The customer journey view provides a graphical representation of different touchpoints that users interact with before making a purchase. At each stage, you can see how many customers converted, how many steps it took them, and which marketing channels provided the greatest funnel towards purchasing.
Use cases for customer journeys:
Identify Pathways to Conversion: Determine the most frequent customer routes leading to purchases or desired actions.
Optimize Ad Channel Combination: Find the most effective mix of advertising channels to maximize marketing ROI.
Analyze Campaign Paths: Evaluate the performance of marketing campaigns within a single channel or across multiple channels to refine strategies.
How to access customer Journeys
Once you have successfully integrated your website/store and your ad channels, you will have access to the Customer Journey report to analyze your attribution data from end to end. (Lifesight will track conversions post UTM configuration)
Navigate to the Analyze Page
Navigate to the Customer Journey tab to analyze the different paths your customers take before they convert.
Selected starting touchpoint - the journey changes based on the selected starting touchpoint.
The journeys are sorted in descending order of conversions. In the example below, Google as a starting touchpoint leads to the most conversions, followed by direct, then judgeme, etc.
You can also apply filters to your Custom Journey report if you'd only like to see certain journeys. (Attribution models and window filters do not affect this view since journeys are independent of these.).
Filter the journeys by Key Performance Index(KPI)
Add to Carts
Purchases
Customer Registrations
Form Submits
Checkouts Created
(The purchases option is a “superset” of all the other events.)
Filter journeys based on the State / City of the shipping address used in a purchase. (Only purchases satisfying the geo filters are shown in the purchase journey.)
Users can also view the purchase metrics of each stage
CV (Conversion Value) - Total value of purchases (conversions) resulting from the selected touchpoint.
AOV (Average Order Value) - Average Order Value of purchases (conversions) resulting from the selected touchpoint.
Average time between selected nodes between stages.