Behavioral analytics
It uses event data, properties, paths, funnels, cohorts, retention, and segmentation to move beyond page counts toward questions such as what users do before converting or where successful users differ from churned users. Behavioral data shows what happened, but teams often combine it with surveys, interviews, and experiments to understand why it happened and whether a change caused the outcome.
What is Behavioral analytics?
Behavioral analytics examines the actions users take across a digital product to understand patterns, intent, friction, and the behaviors associated with outcomes.
Why it matters
It uses event data, properties, paths, funnels, cohorts, retention, and segmentation to move beyond page counts toward questions such as what users do before converting or where successful users differ from churned users. Behavioral data shows what happened, but teams often combine it with surveys, interviews, and experiments to understand why it happened and whether a change caused the outcome.
Example
An analysis finds that users who create a second project in their first week retain at a much higher rate, suggesting an onboarding opportunity.