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Path analysis
Updated over a week ago

Path analysis allows you to track and analyse the steps accounts take on your website to reach a desired goal or conversion. See how accounts navigate your website and identify any potential areas of improvement or bottlenecks in their journey.

Unlike traditional funnel reports, path analysis provides a more comprehensive view of an account's journey, allowing you to see the exact paths taken to reach the destination.

Building a Path Analysis Report

Building a Path Analysis report inside Factors is easy, just follow along:

  1. Log in to your Factors account and click on Path Analysis in the left navigation bar. Then, click Create New.

  2. Once inside, you can select the type of visitors whose path you wish to analyse. You can select from the following:

    1. Users: Visitors across Website, CRM and other touch points.

    2. HubSpot Company: Visitors from a HubSpot company object.

    3. HubSpot Deal: Visitors from ongoing deals or transactions being pursued.

    4. Salesforce Account: Visitors from individual customer accounts, organizations or partners involved with the business.

    5. Salesforce Opportunity: Visitors from ongoing deals or transactions being pursued.

  3. Then select the condition for the Path Analysis Report.

    1. Starts with an event- All paths that have the selected event as the starting point.

    2. End with an event- All paths that lead to the selected end event.

  4. Now, select the event which will serve as the starting point or the end point for all paths based on what you selected in Step-3.

  5. Additionally, you can choose to exclude certain events from the analysis or even select only specific events to be considered.

  6. Further, you can add filters for the paths. This can be helpful if you only wish to see a particular type of user segments going through these paths. You can apply multiple filters.

  7. You can select the number of steps to be shown for these paths. You can also add a restriction to only show unique steps.

  8. Select a date for which you wish to Analyse the paths taken.

  9. Once you are done, just click Save and Build. Give your report a simple name and a description for your team and hit Save.

  10. Your report will now begin building. Depending the amount of data within the selected date range, it can take some time to be ready. You can find all your reports and check their status inside Path Analysis.

And that’s it! That is how you can create a Path Analysis report inside Factors.

Need help setting up more complex Path Analysis reports?
You can reach out to us at for assistance.

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