The Path Analyzer is an application that enables you to create a map that shows the sequential paths that contacts take as they navigate through your website. You can see the paths that contacts take while interacting with campaigns, and on their way to converting on business critical activities such as goals and events.
You can create new Path Analyzer maps
The Path Analyzer shows you which paths have the most traffic, which paths provide the highest engagement value, and which provide the highest engagement value per visit or efficiency. This enables you to gain insight into which contact experiences on your website work efficiently, and which content is less efficient and could be optimized.
You can use the Path Analyzer to view how contacts interact with your content on a large scale, viewing the most frequently travelled paths through your website. To view interactions on a smaller scale, you can use the Page Analyzer. The Page Analyzer shows you the paths to and from specific pages on your website.
The Page Analyzer allows you to explore paths that lead to a page and then view the individual contacts that had this particular path experience.
In this way, with Path Analyzer, you can go from the very high level path map view showing all paths, to a page-specific analysis view, down to an individual contact who had this path experience, and then pull up his or her Experience Profile:
Analyzing different contact experiences
The Path Analyzer lets you map and view the experiences that your contacts have on your website. You can see which pages that contacts visit on their way to triggering specific goals or page events. You can also configure paths that identify traffic coming from particular channels or particular campaigns. The Path Analyzer then shows you which paths efficiently lead contacts to desired business outcomes, and which paths are less effective.
You also have the ability to map different types of interactions that contacts have with your website. You can, for example, map the experiences of first-time visitors to your website, and then create maps that show the experiences of returning visitors and compare how the two experiences differ. You can also use the Rule Set Engine to create maps that are based on location, devices, and so on. Comparing contact experiences can give you insight into how your content works with different audiences.