Journeys

vs. previous 30 days

Avg. Touchpoints

2.2

before purchase

Avg. Time to Convert

7.5 days

from first touch

Multi-Touch Orders

78.6%

involve 2+ channels

Top Introducer

Meta Ads

40.6% of first touches

Top Conversion Paths

Example orders matching this path

ORD-10654$114.70
24 Feb, 08:57 -> 24 Feb, 09:29Meta AdsOnly touch

Time on site: 31 min

/collections/new-arrivals -> /collections/bestsellers -> /products/daily-spf -> /products/hydra-moisturizer -> / -> /cart

Begin checkoutView cartAdd to cart
24 Feb, 12:13Purchase$114.70#10654
ORD-10645$145.20
24 Feb, 07:43 -> 24 Feb, 07:55Meta AdsOnly touch

Time on site: 12 min

/collections/summer -> /products/hydra-moisturizer -> /pages/about -> /pages/our-story -> /checkout

Add to cartView cartBegin checkout
24 Feb, 08:08Purchase$145.20#10645
ORD-10629$45.31
23 Feb, 12:34 -> 23 Feb, 12:49Meta AdsOnly touch

Time on site: 15 min

/collections/summer -> / -> /products/hydra-moisturizer -> /products/glow-serum -> /cart -> /checkout

Begin checkoutAdd to cartView cart
23 Feb, 13:08Purchase$45.31#10629

Example orders matching this path

ORD-10644$113.63
11 Feb, 14:07 -> 11 Feb, 14:22Meta AdsFirst touch

Time on site: 15 min

/collections/new-arrivals -> /products/hydra-moisturizer

Begin checkoutAdd to cart
Returned after 12 days
24 Feb, 07:38 -> 24 Feb, 07:44DirectLast touch

Time on site: 6 min

/products/hydra-moisturizer -> /pages/about -> /cart

Add to cartBegin checkoutView cart
24 Feb, 21:58Purchase$113.63#10644
ORD-10659$153.66
18 Feb, 19:52 -> 18 Feb, 20:24Meta AdsFirst touch

Time on site: 32 min

/collections/summer -> /pages/about -> /

Add to cart
Returned after 5 days
24 Feb, 10:23 -> 24 Feb, 10:35DirectLast touch

Time on site: 12 min

/collections/new-arrivals -> / -> /collections/summer -> /checkout

Add to cartView cart
24 Feb, 20:15Purchase$153.66#10659
ORD-10647$55.49
18 Feb, 12:25 -> 18 Feb, 12:43Meta AdsFirst touch

Time on site: 17 min

/products/glow-serum -> /collections/summer -> /products/hydra-moisturizer

Add to cart
Returned after 6 days
24 Feb, 16:29 -> 24 Feb, 17:03DirectLast touch

Time on site: 33 min

/cart -> /products/glow-serum -> /collections/bestsellers -> /checkout

Begin checkoutAdd to cartView cart
24 Feb, 17:30Purchase$55.49#10647

Example orders matching this path

ORD-10649$136.73
19 Feb, 09:59 -> 19 Feb, 10:12TikTok AdsFirst touch

Time on site: 13 min

/cart -> /collections/bestsellers -> /

View cart
Returned after 1 day
21 Feb, 10:09 -> 21 Feb, 10:25Google OrganicAssist

Time on site: 15 min

/products/glow-serum -> /collections/summer -> /pages/our-story

Add to cart
Returned after 3 days
24 Feb, 16:47 -> 24 Feb, 17:20Meta AdsLast touch

Time on site: 32 min

/collections/new-arrivals -> /collections/bestsellers -> / -> /collections/summer -> /cart -> /checkout

View cartAdd to cart
24 Feb, 22:00Purchase$136.73#10649
ORD-10653$125.76
23 Feb, 08:00 -> 23 Feb, 08:24Google OrganicFirst touch

Time on site: 23 min

/products/glow-serum -> /collections/summer

Add to cart
Returned after 13 hours
23 Feb, 22:01 -> 23 Feb, 22:27TikTok AdsAssist

Time on site: 26 min

/products/glow-serum -> /products/hydra-moisturizer

Add to cart
Returned after 16 hours
24 Feb, 14:29 -> 24 Feb, 15:08Meta AdsLast touch

Time on site: 38 min

/products/hydra-moisturizer -> /collections/new-arrivals -> / -> /cart -> /checkout

Add to cartView cart
24 Feb, 21:14Purchase$125.76#10653
ORD-10648$101.85
12 Feb, 08:03 -> 12 Feb, 08:17TikTok AdsFirst touch

Time on site: 14 min

/collections/summer -> /collections/new-arrivals -> /

Begin checkout
Returned after 5 days
18 Feb, 06:58 -> 18 Feb, 07:40Google OrganicAssist

Time on site: 42 min

/

Add to cart
Returned after 5 days
24 Feb, 06:30 -> 24 Feb, 06:35Meta AdsLast touch

