Conversion Journeys

Conversion Journeys is a powerful feature in Conversion Bridge that tracks and displays the complete path a user takes from their first visit to conversion. This feature provides detailed insights into how visitors interact with your website, which pages they visit, and what ultimately leads them to convert.

By tracking the full customer journey, you can:

  • Understand which pages contribute to conversions
  • Identify the most effective user paths
  • Analyze traffic sources and UTM parameters
  • Optimize your website based on actual user behavior
  • Make data-driven decisions about content and navigation

What Are Conversion Journeys?

A conversion journey is the complete sequence of events (pageviews, conversions, and other tracked events) that occur during a user's session on your website, from their first pageview until they complete a conversion.

Key Components:

  • Session ID: A unique identifier for each user session
  • Pageviews: Every page the user visited
  • Events: Conversion events and other tracked interactions
  • UTM Parameters: Marketing attribution data (source, medium, campaign, etc.)
  • Referrer: Where the user came from
  • Timestamps: When each event occurred
Screenshot of conversion journey

Why Conversion Journeys Are Important

Complete Customer Understanding

Unlike simple conversion tracking that only shows the final action, Conversion Journeys reveal the entire customer path. This helps you understand:

  • How many pages users visit before converting
  • Which pages are most influential in the conversion process
  • Where users might be getting stuck or dropping off

Marketing Attribution

Conversion Journeys capture UTM parameters from the first pageview, allowing you to see:

  • Which marketing campaigns drive conversions
  • How different traffic sources perform
  • The relationship between marketing touchpoints and conversions

Content Optimization

By analyzing journey patterns, you can:

  • Identify high-performing content that leads to conversions
  • Discover content gaps or friction points
  • Optimize your site structure and navigation
  • Improve conversion rates by understanding user behavior

Troubleshooting and Support

When customers have issues or questions, you can:

  • Review their exact journey to understand their experience
  • Identify where problems might have occurred
  • Provide better customer support with context

Getting Started

Enabling Conversion Journeys

Before you can use Conversion Journeys, you need to enable the feature:

  1. Navigate to Settings → Conversion Bridge in your WordPress admin
  2. Go to the General tab
  3. Check the box for "Enable conversion journey tracking"
  4. Choose your tracking method (Cookies or Privacy-friendly fingerprinting)
  5. Click Save Changes

Accessing Conversion Journeys

  1. Navigate to Settings → Conversion Bridge in your WordPress admin
  2. Click on the Journeys tab
  3. You'll see a table listing all conversion journeys

Understanding the Conversion Journeys Table

The Conversion Journeys table displays all sessions that resulted in conversions, with detailed information about each journey.

Screenshot of Conversion Journeys in admin

Table Columns

Session

The unique session identifier for each conversion journey.

  • Clickable links that open a detailed journey view
  • Truncated display for long session IDs (shows first 30 characters)
  • Clicking opens a modal (thickbox) with the complete journey timeline

Last Conversion

The type of conversion event that occurred (e.g., "Purchase", "Form Submission", "Signup").

  • Shows the human-readable label for the conversion event type
  • Only appears when viewing all journeys (not filtered by post)
  • Helps you quickly identify what type of conversion occurred

Value

The monetary or numeric value associated with the conversion (if applicable).

  • Shows the event_value from the conversion event
  • Useful for e-commerce conversions (order totals)
  • May be empty for non-value conversions (like form submissions)

Date

When the conversion occurred displayed in your WordPress date/time format settings.

UTMs

UTM parameter values from the first pageview of the session.

  • Source: Traffic source (e.g., google, facebook, newsletter)
  • Medium: Marketing medium (e.g., email, cpc, social)
  • Campaign: Campaign name
  • Term: Search term (for paid search)
  • Content: Content variation identifier

Source

The referrer URL or "Direct" if no referrer.

  • Shows where the user came from (the referrer)
  • Displays "Direct" for direct traffic (no referrer)
  • Helps identify traffic sources beyond UTM parameters

Using Filters

The Conversion Journeys feature includes powerful filtering options to help you analyze specific subsets of journeys.

Date Range Filters

Preset Duration Options

Quick access buttons for common date ranges:

  • Day: Shows conversions from today only
  • Week: Shows conversions from the last 7 days
  • Month: Shows conversions from the last 30 days
  • Year: Shows conversions from the last 365 days
  • All time: Shows all conversions since tracking began

How to use:

  1. Click on any duration button (Day, Week, Month, Year, All time)
  2. The table automatically refreshes with that date range
  3. The active duration is highlighted

Custom Date Range

For more precise date filtering:

  1. Use the After date picker to set the start date
  2. Use the Before date picker to set the end date
  3. Click Filter to apply the custom range

Features:

  • Date pickers are limited to your earliest recorded event and today
  • Both dates are inclusive (includes the full day)
  • Custom ranges are preserved when using other filters

Event Type Filter

Filter journeys by the type of conversion event.

