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Customer Journey Analytics: A Complete Guide



Organizations are challenged 😩 with the ability to capture customer interactions across various interfaces, thus missing out on potential sales and satisfying customers. 

Without a clear view 👀 of the customer journey, companies face frustrated 😞 customers, inconsistent service, and lost sales, damaging their reputation and growth potential 📉.

In this case, customer journey analytics fills the gap between disconnected customer-firm interactions and makes them more coherent and useful.

Customer journey analytics provides a cohesive understanding 🤔 by analyzing data from all touchpoints. It enables businesses to optimize experiences, boost satisfaction, and increase loyalty. 

In this blog, we will learn 📚 about customer journey analytics, its benefits, how to use it, and how it is different from customer journey mapping.

Let’s dive in.


  • Customer journey analytics is about understanding how customers interact with a company across different stages, from browsing a website to visiting a store.
  • Customer journey analytics helps to enhance customer understanding, improve retention rates and personalized experiences, and optimize marketing efforts to increase efficiency.
  • Journey reports, attribution reports, cohort reports, and retention reports are examples of customer journey analytics.
  • Userpilot, Hotjar, and Google Analytics are some of the best customer journey analytics tools.

What is customer journey analytics?

Customer journey analytics is defined as the activity that involves measuring and analyzing customer interactions with an organization at different stages of engagement with its products or services.

What is customer journey analytics

Customer journey analysis is becoming strategic for businesses since it helps them understand their customers’ habits and increase their satisfaction and loyalty, which leads to increased maintenance rates.

This approach comprises gathering and analyzing data from multiple customer contact points, such as websites, mobile applications, social media pages, customer support, and store visits.

Customer journey analytics enables a company to figure out where it can optimize the experience for the customer as well as where to tailor the value proposition most effectively to increase revenues.

Customer journey analytics Vs customer journey mapping

Customer Journey Analytics and Customer Journey Mapping are two related modes of analyzing customer experiences. Customer Journey Analytics means monitoring customer data in real time based on their interactions and the definition of patterns for maximum customer satisfaction.

On the other hand, Customer Journey Mapping is a model that outlines the journey a customer takes in their interaction with a particular business and can help a company find areas of friction. Analytics makes recommendations for changes that can occur immediately, while mapping shows where optimizations should occur on a larger scale.

For example, a bank or financial company may find from journey analytics that most clients give up while applying for a loan on a website. The firm may then utilize journey mapping to change the flow of the loan application so that clients can easily complete it.

🧐Want to know more about the customer journey? Read this: The Complete Guide To Customer Journey Optimization

Benefits of customer journey analytics

The customer journey analysis approach gives a systematic representation of how customers engage with a brand. This detailed knowledge enables firms to improve their plans and the quality of customers’ experiences. Here are some benefits of using customer journey analytics:

  • Enhanced Customer Understanding: Customer journey analysis offers a comprehensive understanding of how customers engage with brands across numerous engagements. This helps to understand client needs and challenges, which is beneficial in developing better products and services that customers will find helpful.
  • Personalized Experiences: Analyzing customer information allows organizations to develop marketing strategies that appeal to a particular customer, improving their level of satisfaction. Direct communication helps to establish better relationships between the customer and the company.
  • Increased Efficiency: Customer journey analytics makes businesses easy to run since customer behaviors and trends are made clear to the company. This way, companies can streamline processes, eliminate extra steps, and better distribute resources.
  • Increased Efficiency: Optimizing the work within the stream of a customer journey channel smooths interactions and enhances service delivery. It results in the availability of quick responses to problems and the utilization of resources, leading to increased operational efficiency.
  • Improved Retention Rates: Customer journey analytics also enables one to identify phases that may show signs of churn so that particular measures can be taken to address the situation. Evaluating the causes of customer churn leads to the formulation of effective customer retention measures.
  • Optimized Marketing Efforts: Analytics refine the concept of the optimal number and types of contacts and the best messages to convey to the target market. This, in turn, leads to increased conversion rates and better management of marketing expenditures.

🧠Also read: What is Digital Customer Experience Analytics? A Complete Guide

How to use customer journey analytics

The customer journey analytics procedure entails the following steps to effectively collect, assess, and act on data to enhance customers’ experiences. Here’s a guide on how to use customer journey analytics: 

1. Define goals and objectives

Start by defining what you expect to get using customer journey analytics. Examples of shared goals could be increasing the level of customer satisfaction, enhancing the rates of conversion, decreasing rates of customer attrition, or reinforcing the aspect of customer care.

