Marketing Journey Mix Table

Marketing Journey Mix shows the sequences of marketing channels used by converting visitors before they completed a conversion path.

It helps you understand whether conversions normally happen after one touchpoint or several, which channel combinations contribute most often, and how much conversion value each journey produces.

Before you begin

Marketing Journey Mix requires:

• Cookie tracking for the selected website.
• At least one active conversion path with configured conversion zones.
• Recorded conversion path completions.
• Completed attribution processing.

The report is not available in cookieless mode because it needs persistent visitor identity to connect touchpoints across visits reliably.

Cookie tracking must also have been active when the visits occurred. Enabling it now does not retrospectively identify earlier cookieless visitors.

Choose the reporting scope

Marketing Journey Mix follows the main filters at the top of the Conversion dashboard.

Date range

Choose a preset period or a custom date range. The start and end dates are inclusive and use the Wheremore account’s WordPress timezone.

The report uses touchpoints and conversion completions that support the qualifying journeys within the selected period.

Website

Select the website you want to analyse. The website must belong to the current workspace and have Cookie tracking enabled.

Marketing journeys are not combined across websites.

Conversion path

Choose one conversion path to examine its journeys, or use the dashboard’s all-paths option to review converting activity across the selected website.

Selecting a path is usually preferable when:

• Different paths represent different customer goals.
• Paths use different currencies or conversion values.
• You want to compare journey behaviour for a specific funnel.

Only confirmed path completions are included. A click on an isolated conversion zone does not appear unless it completes the relevant conversion path.

Campaign

Use the campaign filter to restrict the report to converting sessions associated with a particular UTM campaign.

The No campaign option includes sessions for which no attributed touchpoint contains a campaign value. It does not mean that the visitor necessarily arrived directly.

Audience

The audience filter separates:

• Prospects — sessions not marked as authenticated.
• Identified visitors — sessions marked as authenticated.
• All traffic — both groups.

This audience classification is separate from Cookie tracking. A prospect may still have a persistent visitor identifier, while an identified visitor is someone recognised through the website’s authentication rules.

Device

Choose all devices or restrict the report to desktop, mobile or tablet conversion activity.

How a marketing journey is built

For each qualifying converting session, Wheremore identifies the first qualifying path completion in the selected reporting scope.

It then reconstructs the attributed channel journey leading to that completion:

1. If a persistent visitor identifier is available, Wheremore can include qualifying touchpoints from that visitor across sessions.
2. If persistent identity is unavailable, it falls back to touchpoints from the current session.
3. Only touchpoints inside the applicable attribution window and up to the selected completion are used.
4. Only touchpoints with confirmed full attribution identity are included.
5. If no qualifying channel touchpoint exists, the journey is shown as Direct.

The resulting sequence might look like:

Organic Search → Social → Email

Consecutive appearances of the same channel may be visually compressed. For example, three consecutive Social touches can appear as Social ×3 . They still count as three touchpoints in the summary calculations.

Read the summary metrics

Average touches

The average number of attributed channel touchpoints used by each converting session before its first qualifying path completion.

A higher value suggests that visitors commonly need several interactions before converting. A lower value indicates that conversions are usually completed through shorter journeys.

Direct-only journeys count as one touch.

Single-touch

The percentage of converting sessions whose journey contains one touchpoint.

This includes Direct-only journeys.

Multi-touch

The percentage of converting sessions whose journey contains more than one touchpoint.

This helps reveal how often multiple marketing interactions contribute before conversion.

Read the journey table

Each row represents one distinct ordered channel sequence.

Journey

The attributed channels in the order they occurred before conversion.

Social → Email  and Email → Social  are separate journeys because the order is different.

Converting sessions

The number of qualifying sessions assigned to that journey.

Each session is counted once in the main journey row, even if more than one qualifying conversion-completion event was recorded in that session.

Revenue

The total value of qualifying completed conversions associated with sessions assigned to the journey.

If a converting session contains more than one qualifying path-completion record in the selected scope, those completion values can all contribute to revenue even though the session is counted once.

Average value

Revenue divided by converting sessions for the journey.

This is a session-level average and may therefore differ from the average value shown in expanded device details, which is calculated per conversion event.

Percentage of total

The journey’s converting sessions as a percentage of all qualifying converting sessions in the current report.

Filter by journey length

Use the touch-count controls above the table to show:

• All journey lengths.
• Exactly one, two, three or four touches.
• Five or more touches.

This filter is applied to the loaded report and does not change the dashboard’s main filters.

