Website Analytics tells you what happened on your site. User Journeys, Goals, Funnels, and Attribution tell you why it matters: which paths visitors actually take, which of those paths end in a conversion, where they drop off along the way, and which short link or campaign the paying customer originally clicked.
These four reports sit on top of the same Website Analytics data you're already collecting, no separate tracking script or extra setup. You define what a conversion means for your site once, and journeys, funnels, and attribution all build on that definition automatically.
They're available on Growth, Pro, and Business. Free and Starter plans see a locked preview card in their place, since this kind of analysis needs enough traffic and history to be meaningful.
Four Reports, One Connected Picture
Each report answers a different question, and they're designed to be read together rather than in isolation.
User Journeys
See the actual page-by-page paths visitors take through your site as a flow diagram, with no goals or funnels to configure first.
Conversion Goals
Define what counts as a conversion for your site: a custom event, a specific page reached, or a revenue-generating action.
Funnels
Turn a goal, or a sequence of pages, into a named, ordered funnel and see exactly where sessions drop off between steps.
Attribution
Connect the dots all the way back to the click: which short links and campaigns actually produced conversions and revenue, not just visits.
User Journeys: See the Paths Visitors Actually Take
User Journeys work without any setup. As soon as you have traffic, UseClick builds a flow diagram of how visitors move through your site, so you can spot common paths, dead ends, and unexpected detours before you've defined a single goal.
A Sankey-Style Flow Diagram
The diagram shows the first two to five pages of each visit as a branching flow: the entry page on the left, then each subsequent page visitors land on, with the width of each connecting band sized to how many sessions took that path. Alongside the diagram, a ranked Top Paths list surfaces the most common page sequences as a plain table, for when you just want the numbers without reading the flow.
How Sessions Are Built
30-Minute Session Window
A visit stays grouped into a single session as long as the visitor keeps browsing within 30 minutes of their last page view. A longer gap starts a new session.
First Two to Five Pages
Each path in the diagram covers the first two to five pages of a session, enough to show the shape of a visit without the diagram collapsing under long-tail sessions.
Reloads Collapsed
Refreshing the same page repeatedly doesn't create a new node or inflate the path; reloads collapse into the single page node they belong to.
Bots Excluded
Known bot and crawler traffic is filtered out before journeys are built, so the diagram reflects real visitor behavior, not indexing activity.
Long-Tail Paths Grouped
Paths beyond the most common ones are grouped into a single "(other)" node instead of each getting its own thin, unreadable branch.
Top Paths
Next to the diagram, a ranked Top Paths list shows the same underlying data as plain page sequences with session counts, so you can quote a specific path, like Home → Pricing → Checkout, without reading it off the diagram.
Conversion Goals: Define What a Conversion Means
A goal is the atomic unit everything else builds on. Create one per website, and it becomes available to funnels and attribution automatically.
Three Goal Types
Custom Event
Fires when a JavaScript event you send from your site matches the event name you define, for actions like a form submission or a button click that never triggers a page load.
Pageview Match
Fires when a visitor reaches a URL pattern you specify, like /thank-you or /confirmation, with no code changes required beyond the page existing.
Revenue
Fires like a custom event, but also captures a dollar amount with each conversion, so the goal contributes to revenue totals, not just a conversion count.
Active, Paused, or Deleted
Every goal can be toggled active or paused without losing its history, so you can temporarily stop counting a goal, during a site redesign for example, and resume later. Deleting a goal removes it going forward; pause a goal instead if it's used by a funnel you want to keep intact.
Total vs. Attributed Conversions
Each goal reports its total conversion count alongside the subset attributed to a specific short-link click, plus a running revenue total for revenue-type goals, so you can see both overall conversion volume and the portion you can trace back to a marketing link.
Funnels: Measure Step-by-Step Drop-off
A funnel turns a sequence you care about, like Landing Page → Signup → Checkout, into a named report that shows exactly how many sessions made it through each step.
