Mapping Success: Mastering the Art of Customer Journey Tracking

Your customer’s experience doesn’t start or end in one place.

It’s not just a website visit, an ad click, or an in-store purchase—it’s the sum of all their interactions with your brand.

But here’s the challenge: most businesses only track pieces of that journey.

If you’re missing the full picture, you’re making decisions in the dark.

Let’s break down how tracking both digital and in-store behaviours can revolutionise your business.

Why Customer Journey Mapping Matters

Here’s the reality: 32% of all customers would stop doing business with a brand they loved after one bad experience [1].

That’s a massive risk if you’re only focusing on part of their journey.

Mapping helps you understand exactly where things go wrong—and where things go right—so you can make smarter decisions and prevent churn.

Think of it like this:

• If you’re only tracking clicks and conversions online, you might miss the fact that long in-store queues are turning customers away.
• Or maybe your store has excellent footfall, but visitors drop off before making a purchase. Why? Poor product placement? An unclear offer?

Without connecting online and offline data, you’re guessing.

Key Digital Touchpoints to Track

Your digital funnel tells you how customers are discovering, engaging with, and converting through your brand online.

Here’s what you should focus on:

1. Website Sessions/Engagement: Track entry points and popular pages to understand what’s drawing attention—and what’s not, as well as where visitors are engaging.
2. Email/WhatsApp Engagement: Track open rates, click-throughs, and CTA clicks to see what drives action.
3. Ad Engagements and Social Interactions: Measure impressions, reactions, comments, and clicks to gauge what resonates.

These touchpoints give you critical insights into how your content is performing and where customers may be dropping off.

Set up tools like Google Analytics, Amplitude, Sleekflow, ActiveCampaign, Markopolo or others to track these insights.

Key In-Store Touchpoints to Track

Online insights are powerful—but what happens in your physical store?

These in-store behaviours can tell a different story:

1. Footfall Analytics: How many customers are walking in? What time of day do you see the most traffic?
2. Point of Sale (POS) Trends: What are your top-performing SKUs? Is there a specific product that customers always bundle together?
3. Queue Analysis: Are long wait times driving customers away? Research shows that 86% of customers will leave a store if the line is too long [2].

By tracking these moments, you can refine your in-store strategy and create a seamless journey.

Looking for an affordable in-store analytics tool? Look no further than BrickandMortar.ai

Bridging Online and Offline Data

The real magic? Connecting the dots between online and offline behaviour.

Here’s how leading brands do it:

?? QR Codes for Seamless Connections: In-store QR codes can link customers to exclusive digital offers or product pages, helping you track their digital engagement after a visit.

?? Loyalty Apps for Unified Insights: Starbucks’ app connects online preferences with in-store purchases, allowing them to personalise offers and improve both digital and in-store experiences [3].

By unifying your data streams, you gain a 360° view of your customer—and the ability to refine their experience at every touchpoint.

Pro Tip: Why Context Matters

Your customer journey map isn’t static—it evolves.

For example:

• If your online ads are driving traffic but your in-store visits remain low, consider running an exclusive in-store promotion for online users.
• If your in-store visits spike during weekends but online traffic dips, experiment with time-sensitive digital offers to drive weekday engagement.

This approach isn’t just about tracking—it’s about connecting insights to actions.

Final Thoughts

Your customers don’t see “online” or “offline.”

They see your brand.

And if you’re not tracking their full experience, you’re missing opportunities to create meaningful connections.

The businesses that win are the ones that know how to map, measure, and optimise every touchpoint.

Want to start mapping your customer journey today?

?? Download a free 'Customer Journey Tracker Template' to get started!

Sources

1. Experience is everything: Here’s how to get it right - PwC
2. Customer Wait Times and Why They Matter | FasterLines
3. Starbucks Loyalty Program Case Study - Beans