Touchpoints number

The “Touchpoint number” report can be accessed by clicking the “Attribution” > “Touchpoint number” tab:

This report shows you the extension of customer journeys (i.e. the number of touchpoints in the customer journey) that generate the most conversions on your site. You can see the performance of customer journeys from “1” touchpoint to “10 and more”.

This report is divided into three parts:

1) – Four key metrics in the report header:

• “Best touchpoint number: conversion“: length of the customer journey generating the most conversions on the site.

• “Best touchpoint number: average basket“: length of the customer journey generating the best average spend.

• “Best touchpoint number: turnover“: length of the customer journey generating the highest turnover on the site.

• “Worst touchpoint number: turnover“: length of the customer journey generating the fewest conversions on the site.

2) – A Graph part showing the performance of different lengths of customer journeys.

By default the graphs show the following metrics:

• “Conversions“: number of conversions according to customer journey length

• “Average basket“: average basket according to customer journey length

• “Turnover“: turnover according to customer journey length

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

• “Conversion share“: conversion share according to customer journey length

• “Turnover share“: turnover share according to customer journey length

Click the “All Channels” (2) dropdown menu to see the same analysis but focusing on the performance of a particular channel. If for instance you select the “Affiliation” channel, you can see whether your customer journeys containing an “affiliation” touchpoint convert swiftly (with only 1 touchpoint) or slowly.

3) – A Table part presenting the detailed figures for each extension of customer journey.

By default the tables show the following metrics:

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

• “Conversions“: number of conversions according to customer journey length.

• “Average basket“: average basket according to customer journey length.

• “Turnover“: turnover according to customer journey length.

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

• “Conversion share“: conversion share according to customer journey length.

• “Turnover share“: turnover share according to customer journey length.

Note: the figures in the tables are sorted in order of performance. In the “TOP 5” table you find the 5 lengths of customer journey that generated the highest turnover (2). In the “Bottom 5” table you find the 5 lengths of customer journey that generated the lowest turnover (3).

Click the “All Channels” (4) dropdown menu to see the same analysis but focusing on the performance of a particular channel.

How to interpret the “Touchpoint number” report?

The “Touchpoint number” report can help you understand whether your users convert on your site with customer journeys containing a large or small amount of touchpoints.

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

This means that your customers convert very quickly on your site. These figures are fairly positive, and when compared with an analysis of the “Customer journey type” report, they help you understand whether it is your campaigns (paid levers) that work well or rather your natural levers.

On the other hand, if the majority of your conversions contained more than 10 touchpoints, this would mean that your customers do not immediately convert on your site.

If your company markets products or services that impose restrictions (travel services for instance), this type of customer journey is fairly common because your users generally need time to think before converting.

But, if your products do not require much time to think before purchase (for instance clothes, shoes), a customer journey like this one may be indicative of campaigns that are not effective enough or a there is a poor presentation of your products on your site.