Customer Journey and Customer Journey Tracking

What is a Customer Journey?
The Customer Journey or also called User Journey includes the individual steps that a customer goes through before buying a product or service.
The journey can be divided into different steps:

  • Awareness
    It starts with the Awareness Phase, in which the customer becomes aware of a problem. However, in this phase the customer is not yet ready for product information.
  • Consideration
    In this phase the search for information for a solution to the problem begins. At this point, the customer looks at the various options available to solve the problem.
  • Decision
    After the solution approaches have been examined, this phase leads to a decision and the purchase of the product. Now the customer pays attention to whether there are price differences between the products and what is the best option for him.
  • Deployment
    The final phase is about the use of the product. This is where information about the purchase confirmation or the purchase experience is sought. The customer then decides whether to buy the product again or whether to recommend it to others.

Customer Journey Tracking
→ …is the tracking and evaluation of the Customer Journey. The insights can be used to provide potential customers with the right content at the right time.

The tracking serves to find out the touchpoints, i.e. the possible contact points, and thus support the purchase decision. Touchpoints can be, for example, the website, the newsletter or even advertising in social networks.
Problem: There is often already some data on the touchpoints, but these are unstructured and disordered in different systems, so that they have yet to be connected.


  • First, the data must all be collected in one place, and tools such as Google can be used to do this. This way, data from e.g. Facebook and the website can be collected in a central location.
  • Then the conversion target should be defined, which can be either a purchase or a newsletter subscription or a download.
  • Next, all interactions can be collected, both clicks and views. For this, tracking codes must be stored in the respective advertising media.
  • In the next step the different touchpoints can be analysed. For example, if a URL was entered directly, this indicates that the user already had previous touch points with the company.

Once the Customer Journey has been optimally adjusted to the customers, new customers can also be found in this way. Potential new customers can be addressed via campaigns that are tailored to the target group, for example via social media.

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