Use it to compare short decision journeys with longer consideration journeys.

Sort and expand journeys

Select a column heading to sort the table. The initial view prioritises journeys with the most converting sessions.

Select the arrow on a journey row to show its device breakdown.

The expanded section includes:

• Device.
• Conversion events.
• Revenue.
• Average event value.

These expanded figures are event-based. The conversion-event total can be higher than the main row’s converting-session total when one session produced multiple qualifying completions.

A missing device value is displayed as Unknown.

Show more journeys

The table initially displays a limited number of journeys. Select Show more to reveal the next group.

Sorting or changing the journey-length filter resets the displayed list so that the most relevant rows for the new view appear first.

Export the report

Select Export CSV to download the journeys in the current filtered view.

The export includes all journeys matching the selected touch-count filter, not only the rows currently visible on screen. It also includes the available device detail rows.

The export respects the active date, website, conversion path, campaign, audience and device filters.

Understand Direct journeys

Direct does not always mean that no marketing activity ever influenced the visitor.

A journey is shown as Direct when Wheremore cannot find a qualifying attributed channel touchpoint within the applicable identity and attribution window. This may happen when:

• The visitor entered the converting session directly.
• Earlier activity happened outside the attribution window.
• Earlier activity was recorded without persistent identity.
• Campaign or referrer information was unavailable.
• Attribution processing has not yet completed.

Use Direct as an attribution result, not as proof that the visitor had never encountered the brand before.

Currency and value

When a conversion path is selected, the report uses that path’s configured currency.

When all paths are included, Wheremore does not convert values between currencies. If the website contains paths using different currencies, select an individual path before comparing revenue or average value.

Zero-value conversion paths still contribute to converting-session and journey metrics, but their completions add no revenue.

How to use the report

Find the journeys that drive the most conversions

Sort by converting sessions or percentage of total. These journeys represent the routes used most often before conversion.

Find high-value journeys

Compare revenue and average value. A journey with fewer sessions but a higher average value may deserve different investment from a high-volume, low-value journey.

Compare short and long journeys

Use the touch-count filters to identify whether customers usually convert after a single interaction or require repeated contact across channels.

Review channel order

Channel order can suggest different roles:

• An early channel may introduce the visitor.
• A middle channel may support evaluation.
• A final channel may bring the visitor back to complete the path.

Use Channel Performance alongside this report to compare first-click and last-click channel results.

Investigate by device

Expand a journey when its performance may differ between desktop, mobile and tablet. Device differences can point to audience behaviour or conversion-experience issues.

Data timing

Marketing Journey Mix depends on conversion and attribution background processing. A newly completed conversion may not appear immediately.

After changing tracking, conversion paths or conversion zones, allow the relevant background jobs to process new interactions. Historical data cannot always be reconstructed when persistent identity or required conversion configuration was absent at the time.

Troubleshooting

The section is hidden

Check that:

• A website is selected.
• Cookie tracking is enabled for that website.
• The website belongs to the current workspace.

Marketing Journey Mix is intentionally unavailable for cookieless-only reporting.

No journeys are available

Confirm that:

• The selected website has an active conversion path.
• Every required path step has a working conversion zone.
• The chosen period contains completed paths.
• Attribution processing has completed.
• The selected campaign, audience and device filters are not excluding the conversions.

Try a wider date range and All campaigns, All traffic and All devices.

Totals differ from another conversion report

Marketing Journey Mix:

• Requires full persistent attribution identity.
• Anchors the journey to the first qualifying path completion for each session.
• Counts sessions in its main rows.
• Can include several qualifying completion values in revenue for one session.

Reports using conversion events, all completions, cookieless sessions or a different attribution rule will not necessarily have identical totals.

Expanded conversion events exceed converting sessions

This is expected when a session generated more than one qualifying path-completion event. The main row counts the session once, while the expanded detail counts its conversion events.

Revenue looks inconsistent

Check:

• Whether multiple paths with different currencies are included.
• Whether some paths use zero value.
• Whether a session has multiple qualifying completions.
• Whether the selected path’s fixed or captured conversion value is configured correctly.

Select one path when comparing financial performance.

A campaign journey is missing

The campaign filter requires an exact stored UTM campaign match on an attributed touchpoint for the qualifying session. Confirm that the campaign parameter was present and recorded correctly.

Direct is unexpectedly high

Review:

• How long Cookie tracking has been enabled.
• Consent acceptance rates.
• UTM tagging consistency.
• Referrer availability.
• The selected date and campaign filters.
• Whether attribution processing is current.