How to use:

  1. Click on the "Event Type" dropdown
  2. Check the boxes for the event types you want to see
  3. You can select multiple event types
  4. Click Filter to apply

Available Event Types:

  • Only shows event types that have actually occurred in your data
  • Common types include: Purchase, Form Submission, Signup, Download, etc.
  • Event types are displayed with their human-readable labels

UTM Parameter Filters

Filter journeys by UTM parameters from the first pageview. This is one of the most powerful filtering features.

How to use:

  1. Click on "Filter by UTM" dropdown
  2. The dropdown opens to show columns for each UTM parameter type
  3. Check boxes for the values you want to filter by
  4. You can select multiple values within each parameter type
  5. Multiple parameter types can be selected simultaneously (AND logic)
  6. Click Filter to apply

UTM Parameter Types:

  • Source: Filter by traffic source (e.g., google, facebook, newsletter)
  • Medium: Filter by marketing medium (e.g., email, cpc, social)
  • Campaign: Filter by campaign name
  • Term: Filter by search terms (for paid search campaigns)
  • Content: Filter by content variation identifiers
  • ID: Filter by UTM ID values

Filter Logic:

  • Within a parameter type: Multiple selections use OR logic (shows journeys matching any selected value)
  • Across parameter types: Multiple parameter types use AND logic (journey must match all selected parameter types)
  • Example: Selecting "google" in Source AND "cpc" in Medium shows journeys from Google paid ads

Search Functionality

Search across multiple fields in the journey data.

Searchable Fields:

  • Event name
  • Event parameters
  • Event value
  • Event title (page title)
  • Event URL
  • Event referrer

How to use:

  1. Enter your search term in the search box
  2. Press Enter or click the search icon
  3. Results are filtered to show only journeys containing your search term

Use Cases:

  • Find journeys containing a specific product name
  • Search for specific URLs or page titles
  • Find journeys from specific referrers
  • Locate journeys with specific event values

Filtering by Post/Page

View journeys specifically for a particular post or page.

Screenshot of how to get journeys for post

How to access:

  1. From the Posts or Pages list in WordPress admin
  2. Hover over a post/page title
  3. Click "Journeys" in the row actions
  4. The Journeys table opens filtered to show only journeys that included that post/page

What it shows:

  • Only journeys where the user visited that specific post/page
  • The table header shows "Journeys for: [Post/Page Title]"
  • All other filters still work in this view

Viewing Individual Journey Details

Click on any session ID in the table to view the complete journey details.

Journey Detail View

The journey detail view shows:

  1. Session Information:
    • Session ID
    • Referrer (where the user came from)
    • UTM parameters (if present)
  2. Timeline of Events:
    • All pageviews in chronological order
    • All conversion events
    • Timestamps for each event
    • Page titles and URLs
    • Event details and parameters
  3. Visual Timeline:
    • Events displayed in order
    • Clear distinction between pageviews and conversions
    • Easy-to-read format

How to access:

  • Click any session ID in the table
  • A modal (thickbox) opens showing the complete journey
  • Click outside the modal or the close button to return to the table
Screenshot of conversion journey

Table Features

Sorting

The table supports sorting by multiple columns:

  • Session: Sort alphabetically by session ID
  • Value: Sort by conversion value (numeric)
  • Date: Sort by conversion date/time

How to sort:

  1. Click on a column header to sort by that column
  2. Click again to reverse the sort order
  3. Sort indicators show the current sort column and direction

Pagination

When you have many conversion journeys, the table uses pagination:

  • 20 journeys per page (default)
  • Navigation controls at the top and bottom of the table
  • Shows current page and total pages
  • Click page numbers or "Next"/"Previous" to navigate

Caching and Refresh

The table uses caching to improve performance:

  • Cache duration: 1 hour
  • Cache indicator: Shows "Data last updated on [date/time]" at the top
  • Refresh button: Click to force a refresh of the cached data
  • Auto-refresh: Cache automatically refreshes after 1 hour

When to refresh:

  • After making changes that might affect journey data
  • If data seems outdated
  • When testing new tracking implementations

Advanced Filtering Strategies

Finding High-Value Conversions

  1. Filter by date range (e.g., last month)
  2. Sort by Value column (descending)
  3. Review top journeys to understand what drives high-value conversions

