You want to see how your users coming from a paid search campaign are progressing through a specific set of steps on your site, such as a checkout process. Which exploration technique lets you visualize the steps users take toward a task or key event and see how well they're succeeding or failing at each step?

Analysis of Correct Answer(s)

• **Funnel exploration** is the correct technique because it is specifically designed to visualize the sequential steps users take to complete a task, such as a checkout process. It allows you to define a series of actions (the "funnel") and see how many users progress from one step to the next. This directly answers the question's need to measure success and failure rates (i.e., drop-off rates) at each stage of a user journey.

Analysis of Incorrect Options

• **Free form** is a flexible technique for creating custom tables and charts to explore data. While powerful, it does not provide the specialized, step-by-step visualization of a user path that a funnel exploration does.

• **Segment overlap** uses a Venn diagram to show the relationship and overlap between different user segments. It is used for comparing audiences, not for analyzing a user's progression through a specific process.

• **Cohort explorations** groups users based on a shared characteristic (like acquisition date) to analyze their behavior and retention over time. This is useful for understanding long-term trends, not for visualizing a short, sequential task like a checkout.