Understanding customer behavior is essential for businesses seeking to improve user experience and conversions. Adobe Customer Journey Analytics (CJA) offers insights into how customers interact with brands across multiple touchpoints. Below is a glossary of over 75 key CJA metrics, categorized from A-Z, to help you measure, analyze, and optimize every stage of your customer journey.
Customer Journey Analytics Metrics Glossary (A-Z)
A
1. Abandonment Rate
The percentage of users who start but do not complete a process, such as filling out a form or making a purchase.
2. Acquisition Cost
The cost incurred to acquire a new customer, including marketing and sales expenses.
3. Active Users
The number of unique users interacting with your website or app during a specified period, such as daily (DAU), weekly (WAU), or monthly (MAU).
4. Attribution Model
A framework that assigns credit for conversions across multiple touchpoints in the customer journey (e.g., first-touch, last-touch, or multi-touch attribution).
B
5. Bounce Rate
The percentage of visitors who leave your site after viewing only one page, without any further interaction.
6. Behavioral Flow
A visual representation of the paths users take through your site or app, highlighting the common routes they follow.
7. Buyer Journey Time
The average time it takes a customer to move from the first interaction to making a purchase.
8. Brand Loyalty Rate
The percentage of customers who repeatedly choose your brand over competitors.
C
9. Conversion Rate
The percentage of users who complete a desired action, such as making a purchase or filling out a form, divided by the total number of visitors.
10. Customer Lifetime Value (CLTV)
The total revenue a business can expect from a customer over the course of their relationship.
11. Churn Rate
The percentage of customers who stop using your product or service within a given period.
12. Click-Through Rate (CTR)
The ratio of users who click on a link (ad, email, etc.) compared to the total number of impressions.
13. Customer Satisfaction (CSAT) Score
A metric that measures customer happiness, often collected through post-interaction surveys.
14. Customer Effort Score (CES)
Measures the ease with which customers can accomplish tasks on your site, such as making a purchase or getting help.
15. Cost Per Acquisition (CPA)
The cost of acquiring one customer through paid marketing efforts.
D
16. Drop-off Rate
The percentage of users who leave a process without completing it, such as abandoning a sign-up or checkout flow.
17. Daily Active Users (DAU)
The number of unique users engaging with your product or service on a daily basis.
18. Data Stitching
The process of combining data from different sources (e.g., web, app, and offline) to get a holistic view of the customer journey.
19. Dwell Time
The amount of time a user spends on a page before returning to the search results, indicating the relevance of your content.
E
20. Engagement Rate
The proportion of users who interact with your content, such as clicks, shares, or comments, relative to the total number of visitors.
21. Exit Rate
22. Event Tracking
The percentage of visitors who leave your website from a specific page, which may indicate areas for improvement in user experience.
Measures specific user actions (like clicks, form submissions, or video views) to provide insights into engagement.
23. Email Open Rate
The percentage of email recipients who open a specific email campaign.
24. Email Click-Through Rate
The percentage of recipients who clicked on one or more links in an email.
F
25. Funnel Conversion Rate
Tracks how many users complete each step of a conversion funnel, such as from product view to checkout.
26. First-Touch Attribution
An attribution model that gives full credit to the first touchpoint a customer interacts with before converting.
27. Form Abandonment Rate
The percentage of users who start filling out a form but do not complete it.
28. Frequency
The average number of times a user is exposed to your content, ad, or email over a certain period.
G
29. Goal Conversion Rate
The percentage of visitors who complete a specific goal, such as signing up for a newsletter or completing a purchase.
30. Gross Merchandise Value (GMV)
The total sales value of goods sold through a platform, often used in eCommerce to track revenue.
31. Geo-Location Tracking
Measures the geographic locations of visitors, helping businesses tailor experiences based on location.
H
32. Heatmap
A visual representation of user interaction, showing where visitors click, scroll, and hover on a webpage.
33. Hurdle Rate
The minimum acceptable performance for a metric, often used in A/B testing to define success.
34. Hub-and-Spoke Model
A customer journey model where users interact with a central page (hub) and navigate to related content (spokes).
I
35. Impression Share
The percentage of impressions your content or ad receives compared to the total available impressions for a given keyword or campaign.
36. Incrementality
The measurement of how much an action (such as a marketing campaign) contributes to a conversion or sale, beyond what would have occurred without it.
37. Interaction Rate
The percentage of users who interact with a given element on your site, such as a CTA button or video.
38. Inactivity Rate
The percentage of users who stop engaging with your site or app after a certain period of time.
J
39. Journey Mapping
A visualization of the customer journey, showing all touchpoints and interactions from initial engagement to conversion.
40. Journey Time
The average time it takes for a customer to complete a journey, from the first interaction to conversion.
