The Customer Journeys feature analyzes your customer's most common paths, and displays the aggregated customer journeys in a Sankey diagram.
- Visualize and measure the performance of step-by-step customer journeys
- Prioritize your product roadmap by identifying and eliminating points of friction
- Take a closer look at your customer paths by analyzing your Journey as a Cohort or Funnel query
To access our Journeys tool, select Analyze in the navigation bar at the top of your browser, and then select Journeys.
To begin a Journeys query, select your single starting event. The first event of a Journey is always required; a user must complete this event to enter the Journeys pathway. To gain a holistic view of your product, you'll typically want to select the event that represents your customer's first interaction with your product, such as a "Start Session" or "Splash Screen View" event.
Once you have selected your starting event, the Journeys query is ready to run. The unit of measurement in Journeys is always the amount of Users who Performed.
In the query builder, you can filter an event to include or exclude users who meet certain criteria; for example if they have specific event property. To create a filter, you may only use event properties There is no limit to the number of filters you can apply to a single query row.
In addition to is equal to, you may filter in the following ways:
- Is not equal to
- Does not contain
- Is defined
- Is not defined
All Journeys queries may be customized further using the query menu. Moving left to right...
In the date range dropdown, Enterprise customers may select from Indicative's 3 default date ranges: Last 1 Day, Last 7 Days, and Last 30 Days. Pro customers are limited to Last 7 Day Journeys queries.
You may also customize your date range. Select the +Add Custom Date Range button, and input the amount of days you want your Journeys query to look back. Please note that Journeys queries are restricted to a 30 day look back.
Use the Repeat Events component to merge sequentially repeated events into one single event. For example, if you track a Page View event that fires with each page view on your website, your most common Journey is likely to be Page View to Page View to Page View to... you guessed it! Page View!
If you track meta-events such as the example above, you'll want to Collapse your repeated events into one single event.
If you don't track meta-events such as the example above, you're fine to leave your Repeated Events as Expanded.
Events with Breakouts
This menu bar item will display any events that are broken out by an event property. Here, you may delete any such events. To break out events by an event property, see the Event Menu section below.
This menu bar item will display any events that have been excluded from the visualization. Here, you may delete the excluded event to have it appear in the visualization again. To exclude events, see the Event Menu section below.
On the right of the query menu, we have two additional options: Percentage Threshold and Number of Steps. Both of these settings impact the height and depth of your Journeys visualization.
The percentage threshold governs the height of your visualization. Each Journey label contains a percentage number. This percentage is the percentage of your total users who arrive at the selected event, at the selected step. In the Percentage Threshold menu item, you may select your percentage threshold. A lower percentage threshold means more possible Journeys. A maximum of 10 Journeys can be displayed in each step.
Please note that query time may increase as you lower the percentage threshold.
Number of Steps
The number of steps governs the depth of your visualization. By default, Journeys go 5 steps deep. You may select a Journey depth of up to 15 steps.
Please note that query time may increase as you add more and more steps.
Your aggregated Customer Journeys will be displayed in the visualization area, just below the Query Menu. Your Journeys chart contains a number of components.
Each event in your Journeys chart contains a label. This label displays the number of users in this particular event at this particular step, along with the percentage of users in this particular event out of users at this particular step.
To see the number of users coming from one event to the other, hover over the path linking the two events.
This is an aggregation of the users for which the event in the prior step is the last observable event.
This is an aggregation of the users who do not meet the percentage threshold selection in the query menu.
To access additional customization options, click on an event in your Journeys visualization, and open up the Event Menu.
Analyze as Funnel/Cohort
In order to interlope your customer path from the Journeys tool, and analyze it as a Funnel or Cohort query, select the Analyze as Funnel/Cohort menu item. Then, you'll be prompted to select an event in each previous step until you reach a singular customer journey. As you click on events going backwards, notice that your customer journeys will start to slim into a singular Journey. When you reach the starting event, your customer journey will load into the Funnel tool, or the Cohort tool, depending on your selection.
In order to exclude an event from your Journeys query, select the Exclude Event menu item. Any excluded events will not be displayed in the chart - they will be treated as if they did not happen. To re-include an event, click on the Excluded Events menu bar item.
Let's say you currently track a Page View event, with a Page Title property. You're most likely going to care about Page View & Page Title combinations, rather than just the Page View event. In order to display event+property combinations in your Journeys visualization, click on the event in which to break out, and select the Breakout Event menu item. Then, select a property to breakout by. To undo this, click on the Events with Breakouts menu item.