The Customer Journey section in Audience Insights visualizes how customers progress from discovering your brand to completing a purchase — and where they drop off along the way. By analyzing this data, you can identify bottlenecks, improve conversion rates, and build more effective marketing strategies.
1. Customer Flow (Sankey Diagram)
Definition: A visual representation of customer paths across multiple stages, showing where they interact with channels, take actions, or drop off.
Key features in the Sankey Diagram:
Stage number:
Stage 1 (Entry Points): Channels that bring customers to your website (e.g., Meta Ads, Google Ads, Email).
Stage 2 (Engagement): Actions of customer have engaged with before making a purchase or drop off.
Stage 3 - onwards (Conversion or Drop-off): Tracks whether customers complete a purchase or abandon the funnel.
Metrics for Each Stage:
Visitors: The number of users who entered the stage.
Purchase: The number of users who completed a purchase.
Drop-offs: The percentage of users who abandoned the journey at this stage.
Average Time on Stage: Measures how long users typically spend on each stage.
💡 Use cases:
Identify high-performing channels and optimize budgets for those.
Pinpoint the most common drop-off points and address friction areas.
Identify channels that drive engagement but fail to convert — these may benefit from stronger retargeting or improved checkout design.
Identify stages with high drop-off rates and investigate potential issues like confusing navigation, unexpected costs, or weak CTAs.
Use the Average Time in Stage metric to identify hesitation points where users need additional motivation to move forward.
❗ Notes:
For Sankey Diagram visualization, only the top 10 customer journeys with the most visitors are shown.
Drop-offs are excluded from the average time in every stage.
2. Customer Path to Purchase Table
The Path to Purchase table provides detailed metrics for each channel and journey combination.
Metrics in Path to Purchase Table:
Visitors: Number of users who entered this path.
% of Visitors: Percentage of total site traffic that followed this path.
Conversions: Total number of completed purchases within that path.
Conversion Rate: Percentage of users on that path who completed a purchase.
Sales: Revenue generated from that path.
AOV (Average Order Value): The average spend per customer on that path.
Return Rate: The percentage of customers who returned to make additional purchases.
💡 Use cases:
Identify which channels and journey paths generate the highest conversion rates.
Prioritize winning paths for increased investment in ads, promotions, or discounts.
Pinpoint paths with low conversion rates but high visitor volume — these require optimization.
3. How to switch Customer Journey between Flow View vs Path View?
In order to access Path view, you need to switch the view using the filter on the top right.