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Understanding how your customers interact with your brand before they buy is one of the most practical ways to improve your marketing strategy. One key metric that provides this insight is the average number of touchpoints per order.
In ThoughtMetric, a touchpoint is defined as any click a user makes before converting. That includes ad clicks, email clicks, social media clicks, and any other interaction that brings someone to your site. This data gives you a clear view into the path a customer takes before they decide to buy.
Why Tracking Touchpoints Is Important
When you know how many clicks it typically takes for someone to make a purchase, you gain a much clearer picture of your customer journey.
This data helps answer questions like:
- Are customers converting after just one or two clicks, or do they need more touchpoints before making a decision?
- How effective are your top-of-funnel and middle-of-funnel efforts?
- Are you optimizing for the right parts of the journey?
For example, if your average is just 1 to 2 touchpoints, that means most customers are converting quickly. In many cases, they are making a purchase after the first ad or visit. This suggests that your funnel is efficient and that your messaging is resonating early in the journey.
If your average is 4 to 6 or more, it indicates that customers need more nurturing before they are ready to buy. In this case, retargeting campaigns, email flows, and repeated brand exposure play a more critical role in driving conversions.
Knowing where you fall helps you decide where to focus your efforts, whether that is attracting attention at the top of the funnel or reinforcing your message through mid-funnel engagement.
Knowing your average touchpoints per order helps you build campaigns that align with how people make decisions.
How to Find Touchpoints in ThoughtMetric
Finding your average number of touchpoints is very easy to do in ThoughtMetric.
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Log into ThoughtMetric.
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Navigate to the Customer Journey Report.
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View the “Average Touchpoints per Order” metric.
This gives you the average number of clicks it takes for a customer to complete a purchase.
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Use the date range filter to analyze trends over time.
You can look at recent orders or compare different periods to see how customer behavior is changing.
In just a few clicks, you can apply those insights to campaign planning, budget allocation, or creative strategy.
Touchpoints Are Just the Beginning
While touchpoints are important, they are only one of the MANY useful metrics available in ThoughtMetric.
You don’t need a data science team. You don’t need to rely on assumptions. With the right metrics available and easy to access, you can better understand what is working, where customers are dropping off, and how to adjust your strategy accordingly.
Final Thoughts
Touchpoint data helps you move from guessing to knowing. It gives you visibility into the real path customers take, and it supports better marketing decisions across your entire funnel.
If you are not already looking at your average touchpoints per order, this is a great place to start. And if you want a fast and simple way to find that information, ThoughtMetric makes it easy.
Frequently Asked Questions
What is a touchpoint in ThoughtMetric?
In ThoughtMetric, a touchpoint is defined as any click a customer makes before completing a purchase. This includes clicks from ads, emails, social media, search results, and other sources.
Why is tracking touchpoints important?
Tracking touchpoints helps you understand how many interactions it typically takes for a customer to convert. This insight can inform your campaign strategy, identify where customers need more engagement, and help you allocate budget more effectively.
Tracking touchpoints helps you understand how many interactions it typically takes for a customer to convert. This insight can inform your campaign strategy, identify where customers need more engagement, and help you allocate budget more effectively.
What does a low number of touchpoints mean?
If your average is 1 to 2 touchpoints, it usually means customers are converting quickly. They are likely making decisions after seeing one or two messages, which suggests that your funnel is efficient.
If your average is 1 to 2 touchpoints, it usually means customers are converting quickly. They are likely making decisions after seeing one or two messages, which suggests that your funnel is efficient.
What does a high number of touchpoints mean?
If your average is 4 to 6 or more, customers need more engagement before they purchase. This often means that retargeting campaigns, email flows, and repeated brand exposure are playing a key role in moving them through the funnel.
If your average is 4 to 6 or more, customers need more engagement before they purchase. This often means that retargeting campaigns, email flows, and repeated brand exposure are playing a key role in moving them through the funnel.
How do I find touchpoints in ThoughtMetric?
Go to the Customer Journey Report inside your ThoughtMetric dashboard. There, you will see the average number of touchpoints per order, and you can filter by date range to analyze trends over time.
Go to the Customer Journey Report inside your ThoughtMetric dashboard. There, you will see the average number of touchpoints per order, and you can filter by date range to analyze trends over time.
