See every visit and page before the phone rang.

More than the last click

Few customers call on their first visit. Someone might find you through a Google search, look at your prices, leave, see a Facebook advert two days later and then ring. Last-click reporting gives Facebook all the credit. Customer journeys show you both, so you can see which channels start conversations and which ones close them.

What each journey shows

• First touch. The channel, campaign and keyword that first brought them to your site. AI search, such as ChatGPT and Perplexity, is recognised as its own channel.
• Last touch. The channel that brought them back before they called.
• Pages visited. Every page, in order, with time spent on each.
• Landing page. Useful for working out which service pages bring the best leads.
• Device and location. Mobile or desktop, and the town their connection is in.

Attribution models

Switch any report between five ways of sharing the credit:

• Last touch. All the credit goes to the channel that brought them back before they got in touch.
• First touch. All the credit goes to the channel that first found them.
• Shared evenly. Every touch gets an equal share. Also called linear.
• Recent visits count more. Every touch gets some credit, and its share halves for each week before the enquiry. Also called time decay.
• First and last count most. The first and last touch get 40% each, and the visits in between share the other 20%. Also called position based.

The Compare view shows every model side by side for each source, with arrows against last touch. It is the quickest way to spot the channel that starts conversations but rarely gets the credit. More on the Attribution models page.

Offline touchpoints count too

Met people at a trade show, an open day or on sales visits? Upload the list as a sheet. The event shows on each person's journey, and if they later call or enquire, the multi-touch models give it a share of the credit.

How long we remember a visitor

Journeys are linked with a first-party cookie that lasts about 13 months. Visits count towards a lead for 90 days by default, and you can set this to 30, 60, 180 or 365 days. A visitor who comes back months later is still connected to how they first found you. If they decline cookies, we track the visit they call from without linking past visits.

Frequently asked questions

Is this the same as Google Analytics?

It complements it. GA4 is good at visits and pages but cannot see phone calls on its own. We send each call into GA4 as an event so both tools tell the same story.

Can I see journeys for calls from my Google Business Profile?

Calls to a static number do not have a website visit attached, so they show the channel only. If the caller visited your site first and called the website number, you get the full journey.