Back to all glossary articles

Customer journey

A customer journey is the path of interactions a user has across your website or app throughout their relation with your brand. Customer journey covers multiple touchpoints, e.g. social media ad, newsletter, forum, until the user purchases your product or service.

A typical phases of the customer journey:

  • Awareness
  • Acquisition
  • Adoption
  • Advocacy

Learn How web and product analytics improve the customer journey in banking (while also maintaining security and privacy)

Download

More about customer journey on the Piwik PRO blog:

  • Five things every marketer should know about web analytics in 2026

    Web analytics is changing fast. AI is moving from buzzword to actual business impact, privacy rules keep shifting on both sides of the Atlantic, and marketing teams are rethinking their tool stacks. What does this mean for analytics strategy in 2026? We asked industry experts to share their predictions.

  • first party data

    First-party analytics without consent: Your Digital Omnibus compliance guide

    The Digital Omnibus is the European Commission’s simplification initiative to modernize the EU’s digital rulebook and reduce consent fatigue. The framework would enable first-party analytics without consent when specific criteria are met, ending years of uncertainty about the use of legitimate interest for web statistics.

Other definitions

Recent posts from Piwik PRO blog