---
title: "Flow"
description: "The whole journey as a map, and where people drop out of it."
slug: "en/customs/insights/flow"
url: "https://docs.custom.one/en/customs/insights/flow/"
capability: "analytics"
published_at: "2026-08-26T06:35:45.291Z"
---
**Flow** draws the whole journey as a map, from the link someone clicked to the
button on their result page, so you can see the step where you are losing people.

## Reading the map

It runs left to right. Your channels feed a **Total In**, the quiz splits into
who never started, who abandoned it and who completed it, then every question in
order, then what happens afterwards: email and SMS sent, result opened, video
started, video completed, button clicked.

The figure on the line between two steps is how many carried on. `100%` means
that step costs you nothing. A number well under that is where your custom is
leaking.

**Detailed** and **Compact** change how much of the chain is drawn. Compact is
easier to take in; Detailed is what you want when you are hunting. Whichever you
pick is remembered for this custom.

Click any step to open its count and the share of the whole it represents.

## The two panels underneath

**Entry sources** ranks your channels with a bar each, and totals them into
*Quiz started*.

**Step funnel** is the same journey as a list, and it is the one that usually
finds the problem. Every step shows its count, the pass-through rate from the
step before, and how many people you lost there — `−184 drop`. The bar behind it
is measured from the start, so you can see the whole thing narrowing.

## What to do about a drop

- **A steep drop on one question.** That question is the problem, not your result
  page. Shorten it, reword it, or take it out.
- **People finish but never open the result.** That is delivery, not the quiz —
  check the Delivery tab and what your email says.
- **They open it but do not watch.** Your first clip is not holding them.
  Re-record the opening.
- **They watch it all and do not click.** The video is working and the offer is
  not. Change the button, or what it promises.

:::note[Two ways to count a lead]
The Flow tab counts people through the *questions they answered*; the
Performance tab counts *finished leads*. The two totals will not match exactly,
and neither is wrong — they measure different moments.
:::