--- title: "Customer Journey Analyses" slug: "customer-journey-analyses" updated: 2024-10-09T15:08:00Z published: 2024-10-09T15:08:00Z canonical: "docs.mapp.com/customer-journey-analyses" --- > ## Documentation Index > Fetch the complete documentation index at: https://docs.mapp.com/llms.txt > Use this file to discover all available pages before exploring further. # 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. ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(40).png) ### 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: | Dimension | Description | | --- | --- | | [Website Goal](/v1/docs/website-goals) | Analyze specific conversions and how campaigns supported them. | | [Order ID](/v1/docs/order-id) | Track conversions based on unique order IDs. | | [[Campaign Category](/v1/docs/campaign-category-in-the-customer-journey) \| [Source](/v1/docs/source-in-the-customer-journey) \| [Campaign Parameter](/v1/docs/campaign-parameter-in-customer-journey) \| [Ad Media](/v1/docs/media-ads-in-customer-journey)] in the Customer Journey | Break down campaigns involved in the customer journey by these categories. | | [Internal/External Campaign in the Customer Journey](/v1/docs/internalexternal-campaign-in-customer-journey) | Determine whether campaigns were internal (on-site) or external (from third-party sources). | | [Search Phrases (Campaigns)](/v1/docs/search-phrases-campaigns) | View search terms that were part of the campaign interaction. | | [Device Class in the Customer Journey](/v1/docs/device-class-in-customer-journey) | Understand campaign performance based on the type of device used (e.g., desktop, mobile, tablet). | | [SEM keywords in Customer Journey](/v1/docs/sem-keywords-in-customer-journey) | Analyze search engine advertising keywords that were part of the journey. | | [Position in Campaign Lifecycle](/v1/docs/position-in-campaign-lifecycle), [Position prior to Conversion](/v1/docs/position-prior-to-conversion) | Understand where a campaign interaction occurred relative to the final goal. | | [Campaign Lifecycle Contacts](/v1/docs/campaign-lifecycle-contacts) | The number of campaign contacts within the customer journey (e.g., “0, 1, 2”). | | [Time in Campaign Lifecycle](/v1/docs/time-in-campaign-lifecycle) | Displays the exact timestamp of the campaign contact in the customer journey (e.g., “2024-07-01 16:04:39”). | | [Time in Campaign Lifecycle (Days)](/v1/docs/time-in-campaign-lifecycle-days) | Shows the number of days between campaign interaction and goal completion. | --- ### 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** ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(41).png) Learn more about how to set up website goals here: [How to define website goals](/v1/docs/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 ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(42).png) ****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* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(43).png) ****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)* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(44).png) ****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. | > [!NOTE] > 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* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(45).png) --- ### 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)* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(46).png) ## Related - [Campaign Metrics](/campaign-metrics.md)