To understand user behaviors after they click on an ad, which type of analytics reporting is most beneficial?

User journey analysis is particularly beneficial for understanding user behaviors after they click on an ad because it provides a comprehensive view of the different interactions a user engages in across their entire session on a website or app. This type of analysis allows businesses to track the various touchpoints a user encounters, starting from the ad click and following through to subsequent actions, such as page views, events, and conversions.

By examining the user journey, marketers can discern patterns in behavior, identify potential drop-off points, and assess whether users are engaging as intended with the content or actions prompted by the ad. This insight is crucial for optimizing the user experience and improving the effectiveness of ad campaigns.

Other reporting types do not provide the same depth of understanding in this context. Traffic source reporting primarily focuses on where traffic originates (including ad campaigns) without diving into user interactions. Conversion rate reporting provides statistics on how many users complete desired actions but lacks detail on the paths they took. Custom reports can be tailored for specific metrics but may not necessarily focus specifically on the continuous journey post-ad click, unless carefully designed. Thus, user journey analysis stands out as the most effective choice for comprehending user behaviors following an advertisement interaction.