The Journeys section helps you understand how users move through conversion journeys. This article breaks down how each key metric in the Journeys dashboard is defined and calculated.
Journeys
Definition: user paths that lead to conversions. Focuses on conversion journeys.
Types: Page Journeys, Tag Journeys
Notes: If a user has multiple conversions, Journeys splits their path into separate pieces—one for each conversion event, starting from the user’s first page view.
Page Journeys
Definition: how individual pages contribute to conversions over time across full user journeys, not just single sessions.
Notes: You can use this view to understand which pages appear most often on converting paths, and what kind of touchpoint they represent (e.g., first, middle, last).
Tag Journeys
Definition: how groups of tagged pages contribute to conversions across full user journeys, not just individual sessions.
Notes: Use Tag Journeys to understand which topics, campaigns, or content types move users toward conversion most effectively.
Page Journeys & Tag Journeys – Key Insights
Total Conversions (with & without Actions)
Definition: the total number of times a defined conversion event was triggered. If the journey contains a high value action, then it is counted as a conversion with an action.
Calculation: Total Conversions Across All Journeys
Example: 3,377
Question it answers: "How many conversions occurred in this time frame?”
Total Pathways
Definition: the total number of conversion pathways that occurred.
Calculation: Total Number of Pathways
Example: 1,079
Question it answers: "How many pathways led to X conversions in this time frame?”
Average Page Touches
Definition: the average number of pages a user views before a conversion.
Calculation: Average Number of Journey Steps Across All Journeys
Example: 12
Question it answers: "How many pages does a visitor view before completing a conversion?”
Notes: A page view is a single load or view of a specific webpage.
Average Tag Touches
Definition: the average number of tags a user views before a conversion.
Calculation: Average Number of Journey Steps Across All Journeys
Example: 2
Question it answers: "How many tags (groups of pages) does a visitor view before completing a conversion?”
Average Time to Convert
Definition: the average amount of time it takes a visitor to convert.
Calculation: Average Time to Convert Across All Conversions
Example: 12d 4h 52m
Question it answers: "On average, how long does it take a visitor to convert?”
Median Time to Convert
Definition: The median time it took visitors to convert (across all Conversion Journeys) where the conversion event occurred in the selected date range.
Calculation: Average Time to Convert Across All Conversions
Example: 12d 4h 52m
Question it answers: "On average, how long does it take a visitor to convert?”
Average Sessions
Definition: the average number of user sessions before they convert.
Calculation: Average Number of Sessions Across All Conversions
Example: 9
Question it answers: "On average, how many sessions does it take for a visitor to convert?”
Notes: A session represents a single visit to a website. For example, a user could have 1 session where they view 5 pages.
Page / Tag Influence:
Title
Definition: the name & URL of the page or tag.
Example: Product Page
Question it answers: "How are individual pages influencing conversions and pathways?”
% of Pathways
Definition: the percentage of conversion pathways that a specific page or tag appears in.
Calculation: [Count of Unique Pathways for Tag/Page] / [Count of All Unique Pathways]
Example: 72%
Question it answers: "How often is this page involved in conversion pathways?”
Conversions
Definition: the total number of conversions that resulted from users visiting this page/tag in their journey.
Calculation: Count of Unique Conversions Across All Journeys For the Tag/Page
Example: 3,377
Question it answers: "How many conversions resulted from users visiting this page during their journey?”
First Touch Conversions
Definition: Count of unique conversions where the page/tag was their first touch and it is not a single touch conversion.
Calculation: Count of Unique Conversions WHERE (Journey Step Number = 1) AND (Not Single Touch Conversion)
Example: 130
Question it answers: "How many times was this page/tag the first touch for a visitor before they converted?”
Mid Touch Conversions
Definition: Count of unique conversions where the page/tag was not their first or last touch and is not a single touch conversion.
Calculation: Count of Unique Conversions WHERE (Journey Step Number > 1 AND Journey Step Number < Maximum Journey Step Number) AND (Not Single Touch Conversion)
Example: 240
Question it answers: "How many times was this page/tag a middle touch for a visitor before they converted?”
