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How Funnels differ from User Journeys, Behavior Tracking, and Behavior Maps

Sean Needham avatar
By Sean Needham

Siteimprove offers several features for analyzing visitor behavior. The purpose of this article is to outline the differences between the features offered within Siteimprove Analytics to analyze visitor behavior and how existing features in Analytics can be used in conjunction with Funnels. 

Behavior Tracking

When using behavior tracking your focus is on one single page.

It is an open ended exploratory feature, where you can explore how users navigate through your website via the focus page. 

It can be useful as a tool to help you decide which funnel to investigate on your website.

For more on Behavior Tracking, have a look at the 'Intro to Behavior tracking' interactive tutorial. 

Behavior Maps

Behavior Maps gives a visual overlay showing where visitors click, scroll, and interact with a specific page on your website.

This feature can be used in combination with Funnels, for example, to help determine why there was a high drop off rate at a step on a user’s path.

You can investigate if there was something distracting on the page preventing funnel completion.

For more on Behavior Maps, have a look the article ‘What is a Behavior Map?’ .

User Journeys

In User Journeys, you explore the paths that visitors take between two specific pages.

For example, User Journeys could be used to see all the different routes users take from the home page to the product descriptions.

It demonstrates the most popular journeys and can give inspiration for Funnels.

For more on User Journeys, have a look the article ‘What are User Journeys and How do I set Them up?’. 


Siteimprove Funnels differs from other Analytics features, in that they analyze a very specific flow that includes multiple pages or events.

With Siteimprove Funnels you can analyze how visitors follow key steps on your website.

When creating a funnel, you choose the specifics points in the journey that you want to analyze.

A funnel can be used, for example, to analyze and fine tune a website campaign.

For more on Funnels, have a look at the article ‘What are Funnels in Analytics?’.

How do Funnels fit with Key Metrics?

Key Metrics are visitor actions that are helping your organization reach their overall strategic objectives.

Funnels can be used to optimize the conversion rate by analyzing the user’s behavior along a specific path.

When you define a funnel, you can use the final step of a funnel as the success criteria in a key metric.

For more on Key Metrics, have a look at the article 'Getting started with Key Metrics and KPIs'.

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