For specific goals, set realistic key performance indicators to assist in tracking progress with regard to these goals. Goals and objectives provide direction, meaning, and context to your analytics initiatives, keeping them on course with the rest of your company’s agenda.

2. Map the customer journey

List all contact points encompassing all those areas that can and do come into contact with your customers. Create many maps of each customer process and break it down into general steps, from the awareness to the post-purchase process.

Map the customer journey

These maps should show moments and transitions between different customer journey stages. Seeing the full picture of the process can help you evaluate possible enhancements and weak links in the flow.

3. Collect and integrate data

Gather insights from every touch point through web analytics, customer relationship management systems, marketing automation tools, and customer feedback forms. This data, which should be accurate and of high quality, should be integrated to provide an omnichannel view of the customer journey.

Data integration can include the process of integrating data in structured and unstructured forms from different sources. This information accumulation is all-inclusive to support the most precise and worthwhile data.

4. Analyze the data

Divide customers into subgroups by their actions, age, gender, or other suitable category to work with more distinctive and valuable data. Employ methods like statistical methods, machine learning, or predictive models to perform a data mining analysis of data to look for tendencies, patterns, or outliers.

Concentrate on identifying the key issues and areas of the customer journey that must be improved and could be optimized. Analytical work enables the identification of the causes of problems and the identification of possibilities for enhancements.

6. Visualize insights

Use dashboards and reports to put insights into a form that can be easily understood by stakeholders. Integrate performance measures and analytics into journey maps across the touchpoints to enrich the visuals and analyses.

Visualize insights

Visualizations improve the speed of conveying information and analysis to clients, thus enhancing decision-making. These visualization tools help to easily highlight trends, issues, and opportunities in the Customer Journey Map.

7. Take action

Use the findings of your analysis to make suitable recommendations for improvements across each interaction point of the targeted consumers. Over the years, it will be useful to introduce changes such as enhancing the website’s usability, addressing customers individually, improving the support system, or optimizing checkouts.

This demonstration of the changes needs to be measured using experimental methods such as A/B testing. Always update and optimize each strategy at different stages with user feedback and new data.

8. Monitor and Refine

When new trends are observed in customers’ attitudes and behavior, the analysis of their interactions and journeys is adjusted accordingly. It is recommended to set up a daily/weekly feedback procedure that allows you to pinpoint a new trend or problem immediately. Customer feedback and changes in the external environment indicate that frequent changes in strategies and tactics are required.

It allows your strategy to stay constantly up-to-date and reliable and effectively create a positive image for customers.

🤔You might find this interesting: Customer Lifecycle Management: What You Need To Know?

Customer journey analytics examples 

It will focus on explaining how these customer journey analytics reports assist companies in creating better customers and, in turn, improving marketing methods and promoting sustainable business improvement.

Examples of customer journey analytics are as follows:

Journey Reports

Customer journey analysis covers different reports to understand customer actions and engagements with a firm. Journey reports are basic in the sense that they form the foundation for understanding the complete customer journey to thank you or goodbye points. These reports focus on touching points and phases of the customer interaction cycle that a business person can use to know whether customers engage or disengage.

Attribution Reports

These reports mainly revolve around identifying the efficiency of various marketing channels and campaigns in driving conversions. When conversions are assigned to a point of contact or marketing campaign, it becomes easier for the business to allocate resources accurately and improve its marketing strategy.

Cohort Reports

Cohort reports categorize customers in the same group based on their characteristics regarding the purchased item or usage patterns, such as first-time buyers, repeat buyers, or customers who engage with certain promotions. These reports assist companies in different ways, one of which is the ability to determine the pattern of a certain segment of customers in order to market this segment.

Retention Reports

Customer retention reports include data on the customers’ loyalty and churn rates. Using the data on relevant and non-relevant factors that play a role in customer’s decision to stay or leave, one can identify ways to customer satisfaction and loyalty promotion. Such reports may contain customer value metrics, that is, average customer lifespan, repurchase rates, and defection causes.

3 Best Customer Journey Analytics Tools

Here are the best customer journey analytics tools.