Time on site: 4 min

/products/hydra-moisturizer -> / -> /collections/bestsellers

Add to cart
24 Feb, 20:40Purchase$101.85#10648

Example orders matching this path

ORD-10656$137.56
19 Feb, 14:48 -> 19 Feb, 14:56Meta AdsFirst touch

Time on site: 8 min

/

Returned after 2 days
21 Feb, 21:26 -> 21 Feb, 21:34Google OrganicAssist

Time on site: 7 min

/collections/new-arrivals -> /products/hydra-moisturizer -> /collections/summer

Add to cart
Returned after 2 days
24 Feb, 10:02 -> 24 Feb, 10:05DirectLast touch

Time on site: 3 min

/collections/new-arrivals -> /pages/our-story -> /products/hydra-moisturizer -> /cart -> /checkout

Add to cartView cart
24 Feb, 10:07Purchase$137.56#10656
ORD-10642$90.37
15 Feb, 15:56 -> 15 Feb, 16:14Meta AdsFirst touch

Time on site: 17 min

/products/glow-serum -> /products/daily-spf -> /collections/summer -> /products/hydra-moisturizer

Add to cart
Returned after 4 days
19 Feb, 20:58 -> 19 Feb, 21:25Google OrganicAssist

Time on site: 27 min

/products/daily-spf -> /

Add to cart
Returned after 3 days
23 Feb, 14:30 -> 23 Feb, 14:34DirectLast touch

Time on site: 4 min

/pages/about -> /collections/summer

View cart
23 Feb, 14:39Purchase$90.37#10642
ORD-10626$56.33
20 Feb, 09:19 -> 20 Feb, 09:57Meta AdsFirst touch

Time on site: 38 min

/collections/new-arrivals -> /pages/about

Returned after 1 day
21 Feb, 18:17 -> 21 Feb, 18:21Google OrganicAssist

Time on site: 3 min

/products/glow-serum -> / -> /collections/summer -> /collections/new-arrivals

Add to cartView cartBegin checkout
Returned after 1 day
23 Feb, 12:06 -> 23 Feb, 12:14DirectLast touch

Time on site: 7 min

/ -> /products/glow-serum -> /collections/summer -> /products/hydra-moisturizer -> /cart -> /checkout

View cartBegin checkoutAdd to cart
23 Feb, 12:40Purchase$56.33#10626

Example orders matching this path

ORD-10641$164.69
20 Feb, 06:50 -> 20 Feb, 07:13Meta AdsFirst touch

Time on site: 22 min

/products/hydra-moisturizer -> /cart -> /collections/new-arrivals -> /pages/our-story

View cartAdd to cartBegin checkout
Returned after 1 day
21 Feb, 09:04 -> 21 Feb, 09:10Google OrganicAssist

Time on site: 5 min

/pages/our-story -> /collections/summer

Add to cartBegin checkout
Returned after 1 day
23 Feb, 06:11 -> 23 Feb, 06:15Meta AdsLast touch

Time on site: 3 min

/collections/bestsellers -> /pages/our-story -> /collections/summer -> /cart

Add to cartView cart
23 Feb, 10:14Purchase$164.69#10641
ORD-10613$52.05
16 Feb, 11:22 -> 16 Feb, 11:28Meta AdsFirst touch

Time on site: 6 min

/pages/about -> / -> /products/glow-serum -> /products/hydra-moisturizer -> /collections/summer

Add to cart
Returned after 2 days
19 Feb, 09:04 -> 19 Feb, 09:17Google OrganicAssist

Time on site: 13 min

/collections/bestsellers -> /pages/about -> /pages/our-story -> /

View cart
Returned after 3 days
22 Feb, 11:12 -> 22 Feb, 11:30Meta AdsLast touch

Time on site: 17 min

/collections/new-arrivals -> /pages/about -> /cart

View cartAdd to cart
22 Feb, 21:10Purchase$52.05#10613
ORD-10621$111.64
8 Feb, 21:31 -> 8 Feb, 22:11Meta AdsFirst touch

Time on site: 39 min

/ -> /collections/bestsellers -> /collections/summer -> /products/hydra-moisturizer

Add to cartView cart
Returned after 6 days
15 Feb, 17:41 -> 15 Feb, 18:10Google OrganicAssist

Time on site: 29 min

/products/glow-serum -> /products/hydra-moisturizer

Add to cartView cartBegin checkout
Returned after 6 days
22 Feb, 09:31 -> 22 Feb, 09:49Meta AdsLast touch

Time on site: 18 min

/collections/new-arrivals -> /collections/bestsellers -> /products/daily-spf -> /cart -> /checkout

Add to cartBegin checkoutView cart
22 Feb, 19:12Purchase$111.64#10621

Channel Roles

TikTok introduces but rarely closes

TikTok Ads is your #2 introducer (28.4% of first touches) but only closes 2.6% of purchases. Last-click attribution would undervalue this channel by ~11x.

Email converts warm leads from paid channels

Email closes 10.7% of purchases but only introduces 0%. Most email conversions are assisted by prior paid channel touches.

Google Organic is the unsung assist hero

Google Organic appears in the middle of 45.1% of multi-touch journeys — it helps close sales that other channels start, but gets little credit in last-click models.