Abstract: Aspects of the subject disclosure may include, for example, accessing user traffic data that is representative of navigation by a group of users between different screens of an application; and calculating a conversion rate for user traffic flowing between a pair of the screens consisting of a first screen and a second screen that are along a first path to a conversion point of the application, where the calculating is based on a first number of users that navigated to the first screen, a second number of users that navigated from the first screen to the second screen, and a third number of users that navigated from the first screen to one or more other screens that is different from the second screen, and where user traffic flowing from the first screen to the one or more other screens is along one or more alternative paths to the conversion point. Other embodiments are disclosed.