Glossary
Journey analytics
What is journey analytics?
Journey analytics is the quantitative analysis of user paths through a product or across touchpoints, identifying common routes, drop-off points, loops, and deviations from intended flows.
How it works
Journey analytics analyzes recorded events to identify paths, repeated steps and drop-offs within a defined time window. Results depend on instrumentation, identity matching, filters and the definition of conversion. Journey maps can incorporate these data alongside qualitative research.
Common journey analytics methods
- Funnel analysis follows a defined sequence toward an outcome.
- Path analysis examines the routes captured in the data.
- Cohort analysis compares groups, while drop-off analysis examines where a recorded sequence stops.
Each depends on which events the system captures.
Applied example
An analyst could find repeated returns from checkout to a product page. That pattern would support further investigation, but would not by itself show that users need size information. A proposed cart change would need separate evaluation.
Why it matters
Journey analytics describes patterns in recorded paths. Use complementary research to understand motives, missing context and the effects of proposed changes.
Amplitude: Paths describe recorded events; motives and causal effects require other evidence.