appearing in the Path Analysis, it’s likely because there’s no user action triggering them. When a path ends in a "Close" action without further user interaction, it won’t be tracked in the analysis. Path Analysis only displays paths where users actively take steps, so if a workflow automatically closes without user input, those paths won’t be visible.
The stats at the top of the page show the total engagement since the bot was set live, and will not change as you switch versions.
Summary metrics (sent/engaged/completed) will sometimes update faster than path stats (not updated instantaneously).
For Workflows that collect attributes from customers, the drop-off for each attribute (if multiple), will be displayed in the Path Analysis.
To see which customers viewed/passed/dropped-off etc - you will need to check the completed/engaged tabs.
Currently, it's not possible to export the path analysis of a workflow.
Once you've identified underperforming paths, return to the Workflow editor to make changes, then republish. Each save creates a new version, so you can return to Path Analysis at any time to compare performance before and after your update.
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