What is the Customer Journeys dashboard?
The Customer Journeys dashboard shows how your customers move from the first touchpoint to the purchase: how many touchpoints they need, how long they take and which channels start, carry and close a journey. You find it under Customer Journeys in the left menu.
In this article
Overview
The three cards at the top summarize all journeys that ended with a purchase in the selected date range.
Avg. touchpoints to purchase: the average number of touchpoints a customer had before the purchase. A higher number means a longer consideration phase or more channels per journey.
Avg. time to convert: the average time from the first recorded touchpoint to the purchase.
Days to convert: the share of orders per conversion window, from the same day (1D) to more than 60 days.
[IMAGE: cj-overview.png]
How the time values are calculated: How is the time between touchpoints calculated?
Initiator, Holder and Closer
The table below the overview shows the role each channel plays in your journeys, next to its ad spend:
Initiator: the channel was the first touchpoint of a journey.
Holder: the channel was a touchpoint between the first and the last one.
Closer: the channel was the last touchpoint before the purchase.
Each cell shows the share and, in brackets, the count. Every column adds up to 100 %. How the values are calculated: How are Initiator, Holder and Closer calculated?
[IMAGE: cj-ihc.png]
đĄ Tip: Look at this table with the segment New Customers. It then shows which channels start and close the journeys of first-time customers, which is what you need to judge your acquisition channels.
Conversion Paths
Every row of the Conversion Paths table is one sequence of channels that led to purchases. The grey label between two channels is the average time between these two touchpoints.
Column | What it shows |
Paths | The sequence of channels, from the first touchpoint to the purchase. A journey contains up to 100 touchpoints. |
Orders | The number of orders with this path |
Revenue | The revenue of these orders |
Average Order Value | Revenue divided by orders |
Avg. Time to Conversion | The average time from the first touchpoint of the path to the purchase |
Number of Customers | How many different customers took this path |
[IMAGE: cj-paths.png]
Click a column header to sort, for example by revenue or orders.
Click Filter to show only paths that contain a channel, or paths with a minimum number of orders.
Choose the rows per page at the bottom of the table.
New and returning customers
The customer dropdown at the top left switches the whole dashboard between All Customers, New Customers and Returning Customers. Returning customers often need longer: their journey starts with a newsletter or a retargeting ad, and they purchase when they need the product again or a discount runs. How Tracify separates the segments: What is customer segmentation?
Export
Both tables have a download icon at the top right that exports the table as a CSV file with the current filters and date range.
Common questions
Which orders are included?
All orders with a purchase date in the selected date range. The journey of an order can start before the date range, the dashboard still counts all of its touchpoints.
Does the preset change the numbers?
The preset at the top of the dashboard decides which touchpoints belong to a journey, for example only paid channels or all channels. Switch the preset to see the journeys through paid media only: Understanding Presets in Tracify
Why does a path show the same channel twice?
The customer had two sessions from that channel with another touchpoint in between, for example Meta, Email, Meta. Two sessions from the same channel in a row are shown as one touchpoint.