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?

Analysis of Correct Answer(s)

• Flow visualization reports are the correct choice because they are specifically designed to illustrate the paths users take through your website. Reports like Behavior Flow and Users Flow graphically represent how users navigate from one page or event to the next. This allows Jerry to visually identify where users are dropping off or encountering issues, which directly addresses his suspicion about the site's user-friendliness and high exit rates. These reports provide a clear map of user movement, highlighting common paths and significant drop-off points.

Analysis of Incorrect Options

• Audience reports provide information about the characteristics of your users, such as their demographics, location, and the technology they use. While valuable for understanding who is visiting, they do not show how these users navigate the site.

• Conversions reports focus on tracking goal completions and e-commerce transactions. They show if users are completing desired actions but do not detail the step-by-step journey of all users, especially those who do not convert.

• Attribution reports help you understand which marketing channels contributed to a conversion. They assign credit to different touchpoints (e.g., organic search, paid ads) in the user's journey before they converted, rather than analyzing their on-site page navigation.