Analyzing Campaign Performance

  1. Use UTM Campaign filter to select specific campaigns
  2. Review the journeys to see:
    • Which pages users visit
    • How long the journey takes
    • Conversion rates

Identifying Conversion Paths

  1. Filter by Event Type to focus on specific conversions
  2. Review multiple journeys to identify common patterns
  3. Look for pages that appear frequently in successful journeys

Troubleshooting Low Conversion Rates

  1. Filter by traffic source (UTM Source)
  2. Compare journeys from different sources
  3. Identify which sources have longer or more complex journeys
  4. Optimize content for underperforming sources

Use Cases

E-commerce Analysis

Scenario: Understanding purchase journeys

  1. Filter by Event Type: "Purchase"
  2. Review journeys to see:
    • Which product pages lead to purchases
    • How many pages users visit before buying
    • Common paths to checkout
  3. Use insights to optimize product pages and checkout flow

Form Conversion Optimization

Scenario: Improving form submission rates

  1. Filter by Event Type: "Form Submission"
  2. Analyze journeys to identify:
    • Landing pages that lead to form submissions
    • Pages users visit before submitting
    • Common drop-off points
  3. Optimize content and forms based on findings

Campaign Attribution

Scenario: Measuring campaign effectiveness

  1. Filter by UTM Campaign: "[Your Campaign Name]"
  2. Review all journeys from that campaign
  3. Analyze:
    • Conversion rates
    • Average journey length
    • Most common conversion paths
  4. Compare with other campaigns using different filters

Content Performance

Scenario: Identifying high-performing content

  1. Filter by a specific post/page using the row actions
  2. Review all journeys that included that content
  3. See:
    • How many conversions included that page
    • What other pages users visited
    • What conversions resulted

Best Practices

Regular Review

  • Review Conversion Journeys weekly or monthly
  • Look for patterns and trends
  • Identify opportunities for optimization

Combine with Other Reports

  • Use Conversion Journeys alongside UTM Reports
  • Compare journey data with analytics platform data
  • Get a complete picture of user behavior

Focus on High-Value Conversions

  • Prioritize analyzing journeys with high conversion values
  • Understand what drives your most valuable customers
  • Optimize for high-value conversion paths

Test and Iterate

  • Make changes based on journey insights
  • Test new content or navigation
  • Review journeys again to measure improvement

Use Filters Strategically

  • Start with broad filters (date range)
  • Narrow down with specific filters (UTM, event type)
  • Use search for specific investigations

Integration with Other Features

UTM Reports

Conversion Journeys work seamlessly with the UTM Reports tool:

  • UTM Reports: Aggregate analysis of UTM performance
  • Conversion Journeys: Individual journey details with UTM attribution
  • Use both together for complete marketing attribution analysis

Conversion Tracking

Conversion Journeys automatically include all tracked conversion events:

  • E-commerce purchases
  • Form submissions
  • Signups and registrations
  • Custom conversion events
  • Any event type configured in Conversion Bridge

Email Integration

Conversion Journeys can be included in conversion notification emails for any plugin integration that supports email notifications:

Supported Conversion Types:

  • E-commerce purchases and orders
  • Form submissions
  • Signups and registrations
  • Membership subscriptions
  • Donations
  • Any other conversion events that trigger email notifications

Benefits:

  • Provides complete journey details in conversion emails
  • Helps with customer support by showing the full user path
  • Enables better understanding of how users reached conversion
  • Automatically included when the integration supports it
  • Configurable in each integration's email settings (where applicable)

How it works:

  • The integration method varies by plugin integration
  • Toggle/Settings Method: Some integrations provide a setting or toggle in their email configuration to enable/disable journey inclusion
  • Template Tag Method: Other integrations require adding a template tag or placeholder (such as {conversion_journey} or {{conversion_journey}}) within the email content/template
  • The journey shows all pageviews and events leading to the conversion
  • Email-optimized formatting ensures readability in email clients
  • Important: Check the documentation for your specific plugin integration to learn the exact method for including conversion journeys in emails

Tips and Tricks

Quick Filtering

  1. Use preset duration buttons for quick date filtering
  2. Combine UTM filters for precise campaign analysis
  3. Use search for specific investigations

Comparing Campaigns

  1. Filter by one campaign, review journeys
  2. Clear filters
  3. Filter by another campaign
  4. Compare journey patterns and conversion rates

Finding Patterns

  1. Review multiple journeys from the same source
  2. Look for common page sequences
  3. Identify pages that appear in most successful journeys
  4. Optimize those pages for better performance

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