1. Userpilot

Userpilot is one of the top customer journey analytics software that improves the customer journey, particularly for SaaS businesses. Userpilot allows enterprises to enhance customer satisfaction and brand loyalty by offering specific feedback on how its clients’ software applications are used.


This capability can create in-app experiences without writing a line of code. At the same time, it is possible to design walkthroughs, tooltips, and surveys that are specific to user behavior. Using machine-learning algorithms, Userpilot enables organizations to monitor users’ actions in real time, filter users by their behavior, and optimize the onboarding process.

In particular, this software will prove valuable for product teams working to improve user engagement and satisfaction.

2. Hotjar

Hotjar is a strong customer journey analytics software that comprises tools to assist with analyzing consumers’ actions and enhancing websites. Heatmaps, session recordings, surveys, and feedback polls give Hotjar’s users detailed insights into their website experience.


This knowledge assists organizational entities in realizing where the user stands, where there is a problematic situation in the marketplace or areas where the entity can redesign and enhance the customers’ experience. Heat maps at Hotjar show where the user clicks, how far they scroll, and how much time they spend at different locations; session recording lets you display the particular user’s journey.

Additionally, the feedback system that is used in the platform allows for the collection of data that is needed to know users’ requirements and preferences directly. Hotjar is suitable for businesses that seek to improve their website user experience and CX.

3. Google Analytics 

Google Analytics is the most popular analytical tool for customer journeys on the web and offers very detailed information on web traffic. This processing allows businesses to track and monitor customer experiences across different touchpoints to capture the book, repeat, and lost customer journey simultaneously.

Google Analytics has quality reporting and data visualization methods that help businesspeople reveal users’ demographic and behavioral details about traffic flow and conversion funnel. Integrations with other Google utilities, including Google Ads and Google Search Console, improve the platform’s analytical functions. Specifically, Google Analytics can be useful, especially for businesses operating in the realm of data.

✨Are you curious about customer experience platforms? Take a look at this: Best Customer Experience Platforms to Watch This Year


Customer journey analytics is very important in helping organizations optimize their customer experience at different interaction points. By collecting and processing information from various sources, businesses can learn about consumer patterns and adapt the customer journey to their preferences while also increasing organizational effectiveness.

Differentiating between customer journey analytics and journey mapping is vital, as analytics focuses on real-time data monitoring and immediate recommendations, while mapping identifies broader optimization opportunities.

Tools like Userpilot, Hotjar, and Google Analytics empower companies to create detailed journey reports, optimize marketing efforts, and improve customer retention. By fostering a data-driven culture and continuously monitoring and refining strategies, businesses can ensure an exceptional customer experience, leading to higher satisfaction and loyalty.


What types of data does customer journey analytics use?

The types of data that customer journey analytics uses are web and mobile analytics, customer feedback, sales and CRM data, support and service interactions, and marketing campaign performance.

How do you use customer journey analytics?

Follow these steps to use customer journey analytics:

  1. Map the customer journey: State the main customer touchpoints, tasks, and points of success for each user type.
  2. Aggregate data: Gather specific information from website traffic and its performance, customer feedback, sales, and support sessions.
  3. Analyze the data: Track variables such as conversion rates, perform attributions, map customer journeys, and analyze consumers’ behaviors.
  4. Act on insights: Use the analysis to optimize the customer journey and address friction points to improve satisfaction, reduce churn, and increase lifetime value.
  5. Leverage analytics tools: Utilize platforms that can efficiently connect and derive insights from diverse data sources.

How can I analyze the customer journey using Google Analytics?

These are the steps to analyze the customer journey using Google Analytics:

  1. Set Up Goals: Track awareness, engagement, and completion stages of the customer journey.
  2. Evaluate by Traffic Source: Use the Source/Medium report to see how different channels perform at each stage.
  3. Visualize User Flows: Analyze the Behavior Flow report to identify drop-off points.
  4. Create Conversion Funnels: Track step-by-step user actions to optimize the conversion process.
  5. Build Custom Reports: Tailor dashboards to focus on key customer journey metrics.
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Dinesh Silwal

Dinesh Silwal is the Co-Founder and Co-CEO of KrispCall. For the past few years, he has been advancing and innovating in the cloud telephony industry, using AI to enhance and improve telephony solutions, and driving KrispCall to the forefront of the field.

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