The 8 Best Customer Journey Tracking Tools for Successful Touchpoints
Katharina Van Hoeylandt5/28/2024
We explain to you why customer journey tracking is important and which tools can help you!
Table of contents
- Why is Customer Journey Tracking so important?
- .
- digital marketing strategies
- interested person or customer decides on a product or a service.
- We will now introduce you to the tools with which you can best carry out your customer-journey-tracking.
- and choose the most suitable customer journey tracking tool using verified user experiences and reviews.
The user and purchasing behavior of your customers cannot be easily recognized online as it is offline in a physical store where you can actually see your customers. However, in order to generate online conversions and sales for your business, it is also necessary to find out here how the users and your potential customers behave on your website or in your online shop. Because only with this knowledge are you able to make improvements for the different touchpoints. But how do you find out about user behavior?
The answer is: with customer journey tracking tools.
You will find out exactly what this means for you in this article.
Recommended web analytics software
On our comparison platform OMR Reviews you can find more recommended web analytics software. We present over 60 solutions that are specifically tailored to the needs of web analytics professionals, companies and online marketing specialists. This web analytics software offers comprehensive support in all aspects of data analysis and website optimization. Take this opportunity to compare the different software solutions, drawing on authentic and verified user reviews:
Why is Customer Journey Tracking so important?
Do you want to buy a pig in a poke? Probably not! From the first contact to the final purchase of a product or item, it is often a long journey for customers to make specific buying decisions. The so-called Customer Journey or
Customer Journey is therefore very crucial for many companies to optimally communicate their products or services to their potential customers and ultimately bring them to purchase.With the right customer journey tracking and matching customer journey tracking tools, you can track the entire path of your customers along with all their touchpoints and derive your next strategies in the Marketing Funnel, in order to act even closer to the customers and work according to the principle of
Customer Centricity
.
The more precisely you know each individual touchpoint of your customers and know how important it is on the customer journey, the more efficient and data-supported you can place and play out your advertising.Goals of customer journey trackingThe customer journey of customers is very individual and usually very broad. Possible touchpoints include your newsletter, your Social media channels, your website, search engines via
SEO texts, and many more. Each of these touchpoints is captured by different systems and stored in different data formats.The goal of customer journey tracking is therefore to structure all touchpoints, to centralize them, and to derive
digital marketing strategies
, from them. However, this is only possible if all relevant points of contact and online and offline channels are bundled by one system.What is the difference between customer journey tracking and customer journey mapping?While customer journey tracking deals with the technical recording of individual touchpoints,
Customer Journey Mapping serves to visualize these data. In customer journey mapping, the focus is particularly on the AIDA advertising impact model in order to link the individual touchpoints to the phases of the marketing funnel.The abbreviation "AIDA" stands for the terms Attention, Interest, Desire, and Action and marks four individual stages that are passed through before a
interested person or customer decides on a product or a service.
In 4 steps to successful customer journey tracking
In order to be able to successfully track the customer journey, it is very important to properly handle all relevant touchpoints and the resulting data for all further steps.
- This shows you the four steps through which you can carry out your customer journey tracking:Bundling/consolidating data: First of all, it is very important to determine where possible touchpoints are located and then to store them in a central location. To do this, you should use a customer journey tracking tool that can import all of your online and offline channel advertising campaigns via an interface. If you have advertising channels that do not have an interface, you can also transfer them to your chosen tracking system via a CSV import. In addition, you should also integrate so-called Onsite Pixels on all pages of your website in order to automatically record all visitor data and update/set cookies. The onsite pixel represents a tracking code that you can easily integrate on your website using a WordPress Cookie Plugin
- . But be sure to set it up in a data protection-compliant manner.Define Conversions: To make sure you can read from the data you have collected whether a purchase has been made, you must integrate so-called conversion pixels on your website. These conversion pixels are necessary to fully track the customer journey and not just the individual visit of the interested party
- . A conversion does not always have to be a purchase and can also just be the calling up of a product page or signing up for the newsletter. The more precisely you define the possible conversions here, the more targeted you are in retargeting and conversion optimization later on.Recording all information about user behavior:
- After you have now completed the preparation of the Customer Journey Tracking, you can start recording all the data on user behavior. To do this, the customer journey tracking tool immediately receives a series of parameters through the respective target URL. This allows all interactions with your marketing measures to be bundled and clustered in the system.Evaluation using an attribution model: To be able to draw conclusions from the collected data on user behavior, customer journey tracking tools assist you in visually preparing it in automated dashboards and reports. This allows you to segment your users directly, e.g., by target groups. The attribution models
contained in them show not only the performance of the individual channels but also the efficiency of the various touchpoints. This way you can evaluate reached conversions and leads and redistribute your marketing budgets for the individual advertising channels.
