What does 'user flow' represent in Adobe Analytics?

User flow in Adobe Analytics refers to the sequence of interactions users have on a site. This concept is essential for understanding how visitors navigate through different pages and how they interact with various elements on a website. Analyzing user flow helps businesses identify paths users commonly take, points of drop-off, and areas where users may need assistance or improvements in their experience.

This information is crucial for optimizing website structure, content placement, and overall user experience. By tracking user flow, analysts can gain insights into user behavior, assess the effectiveness of different campaign strategies, and make informed decisions to enhance engagement and conversions. Understanding user flow empowers organizations to create better-targeted content and design smoother journeys for their visitors.