The customer journey is the sequence of interactions a person has with a business before and after a purchase. Understanding this journey helps avoid judging marketing only by the last click.
Awareness stage
A user first encounters the brand through advertising, search, social media, a recommendation or content.
Research stage
They compare options, read the website, check reviews, prices and case studies, and may return through other channels.
Decision stage
At this point, a clear offer, trust, easy contact and the absence of technical barriers become especially important.
A purchase is not always the end
Repeat sales, referrals and retention can significantly affect LTV and the acquisition cost a business can sustainably afford.
Why the last click can be misleading
If a customer first sees Meta Ads, later reads an article and then searches Google for the company name, the final source does not reflect the full role of earlier interactions.
How to use the customer journey
For each stage, define the customer\u0027s questions, suitable content, the appropriate channel and the next desired action.
Journey analytics
GA4, advertising platforms and CRM provide different parts of the picture. Their purpose is to help understand not only where an enquiry came from, but also the sequence of interactions that led to it.