Customer Journey Analyses

1 Basics

The Customer Journey Analysis tracks all campaigns involved in helping a visitor reach a specific website goal. This analysis provides valuable insights into the effectiveness of various marketing campaigns.

1.1 Key Points

• Customer Journeys Are Saved When a Goal Is Reached: This means journeys are stored when a visitor completes a defined website goal (e.g., purchase, sign-up). As a result, they cannot be freely filtered or matched with other dimensions or metrics outside the supported options.

• Only campaigns contributing to the goal are analyzed: Campaigns that did not aid in reaching the website goal are not included.

• Independent of attribution models: All campaign interactions within 30 days before reaching the goal are analyzed, regardless of the attribution model.

• Maximum of 15 campaign contacts: If there are more than 15 campaign contacts, only the first contact and the last 14 are stored in the analysis.

1.2 Supported Dimensions for Customer Journey Analysis

A combination of the following dimensions is available for deeper analysis:

1.3 Multiple Website goals

If you have multiple website goals, it is essential to filter the Customer Journey Analysis by each goal or use separate metrics (e.g., orders, newsletter signups).

Example of Customer Journeys with several website goals

Learn more about how to set up website goals here: How to define website goals

2 Customer Journey Analyses

A) On which position is the campaign used to reach the website goal?

• Analysis: Individual Analysis
  

  Reading Example

  Reading Example
  Campaign Lifecycle Contacts	The traffic source "Newsletter" was measured 51,990 times within a Customer Journey.
  Conversion Initiator %	At 2.26 % of all contacts, it was the first contact within the Customer Journey.
  Conversion Supporter %	At 2.78 % of all contacts, it was neither the first nor the last contact within the Customer Journey.
  Conversion Transformer %	At 94.96 % of all contacts, it was the last contact within the Customer Journey.
  Position in Campaign Lifecycle %	91.00 % of the Customer Journey was over when the traffic source "Newsletter" was measured. Example for the usage of 3 campaigns: Campaign 1 = 0 %, Campaign 2 = 50 %, Campaign 3 = 100 %
  Time prior to Conversion Avg (Impulse Conversion)	On average, 2 hours, 2 minutes, and 27 seconds passed between the newsletter's access and the conversion.

B) In what order are campaigns accessed before reaching the website goal?

• Analysis: Marketing > Customer Journeys >  Ad Media Path
  

  Reading Example

  Reading Example
  Conversions	At 39 conversions, the ad media "Google Adwords.Brand.Fall16.Newborn" was used first and "Direct" after it.
  Conversion Value	A conversion value of 735.30 € was generated when the ad media "Google Adwords.Brand.Fall16.Newborn" was clicked first, and then "Direct" was used.

C) What do Customer Journeys look like when a newsletter campaign is involved?

• Analysis: Marketing > Customer Journeys >  Traffic Sources Path (Aggregated)
  

  Reading Example

  Reading Example
  Conversions	At 79 conversions, no other traffic source was involved.
  Campaign Lifecycle Duration (Avg Days)	It took, on average, 0,53 days from the initial contact to reaching the goal.

In the "Aggregated" analyses the subsequent contacts of the same campaign are only depicted once (Newsletter > Newsletter > Direct is transformed into Newsletter > Direct).

D) What do Customer Journeys look like when the first campaign contact is a SEA campaign, and an order was placed?

• Analysis: Marketing > Customer Journeys >  Traffic Sources Path
  

E) What do Customer Journeys look like when the last campaign contact is a newsletter, and more than 3 campaigns were used?

• Analysis: Marketing > Customer Journeys >  Traffic Sources Path (Aggregated)