"We looked at a number of competitors in the space, but ultimately chose ThoughtMetric because of its easy-to-understand interface and the support offered during and after implementation."
"With ThoughtMetric, we were able to refine our analytics and provide verifiable proof of the revenue we were driving in a previously underperforming area of the business."
To see the full customer journey, use a multi-touch attribution tool that stitches every touchpoint together across sessions. View the data as a sequence of visits, with the channel for each visit and the order at the end. ThoughtMetric's Customer Journey Paths report visualizes this flow as a left-to-right chart, showing which channels start, assist, and close each path to purchase.
What is the full customer journey, and why is it hard to see?
The full customer journey is the complete sequence of touchpoints a customer has with your brand before they buy. It includes the first ad they saw, every return visit, and the channel that closed the sale.
Most e-commerce purchases involve more than one touchpoint. A shopper might find your brand through a TikTok ad, click a Google ad days later, then convert through an email campaign.
Seeing this full sequence is hard because most analytics tools default to last-click attribution, which credits the entire sale to whichever channel the customer used right before buying. Everything that happened earlier in the journey gets hidden.
Platform-reported data has another problem. Meta and Google each claim full credit for purchases their ads influenced (when in reality they should claim partial credit), so numbers overlap across platforms and the full sequence is still invisible.
How to see the full customer journey
Use a multi-touch attribution tool that tracks customers across sessions, not just within a single visit.
Set a lookback window that matches your typical sales cycle. ThoughtMetric supports 7, 14, 30, 60, and 90 day windows, so you can pick the range that fits your store.
Once your data is connected, view it as a sequence. The goal is to see Visit 1, Visit 2, Visit 3, and so on, with the channel for each visit and the order at the end.
How ThoughtMetric shows the full customer journey
ThoughtMetric's Customer Journey Paths report visualizes the full multi-touch path to purchase. The report is a flow chart with visits running left to right (Visit 1, Visit 2, Visit 3, and so on) until they land in the Order column on the right.
Channels appear as colored blocks at each visit step. Ribbons connect channels between visits, showing how customers move from one touchpoint to the next. The thicker the ribbon, the more customers followed that path.
Filter by channel, product name, and other dimensions to surface specific sequences. For example, filter to a single product to see the channels that lead to its purchase.
Instead of guessing how channels work together, e-commerce brands use ThoughtMetric to see the actual sequence behind every order.
