Getting started
Make sure you are logged in to the admin UI and click on ‘analytics’ In the user interface, go to Insights -> Analytics -> Customer Journey Patterns in the main navigation menu. Proceed to click on ‘customer journey patterns’ in the sub-navigation.
What does this report show you?
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First you will find the number of conversions for the data source in the time range you selected. Next to it, between brackets, you will find the percentage. Obviously, in the total row, the percentage will always be 100%. In a pattern row, the figure represents the percentage of conversion for a specific pattern related to the total number of conversions. Under ‘accumulated’, you will find the conversion percentage of every pattern accumulated. Using these figures, you will be able to define what patterns are responsible for, say, 50% or 80% of your conversions.
Next to the conversions, you will find the order value for the data source in the time range you selected. Next to it, between brackets again, you will find the percentage. The total row always gives you 100%, the pattern row the percentage of the total order value for a specific pattern. As with the conversions, the percentages are accumulated in the next column. Please note that if you want to see what patterns are responsible for, say, 50% or 80% of your order value, you need to order the patterns by this column, using the arrows next to the word ‘order value’ at the top of the column.
In the third section, you will find figures related to touch points for a specific pattern. The first figure in this section represents the average number of touch points Let’s use an example: say the number you see here is 6.2 and the pattern it relates to contains the channels organic search and affiliate networks. This means that when conversions are generated via a combination of the organic search channel and via ad spaces related to affiliate networks, customers tend to click or view ad media 6.2 times on average. The figures between brackets next to it relate to the touch point range: the first figure represents the smallest number of touch points in the pattern and the second the largest number. Please note you can’t order the customer journey patterns by touch points.
In the fourth and final section, you will find the on-page activity for a specific pattern. The first figure in this section represents the average on-page activity, measured via the on-page codetag. Let’s use another example: say the number you see here is 5.4. This means before a conversion was generated via the pattern, the customer saw 5.4 other pages on the advertiser’s website, on average. The figures between brackets next to it represent the range of the on page activity: the first figure represents the smalles number of on-page activities and the second number the biggest number of on-page activities for the pattern. Please note you can’t order the customer journey patterns by on-page activity.