As you can see, it is very important to lay a solid technical groundwork using a customer journey tracking tool. This will help you later on to plan your budgets and campaigns effectively and to be able to read and evaluate your performance in great detail.
We will now introduce you to the tools with which you can best carry out your customer-journey-tracking.
The 8 best Customer-Journey-Tracking-Tools on OMR Reviews
SalesViewer®
Google Analytics
Hotjar
Adobe Analytics
Contentsquare
Piwik PRO Analytics Suite
Albacross
TracifyThese eight providers of customer journey tracking tools are the most popular tools on our OMR Reviews platform, based on the verified customer reviews and experiences of our community (the OMR score), to track all possible touchpoints of your users with your website or your online shop:
1. SalesViewer® SalesViewer®SalesViewer® advertises to decode your anonymous website visitors and to always remain GDPR compliant. With
you can identify potential new customers on your website and qualify their needs based on the touchpoints to address them in the next step of the customer journey.
Because with SalesViewer® you can see which of your web pages the potential customers have visited and where they are currently on their individual customer journey. This allows you to draw conclusions about which offers you can best reach and pick them up with.
SalesViewer functions:
- SalesViewer® is a powerful tool that supports you in your work. These are some functions that SalesViewer® has to offer:
- Dynamic Content
- Search Tracking & Optimization
- Segmentation
- Lead Nurturing
- Marketing-Lead-Database
- Lead Scoring & Grading
- Reportings & Campaign Analyses
Various integrations (e.g. CRM-Lead-Integration, Event-Tracking-API)
SalesViewer costs:
SalesViewer® offers its customers different price packages. To get to know the tool, you can take advantage of a 14-day free trial. If you like SalesViewer®, you can choose between the Pro, Premium, and Individual 750 price packages. These cost 99 euros, 299 euros, or 399 euros per month - depending on the number of company recognitions and the number of domains. You can find more information about SalesViewer® prices
on our pricing page.
SalesViewer alternatives:On OMR Reviews you can find an overview of the alternatives to SalesViewer®
and choose the most suitable customer journey tracking tool using verified user experiences and reviews.
2. Google Analytics (GA4) Google AnalyticsAnyone who deals with web analytics on a daily basis probably won't be able to avoid or in short GA4. According to its own statements, the basic version of the free tracking tool allows company data to be analyzed centrally, performances of marketing activities, content
and own products to be measured, and thus to make "better" decisions for the customer journey.
Website operators can view important statistics and key figures. With the help of a tracking code from Google Analytics, which is inserted into the head area of one's own website, user data can be targeted.
- Google Analytics features:Multiple-target group definitions can be created (e.g. useful for Retargeting
- )
- Analysis of website visitors
- Analysis of user behavior
- Analysis of the different channels bringing website trafficSetup of
- conversion tracking
Website access is displayed in real time
Google Analytics cost:Google Analytics is basically a free web analytics tool
, which, according to its own statements, is well suited with all functions for sole proprietorship as well as for small and medium-sized businesses. For larger companies who want even more, there is the fee-based Analytics 360, which is billed as a monthly subscription. Basically, we think that the free Google Analytics version is completely sufficient for you. Those who want to compare Google Analytics and Google Analytics 360
can do this here.More about the prices of Google Analytics
and the associated user reviews can be found on the product profile on OMR Reviews.
Google Analytics alternatives:On OMR Reviews, you can find an overview of the alternatives to Google Analytics
and choose the most suitable customer journey tracking tool using verified user experiences and reviews.
3. Hotjar
Hotjar describes itself as "the leading solution for businesses selling online and their marketing, analytics, UX, and CRO teams who want to better understand user behavior and next collect their feedback." HotjarIn
's offer are, among other things, heatmaps, on-page polls (pop-ups), and surveys to be able to track the touchpoints along the customer journey.
- Hotjar functionalities:
- Heatmaps
- Data segmentation
- Session Replays
- Conversion Tracking
Analysis of user behavior
can be found on our OMR Reviews platform.
Hotjar alternatives:On OMR Reviews, you can find an overview of the Hotjar alternatives
and select the most suitable customer journey tracking tool using verified user experiences and reviews.
4. Adobe Analytics
As part of the Adobe Experience Cloud, Adobe offers a comprehensive customer journey tracking tool with Adobe Analytics. The goal of the software is to get a better understanding of the customer journey of the users on your website. Adobe AnalyticsFor this purpose,
analyzes the online and offline behavior of your target group. By integrating real-time data analysis and detailed segmentations, qualitative information about target groups can be easily determined.
- Adobe Analytics features:
- Analysis of the different channels that bring website traffic
- Customer lifecycle analyses
- Cross-channel marketing analyses
- Conversion tracking and detailed product performance reports
- Creation of different segments
Rule-based and algorithmic attribution models
Adobe Analytics cost:
Adobe Analytics is available in three versions: Select, Prime, and Ultimate. Prices and a demo can be requested via the Adobe website.More about the prices of Adobe Analytics
and the associated user ratings can be found on the product profile on OMR Reviews.