Last Touch Conversions
Definition: Count of unique conversions where the page/tag was their last touch and it is not a single touch conversion.
Calculation: Count of Unique Conversions WHERE (Journey Step Number = Max Journey Steps) AND (Not Single Touch Conversion)
Example: 110
Question it answers: "How many times was this page/tag the last touch for a visitor before they converted?”
Converting Touches
Definition: Count of conversions where the page/tag was where the conversion occurred.
Calculation: Count of Unique Conversions WHERE [page/tag id] = [conversion page/tag id]
Example: 500
Question it answers: "How many times was this page/tag where the conversion occurred?”
Single Touch Conversions
Definition: Count of unique conversions where the page/tag was their only touch.
Calculation: Count of Unique Conversions WHERE Total Journey Steps = 1
Example: 200
Question it answers: "How many times was this page or tag the sole reason a user converted?“
Avg TTC (Average time to convert)
Definition: Average time to convert across all conversions for the page/tag.
Calculation: Average Time to Convert Across All Conversions for the page/tag
Example: 6w
Question it answers: "How long did it take on average for users to convert on this page?”
Action Influence:
Action
Definition: name of the Action (high-value event that is not a conversion).
Example: View Webinars
% of Pathways
Definition: the percentage of conversion pathways that a specific action appears in.
Calculation: [Count of Unique Pathways Containing the Action] / [Count of All Unique Pathways]
Example: 72%
Question it answers: "How often is this Action involved in conversion pathways?”
Clicks
Definition: Total count of click events for the respective action across all pathways.
Calculation: Sum of Clicks on Action Across All Pathways
Example: 40
Question it answers: "How many clicks were there on this action across all pathways?”
Conversions
Definition: sum of all conversion events attributed to visitors who clicked the respective Action.
Calculation: Count of Unique Conversions Where The Journey Contains the Action
Example: 600
Question it answers: "How many conversion events resulted from a journey that contained this action?”
Average Sessions to Convert
Definition: the average number of sessions it took to convert when a user completed this action.
Calculation: Average Number of Sessions Across All Conversions Containing The Action
Example: 7
Question it answers: “How many sessions does it take a user to convert when they complete this action?”
Average Touches Post-Action
Definition: the average number of page touches which occurred after the respective Action click attributed to visitors within the respective Pathway
Calculation:Average ([Conversion Step Number] - [Action Step Number]) Across All Journeys
Example: 15
Question it answers: "How quickly does a visitors who touched the action convert?”
Average TTC Post-Action
Definition: the average time it took to convert after the respective Action was clicked within the respective Pathway
Calculation: Average of Time to Convert After Action Occurs Across Journeys Containing that Action
Example: 8d
Question it answers: "How long does a visitor take to convert after the action?”
Pathways:
Pathways
Definition: predefined sequences of page touches that exist within your visitors’ overall journeys. A pathway represents a specific combination and order of pages that lead to conversion.
Question it answers: "What are the different content paths that led to a conversion?”
Conversions
Definition: Sum of all conversion events attributed to visitors in that pathway.
Calculation: Count of Conversions Across All Visitors in the Pathway
Example: 600
Question it answers: "How many conversions resulted from visitors going through this pathway?”
Conversions Post Action
Definition: count of conversions that occurred within the respective pathway after an Action event.
Calculation: Count of Conversions Across All Journeys Where Journey Contains An Action
Example: 600
Question it answers: "How many conversions in the pathway occurred where the visitors touched an action?”
Average Time
Definition: Average Time to Conversion for visitors in the respective pathway.
Calculation: Average (Total Time to Conversion) For All Conversions in the Pathway
Example: 15m
Question it answers: "How much time did it take on average for visitors in this pathway to convert?”
Average Sessions
Definition: the average number of sessions it took to convert within the respective Pathway.
Calculation: Average Number of Sessions Across All Conversions in the Pathway
Example: 7
Question it answers: "On average, how many sessions did it take for visitors to convert within this pathway?”
Page Touches
Definition: Count of unique pages touched in the pathway.
Calculation: Sum of Unique Pages WHERE Page in Pathway
Example: 3
Question it answers: "How many unique pages did the visitor touch in this pathway?”
