Sequences Analysis

The Sequences analysis provides a very interesting view into the order of events that make up consumer journeys. In this analysis each row represents a unique series of elements that make up complete consumer journeys.


It is possible to illustrate different dimensions in the sequences analysis: it is available at device, site, traffic source and campaign levels.

Note: The device drill down is only reliable using the identified visitors scope. It requires that all visitors have logged-in at least once on each device that is analysed so that we can process the cross-device measurement.


The left-most column illustrates the series of elements which make up different consumer journeys. Subsequent instances of the same element will be aggregated under the same logo type.

Note: if a journey consists of 5 or more aggregated element types, only the last 5 elements of the series will be shown.


If you wish to focus on conversions, you can segment for only sequences that led to a conversion by toggling the "sequences that converted" in the options box

Note: A conversion will end a current sequence and start a new one

For example: Consider user A with 5 visits to site using two types of devices and converted on visits number 3 & 5.

Case 1: the "sequences that converted" option remains unticked

User A will be included in one sequence within the sequences analysis in the following manner:

As it can be seen, consecutive visits of the same type (visits 2 & 3 as well as visits 4 & 5) will be aggregated.


Case 2: the "sequences that converted" option is ticked

User A will be inclded in two sequences within the sequence analysis in the following manner:

Sequence 1: Sequence 2:


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