Website User Journey Sankey Diagram: Editable Template
Map how sessions move from traffic source to the first page they land on and then to signup or exit. Compare landing pages by what happens next, with your own counts.
A user journey Sankey joins three things in one picture: where sessions come from, which page they land on, and whether they sign up. Each ribbon is a number of sessions.
Analytics tools usually show sources, landing pages and conversions in separate reports. Here the same 7,000 sessions run through all three, so you can see that a source sends visitors to the pages that convert badly, or the reverse.
The example uses three sources, three landing pages and two outcomes. Replace the counts with a session export from your own analytics, keeping to one period.
How to read this diagram
- Search sends 4,000 of the 7,000 sessions (57%), mostly to the blog.
- Visitors who land on the pricing page sign up at 30%, against 10% for the home page and 4% for the blog.
- 850 sessions end in a signup, about 12%; the other 6,150 leave.
- The blog collects the most traffic and converts the least, so it is the page to link onward from.
The data behind it
Invented figures for illustration. Not data about any real business.
| From | To | Amount (sessions) |
|---|---|---|
| Search | Home page | 1200 |
| Search | Blog | 2200 |
| Search | Pricing page | 600 |
| Social | Home page | 600 |
| Social | Blog | 300 |
| Social | Pricing page | 600 |
| Direct | Home page | 1200 |
| Direct | Pricing page | 300 |
| Home page | Signed up | 300 |
| Home page | Left the site | 2700 |
| Blog | Signed up | 100 |
| Blog | Left the site | 2400 |
| Pricing page | Signed up | 450 |
| Pricing page | Left the site | 1050 |
The same data as CSV
source,target,value
Search,Home page,1200
Search,Blog,2200
Search,Pricing page,600
Social,Home page,600
Social,Blog,300
Social,Pricing page,600
Direct,Home page,1200
Direct,Pricing page,300
Home page,Signed up,300
Home page,Left the site,2700
Blog,Signed up,100
Blog,Left the site,2400
Pricing page,Signed up,450
Pricing page,Left the site,1050How it works
Export sessions by source and landing page
Use one reporting period and one definition of a session.
Add the outcome
Count how many of each landing page's sessions signed up and how many left.
Enter the flows
Type source to landing page, then landing page to outcome.
Check the totals
Each landing page should send on exactly the sessions it received.
Frequently asked questions
Can I add more steps, such as a second page?
Yes, but each extra stage multiplies ribbons. Group minor pages into one node such as Other pages so the picture stays readable.
Is this the same as a funnel report?
It covers the same ground but also shows which source fed which page, which a single funnel cannot.
Edit this journey Sankey
Open the example as your own chart and enter your sessions by source and page.