Digital Marketing Academy · Lesson

Exploration Reports

Funnels and paths.

Exploration Reports is a free Digital Marketing Academy lesson on CoddyKit — lesson 3 of 4. You can read the complete lesson below for free — then practise it hands-on in the browser with a built-in code editor and a 24/7 AI tutor. It is part of the Digital Marketing Academy learning path, one of 4 lessons in the course, and your progress syncs across the web and the CoddyKit app.

What Is Explore

The Explore section is GA4's workspace for ad hoc, deep analysis. Standard Reports answer common questions; Explorations answer your specific ones.

You combine dimensions, metrics, and segments freely with drag-and-drop, then visualize them as tables, funnels, or paths.

Explore building blocks:
  Variables panel: dimensions, metrics, segments
  Tab settings:    rows, columns, values, filters
  Canvas:          the chosen technique/visualization

Seven Techniques

Each Exploration uses a technique. Knowing which to pick saves time.

Free form is the flexible table. Funnel and Path analyze journeys. Segment overlap, Cohort, User lifetime, and User explorer cover retention and individual behavior.

Techniques:
  1. Free form     (custom tables/charts)
  2. Funnel        (step conversion)
  3. Path          (sequence of events)
  4. Segment overlap
  5. Cohort        (retention over time)
  6. User lifetime (LTV, predicted)
  7. User explorer (individual users)

Free Form Tables

Free form is the most-used technique. Drop dimensions into Rows, metrics into Values, and add a breakdown column.

You can switch the visualization to a bar chart, line chart, scatter, or geo map without rebuilding the data.

Free form setup:
  Rows:    Session source / medium
  Columns: Device category
  Values:  Sessions, Conversions, Engagement rate
  Filter:  Country = United States
  Viz:     Table

Funnel Exploration

Funnel exploration shows how users move through a sequence of steps and where they drop off.

Define each step as an event or condition. Toggle between open and closed funnels, and use Make open to allow users entering mid-funnel.

Funnel steps:
  1. session_start
  2. view_item
  3. add_to_cart
  4. begin_checkout
  5. purchase

Option: closed funnel (strict order)
Metric: completion + abandonment rate per step

Path Exploration

Path exploration visualizes the sequence of pages or events users take, branching forward or backward.

Start from an event (like session_start) or work backward from a drop-off point to discover unexpected routes through your site.

Path setup:
  Starting point: event_name = session_start
  Node type:      Event name (or Page title)
  Step +1:        view shares of next events

Use backward path from "purchase"
to find common pre-conversion pages.

Segments

Segments are subsets of your data used inside Explorations. There are three scopes: user, session, and event.

Drag a segment into the Segment comparisons area to compare behavior, for example mobile buyers versus desktop buyers.

Segment scopes:
  User-scope:    users who ever purchased
  Session-scope: sessions from paid search
  Event-scope:   events on the pricing page

Example: User segment
  condition: event purchase count >= 1

Cohort Exploration

Cohort exploration groups users by a shared start (acquisition date) and tracks a return behavior over time.

Use it to measure retention: of users acquired in week 0, how many returned in weeks 1, 2, 3. Choose a granularity that fits your cycle.

Cohort setup:
  Inclusion:  first_visit (cohort entry)
  Return:     any transaction
  Granularity: Weekly
  Metric:     Active users per week offset
  Reads as retention matrix (week 0..n)

Breakdowns and Filters

A breakdown adds a secondary dimension as columns to split your rows further. Filters restrict the rows the Exploration includes.

Combine them carefully: too many breakdowns create sparse, hard-to-read tables. Start simple, then drill down.

Tab settings:
  Breakdown: add "Device category" column
  Filter:    Event name exactly matches purchase
  Filter:    Country one of [US, CA, UK]
  Row limit: 25 (keep tables readable)

Sampling and Cardinality

Large Explorations may apply sampling, shown by a green or yellow shield icon. Sampled data is an estimate, not exact.

High-cardinality dimensions (many unique values) can roll into an (other) row. Narrow date ranges or filters to reduce both issues.

Shield icon:
  green  = 100% (no sampling)
  yellow = sampled, estimated

Reduce sampling:
  - shorten date range
  - apply filters
  - reduce dimensions

(other) row = cardinality limit hit

Sharing and Exporting

Explorations are private by default to the creator. You can share them with everyone who has property access, but only the owner can edit.

Export a snapshot to Google Sheets, CSV, or PDF for stakeholders who do not log in to GA4.

Sharing:
  default: private to creator
  toggle:  "Share" -> read-only for property users

Export options (top right):
  - Google Sheets
  - CSV
  - PDF
  - copy to clipboard

Building a Drop-off Analysis

A common task: find where signups fail. Build a closed funnel from landing to confirmation, then add a device breakdown.

Spot the step with the biggest drop, segment by device, and confirm whether a form or mobile layout issue is to blame.

Signup drop-off Exploration:
  Technique: Funnel (closed)
  Steps: page_view(/signup) -> form_start
         -> form_submit -> sign_up
  Breakdown: Device category
  Insight: large mobile drop at form_start

Quick Check

Pick the right technique for the job.

Recap

Explore is GA4's deep-analysis workspace with seven techniques. Free form builds custom tables, funnels show drop-off, paths reveal journeys, and cohorts measure retention.

Use segments, breakdowns, and filters thoughtfully, watch for sampling and cardinality, then share or export your findings.

Frequently asked questions

Is the “Exploration Reports” lesson free?

Yes — the full text of “Exploration Reports” is free to read here on the web, and the Digital Marketing Academy course includes 4 lessons in total. To practise it interactively (a built-in code editor and a 24/7 AI tutor) and unlock the rest of the Digital Marketing Academy course, upgrade to CoddyKit PRO.

What will I learn in “Exploration Reports”?

Funnels and paths. You practise Digital Marketing Academy with hands-on code you run directly in the browser, and a 24/7 AI tutor answers your questions as you work through the lesson.

Do I need any experience to start Digital Marketing Academy?

No prior experience is required. Digital Marketing Academy on CoddyKit is structured for beginners through advanced learners; this is — lesson 3 of 4, so you can start here or from the beginning and move at your own pace.

How long does the “Exploration Reports” lesson take?

Most CoddyKit lessons take about 5–10 minutes. Each one is bite-sized and interactive, so you make steady progress and pick up exactly where you left off across the web and the app.

Can I write and run code in this Digital Marketing Academy lesson?

Yes. Every Digital Marketing Academy lesson includes a built-in code editor, so you write and run real code right in your browser and get instant AI feedback — no local setup required.

All lessons in this course

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