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Using Flows to identify friction and deviation in the customer journey


Level 1

How can I use the Adobe clickstream data and then run correlation analysis or segmentation to identify factors causing friction?

Idea is to define deviation as moving to any path that doesn’t lead to an app start( product application page), I thought of using application page as one focus node and backtracking and capturing the data in csv to define frictions. Does anyone have any other approach which is efficient as well, mine would be brute force looking all the way down. 

2 Replies


Level 2

Hi @hk17541 

You can use standard flow report to know deviation and friction within analytics workspace. Please use the following link for more details:

In case you need more indepth analysis of the customer joirney then please use the following link to create report within CJA:



Level 1

Thanks @LoveeshK , what would be the ideal way or formula if I would want to define friction score in terms of deviation rate and exit rate. Consider an example:


A -> B -> C: Ideal journey 

A -> B -> D -> C : Deviated Path


Can deviation rate be defined as total people following deviated path/ total people who reached C from A?