Journey Start vs Conversion Device Chart
The Journey Start vs Conversion Device chart compares the device used at the beginning of the customer journey with the device used at conversion—revealing whether customers switch devices during their path to purchase.
Quick start
1. Select a domain and optionally a path
2. Compare the left bars (Journey Start) with the right bars (Conversion Device)
3. Look for differences between sides that indicate cross-device behaviour
4. Hover over bars for exact percentages and counts
Understanding the chart
The chart displays a butterfly (diverging bar) layout with two sides meeting in the middle. Each row represents a device type, with bars extending left for journey start and right for conversion.
Chart sides
| Side | What it shows |
| Journey Start (left) | The device used at the first touchpoint. This is where customers began their journey. |
| Conversion Device (right) | The device used when the conversion occurred. This is where customers completed their purchase. |
Device categories
| Device | Includes |
| Mobile | Smartphones and mobile devices. |
| Desktop | Desktop computers and laptops. |
| Tablet | Tablets and similar devices. |
Reading the chart
The centre line represents 0%. Bars extend outward showing the percentage of converting sessions for each device. If both sides show similar distributions, customers tend to stay on the same device type. If distributions differ, cross-device journeys are common.
What should I do next?
| If you see... | Then... |
| Both sides nearly identical | Customers convert on the same device they started on. Focus on optimising each device experience independently. |
| Mobile start > Mobile conversion | Customers browse on mobile but convert elsewhere. Improve mobile checkout or implement cross-device retargeting. |
| Desktop start < Desktop conversion | Customers discover on mobile but convert on desktop. Ensure desktop experience supports users who've already researched. |
| High mobile on both sides | Mobile-dominant audience. Prioritise mobile experience and ensure checkout is frictionless. |
| High desktop on both sides | Desktop-dominant audience. Common for B2B or complex purchases. Optimise desktop journey. |
| Significant tablet presence | Don't neglect tablet users. Test tablet-specific layouts and ensure responsive design works well. |
Using the tooltip
Hover over any bar to see the device name, percentage of conversions, and raw count. This helps quantify the exact volume behind each percentage.
Exporting the chart
Click the menu icon (☰) in the top-right corner to export the chart as PNG, JPEG, PDF, or SVG. The export captures the current view with all data visible.
Troubleshooting
Chart is not visible
The Journey Start vs Conversion Device chart requires cookie-based tracking. If the domain uses cookieless tracking, the section is hidden. This is because identifying the first touchpoint device requires visitor journey data that cookieless mode doesn't capture.
'No conversions found'
No conversions occurred in the selected date range and filters. Try expanding the date range or removing restrictive filters.
Both sides show exactly the same numbers
This occurs when customers consistently use the same device from start to finish. It's common for single-session conversions where the journey start and conversion happen in the same session on the same device.
FAQ
How is 'journey start device' determined?
The journey start device is taken from the touch that matches the first_touch_timestamp in the Models table. This represents the device used during the visitor's first recorded interaction.
How is 'conversion device' determined?
The conversion device is taken directly from the conversion record's device_type field. This represents the device used when the conversion actually occurred.
Why might these devices differ for the same conversion?
Customers often research on one device and purchase on another. A common pattern is mobile discovery followed by desktop purchase, especially for higher-value items where customers prefer a larger screen for checkout.
Does this track the same visitor across devices?
Yes, when cookie tracking is enabled. The system links sessions by visitor_id, allowing it to identify when the same person uses different devices during their journey.