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Forward and reverse path customer clickstream analysis in Google Analytics

December 22, 2020

I don’t know whether you have heard of the forward and reverse path clickstream analysis technique? It’s a shame path analysis isn’t so well known as say funnel analysis, since it’s a strong analysis technique to help understand customer journeys on a site to identify inefficiencies.

Clickstream analysis can be used to review the quality and value of your REACH marketing activities, as well as informing crucial decision-making in the ACT and CONVERT stage of your customer conversion strategy.

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