Unlock the Power of Customer Journey Reporting

On a mission to seek better customer understanding, customer journey reporting proves an indispensable asset in understanding the routes customers take to purchase, the touchpoints they encounter, and their experience at each stage.

We may view our customers as mysterious beings about whom we know little beyond their purchasing power. They are the lifeblood of our businesses, yet we may only know a fraction of what they really want, where they go to get it, and why.

Research confirms this challenge: Salesforce’s Ninth Edition State of Marketing Report found that only 34% of UK marketers (and just 23% in Ireland) are fully satisfied with their ability to unify data from multiple sources [1]. This lack of integration makes it even harder to see the complete customer journey.

With customer journey reporting, businesses can change that. By pulling together fragmented data into a single, coherent picture, it becomes possible to answer the big questions — why customers leave, what keeps them coming back, and how to improve their experience at every stage.

If you want to learn more about customer journey reporting, and how UniFida can be your solution, keep reading…

What is Customer Journey Reporting?

Customer journey reporting answers many questions about your customers’ interactions with your brand. It involves tracking and analysing touchpoints across various channels, such as social media, email, website visits, and more.

From this, you can learn more about how the journeys for your customer segments differ. 

You can gain insights into the customer journeys, such as length, how marketing channels interact with each other, and which channels in your mix are good at initiating, holding, and closing journeys.

Using that information, you can better optimise your marketing. You will understand where, when, and how your most valuable customers engage with your brand, allowing you to tailor your messaging and targeting more effectively.

What Customer Journey & Attribution Reporting Shows (With Examples)

Customer journey analysis provides insights into the behaviour and preferences of your customers, allowing you to better understand their journey towards making a purchase or conversion. 

In other words: what steps did they take and which channels did they use to arrive at the final decision of making a purchase?

UniFida’s Customer Journey Reports are broken down into three key areas, which are:

1. Customer Journey Events
2. Customer Journey Channel Interactions
3. Customer Journey Channel Position

These three reports combine to give you a comprehensive view of your customer’s journey. When utilised alongside our Attribution Reports, it opens up even more insights and opportunities for your business.

1. Customer Journey Events

This analysis breaks down the number of events involved in a customer journey, split by individual channel.

The report also displays the average number of days to conversion, along with the average number of channels used within the journey, and the average revenue generated from these events. 

This information can help you understand which channels are most important in driving conversions and revenue, so you can make more logical decisions about where to allocate budget for the best return on investment.

The example below shows how this information is presented:

There are three channels of focus here: ‘Affiliates’, ‘Business development’, and ‘Cold mailings’. Channels will be tailored according to those within your own marketing mix.

2. Customer Journey Channel Interactions

This section of the report shows the way one channel interacts with other named channels, so you can identify the strongest and weakest collaborators.

In the example below, we have used seven performance metrics, which are:

• Journeys Involved
• Share of Sales
• Total Value
• Share of Channel Value
• Share of Interaction Value
• Average Days (Selected)
• Average Days (Interaction)

With this data, you can see how the conversion rate differs between journeys that involve specific channels. You can also identify which combination of channels creates the highest value.

3. Customer Journey Channel Position

The Customer Journey Channel Position report shows the performance of channels ordered by the most conversions, with an average of the initialiser, holder, and closer scores (generated in the original MTA Report).

Below, you can see how this data is displayed:

The number of Influenced Conversions tells us how many times a certain channel was involved in a conversion funnel, and the percentage of Influenced Conversions being either the First Event or Last Event indicates the level of importance of that channel in initiating or closing a sale.

We can see in this example that ‘Search engine’ played a part in 1,639 conversions, with 75.84% of those conversions being the First Event and 52.23% being the Last Event. 

Using this data, you can make the assumption that ‘Search engine’ (or SEO) is a stronger channel for initiating a conversion rather than closing it, and this would correlate with SEO being a more top-of-funnel marketing strategy, as opposed to ‘Email’, for example, with a 79.22% Last Event conversion rate.

The Benefits of Customer Journey Mapping Reports

The answer to why use customer journey reporting is a simple one: it enables you to make informed decisions about your marketing strategy and optimise the customer experience.

Customer journey mapping reports provide valuable data, but the real rewards lie in what you choose to do with those numbers.

It allows you to:

• Identify drop-off points in the funnel — pinpoint where customers disengage, so you can remove friction and improve conversions.
• Optimise marketing spend across channels — see which campaigns and touchpoints deliver ROI and reduce wasted spend.
• Personalise the customer experience — tailor messaging, offers, and timing based on journey insights for greater relevance.
• Unify online and offline data — connect digital activity with in-store, call centre, or direct mail interactions for a holistic view.
• Spot hidden patterns and opportunities — use analysis to uncover unexpected customer pathways for upselling or content creation.
• Measure campaign effectiveness over time — track how activities contribute across the lifecycle instead of in isolation.
• Break down organisational silos — give marketing, sales, and service teams shared visibility to improve collaboration.
• Provide executive-level clarity — turn complex datasets into intuitive visual reports that guide decision-making.

It’s reported that 86% of buyers are willing to pay more for a great customer experience, and a great customer experience can only truly be gained through a holistic approach to customer information.

Who Can Use UniFida’s Customer Journey Reporting?

UniFida’s Customer Journey Reporting is accessible from our platform.

If you are an existing client of ours, the functionality will be already available.

For those not yet on the UniFida platform, you can book a call with our team, where we can talk you through our Multi-Touch Attribution platform with our Customer Journey Reporting capabilities.

Conclusion

Customer journey reporting is just one small piece of the marketing success puzzle. UniFida’s solutions give businesses and teams like yours the bigger picture, so you can see where that hard work is paying off, helping you work smarter for your customers.

Learn More About Our Multi-Touch Attribution Solution

[1] https://www.salesforce.com/resources/research-reports/state-of-marketing/

FAQs

Jo Young

Jo is a leading expert in the field of marketing measurement, particularly in integrating marketing attribution and econometrics for holistic customer journey mapping and optimised marketing returns. Jo actively promotes best practices in media measurement and sustainable marketing within the wider business community. Jo co-wrote the marketing attribution book ‘The key to proving the true value of marketing’.