K
41. Key Performance Indicators (KPIs)
Specific, measurable values used to track the success of an organization’s objectives, such as sales growth, churn rate, or engagement metrics.
42. Knowledge Base Usage
Tracks how frequently customers engage with self-service resources, like FAQs, tutorials, or help articles.
L
43. Lead Conversion Rate
The percentage of leads that convert into paying customers over a specified period.
44. Lifetime Value (LTV)
The total expected revenue from a customer over their entire relationship with your company.
45. Lagging Indicators
Metrics that reflect the outcomes of past actions, such as customer satisfaction or revenue growth.
M
46. Multi-Touch Attribution
A model that assigns credit to multiple touchpoints in a customer’s journey, showing how different interactions influence a conversion.
47. Monthly Active Users (MAU)
The number of unique users who engage with your product or service on a monthly basis.
48. Micro-Conversions
Smaller, incremental actions users take before a main conversion, such as viewing a product page or adding an item to the cart.
N
49. Net Promoter Score (NPS)
A metric that measures customer loyalty by asking how likely they are to recommend your brand to others.
50. New vs. Returning Visitors
Compares the percentage of first-time visitors to returning visitors on your site or app.
51. Navigation Path
The sequence of pages a user visits during their session, providing insights into how they navigate your site.
O
52. Onboarding Completion Rate
The percentage of new users who successfully complete the onboarding process in an app or service.
53. Organic Traffic
The number of visitors who reach your site through unpaid search engine results.
54. Outbound Link Clicks
Tracks how many users click on external links that take them away from your site.
P
55. Page Views
The total number of times a page is viewed by visitors, indicating content popularity.
56. Path Analysis
A technique for understanding the most common sequences of actions taken by users on a website or app.
57. Purchase Frequency
The average number of purchases made by a customer over a set period.
58. Pixel Tracking
Uses a small piece of code to track user behavior, such as clicks, conversions, and actions on a website.
Q
59. Query Success Rate
The percentage of successful searches performed by users, showing the effectiveness of search functionality on your site.
60. Qualitative Feedback
Customer insights collected through surveys, interviews, or reviews, providing context behind user behavior.
R
61. Retention Rate
The percentage of customers who continue to use your product or service over a set period of time.
62. Recency Metrics
Measures how recently a user interacted with your brand, indicating potential for re-engagement.
63. Revenue Per User (RPU)
The average revenue generated from each user over a specific period.
64. Referral Traffic
Visitors who arrive at your site through links from other websites.
S
65. Session Duration
The total amount of time a user spends in a single session, often used to measure engagement levels.
66. Social Share Rate
The percentage of users who share your content across social media platforms.
67. Scroll Depth
Tracks how far down a page a visitor scrolls, helping to gauge content engagement.
68. Segment Performance
Analyzes the performance of different user segments, such as new vs. returning visitors or mobile vs. desktop users.
T
69. Touchpoint
Any interaction between a customer and your brand, whether online or offline, that contributes to their overall experience.
70. Time to Conversion
The average time taken by a user to complete a conversion after the first interaction with your brand.
71. Task Completion Rate
The percentage of users who successfully complete a specific task, such as signing up for a newsletter.
U
72. User Flow
A visual representation of the paths users take through your site, highlighting the most common actions and pages.
73. Upsell Rate
The percentage of customers who purchase a more expensive product or additional features during the buying process.
V
74. Visitor Segmentation
Categorizing visitors based on shared characteristics, such as demographics, behavior, or source, for personalized analysis.
75. Visit Frequency
The number of times a user returns to your website within a given time frame.
76. Value Per Visit
The average amount of revenue generated per visit to your site.
W
77. Website Traffic
The total number of visits to your website over a given period, an essential metric for understanding visibility.
78. Workflow Completion Rate
The percentage of users who complete a multi-step process on your site, such as a checkout or registration workflow.
Z
79. Zero-Party Data
Data that a customer voluntarily and proactively shares with a brand, such as preferences, purchase intentions, and personal context.
This list provides a solid foundation of metrics for tracking customer journeys, allowing you to analyze, optimize, and improve customer experiences across all touchpoints.
Conclusion
In the ever-evolving landscape of customer journey analytics, understanding key metrics is essential for optimizing user experiences and driving business growth. The metrics outlined in this Customer Journey Analytics Metrics Glossary provide valuable insights into user behavior, engagement, and conversion strategies. By effectively analyzing these CJA metrics, businesses can identify pain points, streamline processes, and enhance customer satisfaction.
For those seeking more comprehensive insights, the Adobe CJA Glossary is an excellent resource for exploring specific metrics related to Adobe’s customer journey analytics tools.
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