The customer journey refers to the path that a customer takes as they interact with a company and its products or services, from the initial awareness stage to the post-purchase stage. The customer journey can be thought of as a series of touchpoints, or interactions that the customer has with a company, such as visiting a website, seeing an ad, or interacting with customer service.

Understanding the customer journey is important for businesses because it allows them to optimize their marketing efforts and improve the customer experience. By identifying common patterns in the customer journey, businesses can identify areas where they can improve the customer experience and increase conversions.

The customer journey can vary significantly depending on the industry and the specific products or services being offered. Some common touchpoints in the customer journey include:

• Awareness: The customer becomes aware of the product or service.

• Consideration: The customer evaluates the product or service and compares it to alternatives.

• Decision: The customer decides to purchase the product or service.

• Purchase: The customer makes the purchase.

• Post-purchase: The customer uses the product or service and may provide feedback or make additional purchases.

The customer journey is closely related to attribution models(e.g., last click attribution) because attribution models are used to track and attribute conversions to specific marketing efforts. By understanding the customer journey, businesses can determine which marketing efforts are most effective at driving conversions and identify opportunities to optimize their marketing efforts.