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How do I see the customer journey behind an order?

Click Show Journey on an order to see every visit before the purchase, where each visit came from and which pages the customer opened.

Open the journey

  1. Find the order in the table. To jump to one order, search for its number as described in How do I find an order by its order number?.
  2. Click Show Journey in the Customer Journey column, at the right end of the row.
  3. A window opens, titled with the order number, for example #1234.

What the window shows

  • When the order is linked to a customer, the first line says how many orders they have placed and how much they spent in total, for example 3 orders and 420$ total spent by customer.
  • Under it is a timeline. It starts with the date and time of the order and a green paid icon.
  • Below the order come the visits that led up to it, newest first. Each visit shows its date and time in your store's time zone and where the customer came from: an ad, an email, a search engine, another website or a direct visit.
  • Visits whose source is your own store or a checkout page are left out.
  • Direct visits are listed here, which is one reason the window can look different from the First Touch and Last Touch columns. See Why does an order show Direct, Other source or a channel I did not expect?.
  • When TrueROAS has no visits for the order, the timeline only shows the order's date.

Where each visit came from

Each visit shows its source, usually as a logo with a name, such as the name of an email campaign or the ID or name from the link of an ad. A source TrueROAS has no logo for shows its name only.

  • A Meta ad is looked up in your Meta ad account. You see Loading..., then the campaign and ad set above the ad's name. If the ad cannot be found, for example because Meta is not connected, you see its ID or the names from the tracking in the ad's link. Click it to look it up again.
  • When Google Ads is connected, TrueROAS looks up the name of a Google Ads campaign. Otherwise the visit shows Google Campaign ID and the campaign's number.
  • Hover over Direct, Facebook, Instagram or FB Shopping Campaign for a short explanation. Facebook and Instagram are visits from those platforms where the link the customer clicked had no tracking tags. FB Shopping Campaign reads Someone clicked on an untracked Shopping campaign or your Facebook Shop. Direct explains that these are purchases TrueROAS had trouble attributing and asks you to check the tracking parameters on your ads in UTM Manager. Attribution is how TrueROAS decides which ad or channel gets credit for a sale.

If many visits show as Direct, Facebook or Instagram, see What is Organic & Unassigned and what do its rows mean? and Why do sales from my ads show as untracked or organic?.

See the pages the customer opened

  1. Click Show customer navigation under a visit.
  2. Under Page Navigation you see the pages the customer opened during that visit, newest first, each with its date and time.
  3. Addresses are shortened, without https:// and without anything after a question mark. Hover over an address to see it in full.

Thank-you pages are left out. If TrueROAS has no pages for the visit, the button disappears when you click it.

Close the window

Click the X in the top right corner, press Esc or click outside the window. On a phone the window fills the screen.

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