Customer Journeys
See the exact path each customer took from first ad click to payment — every touchpoint, every channel.
Most customers do not buy on the first visit. They see an ad, browse your site, leave, come back from a Google search, and maybe pay a week later after clicking an email link. The Customer Journeys feature shows you this complete path for every single customer.
Goal selector
Start by choosing which conversion goal you want to analyze. Common goals include:
- payment_received — customers who made a payment (Stripe or MercadoPago)
- lead_created — contacts who became leads in your CRM
- appointment_booked — people who scheduled an appointment
- closed_won — deals that closed successfully
The goal selector shows all conversion types defined for your profile, along with how many conversions occurred in the selected date range.
Customer list
After selecting a goal, you see a list of every customer who completed that conversion. Each row shows:
| Field | What it shows |
|---|---|
| Name & email | The customer's name and email address (if identified) |
| Channel & source | How they first found you (e.g., Paid Social from Instagram) |
| Revenue | The cash amount from this conversion |
| Time to convert | How long it took from their first marketing touch to the conversion |
| Touchpoints | Number of marketing interactions before converting |
| Touch channels | The sequence of channels in their journey (e.g., Paid Social, Direct, Organic Search) |
You can search for specific customers by name or email, and the list paginates automatically as you scroll.
Customer detail timeline
Click on any customer to see their full journey timeline. This shows every single interaction in chronological order:
- Page views — every page they visited, with URL and referrer
- Form fills — when they submitted a form (which triggered identification)
- Bookings — appointment scheduling events
- Payments — Stripe or MercadoPago transactions with amounts
- CRM events — lead status changes, opportunity updates from GoHighLevel
Each event in the timeline shows:
- Timestamp
- Channel and source
- Campaign name (if from a paid ad)
- Device type, browser, and country
- Event-specific details (page URL, payment amount, etc.)
Synthetic touches
Some events are marked as "synthetic" — these represent off-site conversions like Meta lead forms where the customer interacted with your ad without visiting your website. Atribu creates these touchpoints automatically so they can be attributed to the correct campaign.
Why multi-touch journeys matter
Looking at individual customer journeys reveals patterns that aggregate data cannot:
- How many touches does it take? If most customers need 4-5 interactions before paying, you know not to judge a campaign by its first-click performance alone.
- Which channels play which role? Paid Social might introduce customers (first touch), while Email closes the deal (last touch). Both deserve credit.
- Where do people drop off? If customers visit 3 times but never convert, you may need a better offer or retargeting strategy.
- How long is the buying cycle? A 2-day cycle means aggressive retargeting works. A 30-day cycle means nurture sequences are essential.
Users tab
Switch to the Users tab to see all visitors — not just those who converted. This view shows:
- Both identified customers (with names and emails) and anonymous visitors
- Session count, total pageviews, and revenue per visitor
- Last seen timestamp
- The channels they came through
Anonymous visitor names
Visitors who have not identified themselves show up with colorful animal names like "Coral Fox" or "Jade Penguin." The same visitor always gets the same name, so you can track them across sessions even before they provide their email.