Adobe Analytics alternatives:On OMR Reviews, you can find an overview of the Adobe Analytics alternatives
and select the most suitable customer journey tracking tool using verified user experiences and reviews.
5. Contentsquare ContentsquareThe provider
is a Digital Experience Analytics tool. The platform tracks micro-movements of site visitors, from first entry to their departure, and processes them into metrics and graphics. These should give the site operators meaningful insights about the behaviors of the users and thus create the possibility to optimize the performance of the Customer Journey.
- Contentsquare features:
- Target group segmentationComparison functions for segmentation and
- A/B tests
- Automatic dashboards for customer journey
- Conversion trackingMicro-optimization of User Experience (UX)
- and User Interface (UI) of your website
- Data-rich heatmaps
- 360-degree view of user behavior
Session Recordings
Contentsquare cost:The Contentsquare pricing model
is based on the monthly number of page views of your website or sessions in your mobile app. You can request a free demo version as well as individual offers directly from Contentsquare.
Contentsquare alternatives:On OMR Reviews, you can find an overview of the Contentsquare alternatives
and choose the most suitable customer journey tracking tool using verified user experiences and reviews.
6. Tracify.ai
The provider Tracify.ai offers an AI tracking tool with which you can track your website visitors GDPR compliant - without invading their privacy. In addition, Tracify.ai is hosted in Germany. TracifyThe tracking is possible for cross-device, cross-domain, and cross-session, so that you with
receive a completely transparent customer journey of your website visitors. This means that you can attribute your conversion to the touchpoints of your users via Facebook, Instagram, TikTok, Google Ads, Newsletter & Co. and thus understand where your sales potential is hidden.
- Tracify.ai functions:
- Multichannel tracking and attribution
- Detailed reportings & dashboards WooCommerceVarious possibilities for integrations (e.g. with Shopify, Klaviyo, , Contentful, Sanity, Outbrain, Taboola, Google Ads,
, Meta, Pinterest, TikTok)
Tracify.ai costs:A demo version is available from the Tracify.ai website to get to know the tool better. Otherwise, the pricing for Tracify.ai
is based on the amount of your monthly multichannel budget. The prices start from 500€ per month and there is a one-time setup fee of 500€.
Tracify.ai alternatives:On OMR Reviews, you can find an overview of the alternatives to Tracify.ai
and select the most suitable customer journey tracking tool using verified user experiences and reviews.
7. Piwik PRO Analytics Suite
The Piwik PRO Analytics Suite describes itself as "the perfect data protection-compliant alternative to Google Analytics" with a focus on user privacy and data security. This should allow a better customer journey, optimize customer service and advice, and keep data safe. Piwik PRO Analytics SuiteIn addition, the
provides various reports on the customer journey and is especially suitable for comparing user data.
- Functions of the Piwik PRO Analytics Suite:
- User data comparison
- Live traffic function
- Creation of segments by filter and setting functions
- GDPR-compliant analysis
- Reports on target group, attribution, and behavior
- Multi-channel attribution reports
Individual funnel creation
Cost of the Piwik PRO Analytics Suite:The Piwik PRO Analytics Suite offers two variants: the free "Core Plan" and an individualized "Enterprise Plan". Both versions can be requested directly for free on the website. More about the Piwik Pro prices
can be found on our pricing page.
Alternatives to the Piwik PRO Analytics Suite:On OMR Reviews, you can find an overview of the Piwik-Pro-Analytics-Suite alternatives
and choose the most suitable customer journey tracking tool using verified user experiences and reviews.
8. Albacross AlbacrossWith
you can reveal the purchase journey of your potential customers and uncover purchase intentions from early-stage awareness to later decision-phase. The effectiveness can be increased in sales to identify purchase intentions as well as to estimate purchasing readiness. In addition, target group-specific content can be played out.
- Albacross features:
- Real-time data acquisition
- Target group segmentation
- Visitor identification
- GDPR-compliant analysis
- Analysis of the different channels
- Analysis of user behavior
Engagement tracking
Albacross cost:
Albacross is available on a monthly subscription basis. More precise information about the prices for the tool can be requested via the website as well as a free demo.More about the prices of Albacross
and the associated user reviews can be found on the product profile on OMR Reviews.
Albacross alternatives:On OMR Reviews, you can find an overview of the Albacross alternatives
and choose the most suitable customer journey tracking tool using verified user experiences and reviews.
Other Customer Journey Tracking Tools on OMR ReviewsOn OMR Reviews, you can find more web analytics tools and visitor identification software
with which you can implement your customer journey tracking. We present to you various analysis tools with which you can evaluate your customer data to optimize your marketing campaigns.
Author
Katharina Van Hoeylandt