Building a Funnel
Name the funnel and add between two and six steps in order. Each step is either a page, matched by URL, or an existing goal event, and goal-event steps autocomplete from the goals you've already created, so you're never retyping an event name by hand.
Mixing page and goal steps in the same funnel is normal: for example, Pricing page viewed → "start_trial" event fired → /welcome pageview.
7, 30, or 90-Day Windows
Once built, a funnel shows the number and percentage of sessions that reached each step, with per-step drop-off between them, over a 7, 30, or 90-day window you choose. Comparing windows shows you whether a recent redesign or campaign change improved or hurt a specific step.
What It's Good For
Funnels are the tool for finding exactly where you're losing people: a signup form with a confusing field, a pricing page that doesn't convert, or a checkout step that's leaking sessions before payment. Because steps can be pages or goals interchangeably, you can build funnels around either what people saw or what they did.
Attribution: From Click to Revenue
Attribution is what actually ties a specific short link back to a paying conversion, not just a pageview. It's the report that answers the question every other one only gets close to: which links made money?
The Clicks → Visits → Conversions Flow
Attribution renders as a flow chart with three stages: short-link clicks, the visits those clicks became, and the conversions those visits produced. Two rates sit between the stages, a click-to-visit rate and a visit-to-conversion rate, so you can see immediately whether a problem is happening before the visit even starts (a broken link, a slow landing page) or after it (a page that doesn't convert).
What's in the Report
Click-to-Visit Rate
The share of short-link clicks that turned into a recorded visit.
Visit-to-Conversion Rate
The share of visits that went on to complete any tracked goal.
Attributed Revenue
The total dollar value from revenue-type goals that trace back to a tracked click.
Per-Goal Breakdown
Below the flow, attribution splits out by individual goal, so you can see, for example, that your "newsletter_signup" goal converts at a very different rate than your "purchase_complete" goal, instead of one blended number.
Top-Converting Links
A ranked table of your best-performing short links by conversions and revenue, so instead of guessing which campaign worked, you can point at the exact link.
Attribution reads directly off the UTM parameters and campaign grouping you're already using, so it's worth pairing with UseClick's UTM Builder for consistent tagging and Campaigns for grouping related links, both of which feed straight into the per-goal and top-links breakdowns above.
Why This Matters More Than Pageviews
Most analytics tools stop at the visit: how many people came, how long they stayed, what they looked at. That's useful, but it doesn't answer the question a marketer or founder actually cares about, which link, which campaign, which channel produced a paying customer.
Because UseClick's link shortener and Website Analytics share the same visitor tracking, attribution can connect a specific short-link click to a specific conversion without a separate tag manager, a CRM integration, or manual UTM matching in a spreadsheet. It's built in, not bolted on.
Journeys, Goals, Funnels, and Attribution live inside Website Analytics, alongside the full traffic, geography, device, and channel reporting described there.
Plan Availability
Because journeys, funnels, and attribution need enough traffic and history to be statistically meaningful, they're reserved for plans built around ongoing measurement rather than a first look at basic traffic.
Growth, Pro & Business
User Journeys, Conversion Goals, Funnels, and Attribution are fully available, per website, with no additional setup beyond defining your goals.
Free & Starter
These plans see a locked upsell card in place of the live reports on the Website Analytics dashboard, so you know what's available and can upgrade when you're ready to measure conversions rather than just traffic.
From Setup to Insight
A practical order for turning on all four reports.
1. Watch Journeys
Start with User Journeys, which need no setup, to see the paths visitors already take and spot the ones worth turning into a funnel.
2. Define Goals
Create the custom-event, pageview-match, or revenue goals that represent a real conversion for your site.
3. Build a Funnel
String two to six page or goal steps together to see exactly where sessions drop off between them.
4. Read Attribution
Check the Clicks → Visits → Conversions flow and the top-converting links table to see which links and campaigns are actually paying off.