Customer Journey type

You can access the “Customer journey type” report by clicking the “Attribution” > “Customer journey type” tab:

This report shows you the types of customer journey that generate the most conversions on your site. There are three types of customer journey:

• “Natural”: all the conversions made with customer journeys comprising only natural touchpoints.

• “Paid”: all the conversions made with customer journeys comprising only paid touchpoints.

• “Mixed”: all the conversions made with customer journeys comprising both natural and paid touchpoints.

This report is divided into three parts:

1) – Two key metrics in the report header:

• “Top customer journey type in terms of turnover”: the type of customer journey generating the most revenue overall (1).

• “Best touchpoint number”: length and type of customer journey generating the most conversions on the site (example of an interpretation of the metric: most conversions were generated with customer journeys containing only one paid touchpoint) (2).

2) – A Graph part showing the performance of the different types of customer journey.

By default the graphs show the following metrics:

• “Conversion”: number of conversions by type of customer journey

• “Average basket”: average basket by type of customer journey

• “Turnover”: turnover by type of customer journey

You can click the “Metrics” (1) dropdown menu to display two other metrics:

• “Conversion share”: conversions share by type of customer journey

• “Turnover share”: turnover share by type of customer journey

3) – A Table part presenting detailed figures for each type of customer journey, “Full Natural“, “Full Paid” and “Mixed“.

By default the tables show the following metrics:

• “Touchpoint number“: length of customer journey (= number of touchpoints on the customer journey)

• “Conversion“: number of conversions by type of customer journey

• “Average basket“: average basket by type of customer journey

• “Turnover“: turnover by type of customer journey

You can click the “Metrics” (1) dropdown menu to display two other metrics:

• “Conversion share“: conversions share by type of customer journey

How to generate the “Customer journey type” report?

The “Customer journey type” report helps you understand the composition of your customer journeys, and the breakdown of conversions between customer journeys containing only paid channels, only natural channels or paid + natural channels.

In the following example, we see that most conversions are made with customer journeys containing only paid touchpoints (1).

This means that your natural channels alone do not generate enough conversions on your site, so you are highly reliant on the performance of your paid campaigns.

On that basis, you can take several courses of action: improve the search engine optimization of your site, raise the profile of your brand to acquire a reputation with your potential buyers (through offline campaigns like television or poster campaigns for instance), or even invest more in your paid campaigns to generate yet more paid traffic on your site. This configuration also means that if you cut your paid campaign budgets, conversions on your site may well suffer.

Conversely, in the following example we see that not just the majority of conversions are made through customer journeys only comprising natural touchpoints (1), but also that the average spend generated by natural customer journeys is much higher than that generated by paid customer journeys (2).

This configuration shows that this brand enjoys an excellent natural share of mind, which means that many conversions are generated only through natural touchpoints. However, the reports also show that paid campaigns are not very effective, as they generate little traffic and very small average spends. In this case, several courses of action are open to you: more investment in paid channels, tests with new paid partners (because the current ones are not effective enough), or even enhanced advertising messages to generate more interest in the products and a bigger average spend.