• adCenter Community, Monday, September 22, 2008 1:45 PM

Jonathan Tuliani digs into one of the reports bundled into the latest version of adCenter, the Analytics Path report. "Most analytics reports tell you about the visitors to individual pages of your web site," he says. "By contrast, the Path report shows you how visitors actually navigate through your site, from page to page. This information can be very valuable in understanding user behavior and identifying problem pages."

You can create a report to track any possible navigation path to or from a source page. Tuliani's examples show a report that tracks how users get to the "help" page, as well as one that tracks where users go after they leave the home page. The maximum path length tracked is seven pages (including the focal page).

"The path report is an explorative tool," he says. "Rather than simply showing static data, you can browse through the tree of paths taken by your users. You can see if the actual site navigation matches that intended by the site design--and thereby identify problem areas to improve or new features to add."

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