The Google Analytics Data Model consists of users, sessions, and interactions. In this heirarchy, interactions include:
pageviews
events
transactions
A and B only
A,B, and C
events
transactions
A and B only
A,B, and C
When analyzing the goal flow report, you see that many users are dropping off after the second step in the funnel. With this information you can infer that:
You are possibly targeting the wrong audience who is not as interested in your product The navigation between the second and third steps of the purchase process could be improved You should consider directing traffic through a different entrance point of your goal all of the above
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