Adobe has introduced Journey Canvas, a significant innovation for creating detailed pathing and funnel visualizations. Currently in the Limited Testing phase, Journey Canvas allows users to analyze and gain insights into user journeys by defining or viewing journeys, and observing how users progress or drop off.
Key Features
- Deep Analysis: Provides insights into complex user journeys, including fallout and fallthrough.
- Visualization Canvas: Maps and visualizes entry points, nodes, and paths.
- Drag-and-Drop: Easily add and reposition nodes.
- Integration with Journey Optimizer: Build analyses within Journey Canvas or automatically from Journey Optimizer.
Potential Insights
- Fallthrough: Tracks the number and percentage of users completing the journey or arriving at specific nodes.
- Fallout: Identifies where users drop off in the journey.
- Additional Data: Provides detailed breakdowns for any node in the journey.
Comparison with Fallout Visualizations
Journey Canvas and Fallout visualizations both track user progress and drop-off but differ in complexity and features:
- Linear Journeys: Both support linear journeys.
- Non-linear Journeys: Only Journey Canvas supports multiple entry points and paths.
- Metrics: Journey Canvas supports any metric, while Fallout visualizations are limited to Session or User metrics.
Choosing the Right Visualization
- Use Fallout visualizations for simple, linear journeys.
- Use Journey Canvas for complex journeys with multiple paths or those created in Journey Optimizer.
Analyzing Journey Optimizer Journeys
Journey Canvas offers deeper insights and more flexibility than Journey Optimizer alone. It allows:
- Creation of events using any dimensions, metrics, filters, or date ranges.
- Custom audience creation.
- Detailed analysis of fallthrough and fallout.
- Combination, connection, renaming, and deletion of events.
Synchronization and Modifications
- Data syncs one-way from Journey Optimizer to Journey Canvas.
- Modifications in Journey Canvas are not reflected back in Journey Optimizer.
- Significant modifications in Journey Canvas can affect data processing, feature availability, and synchronization.
Terminology Differences
- Event: In Journey Canvas, it refers to standard metrics like revenue or leads, while in Journey Optimizer, it triggers a personalized journey.
Building Analyses
Journey Canvas allows building analyses using any dimensions or metrics available in Analysis Workspace or analyzing journeys created in Journey Optimizer.
For more detailed information, users can refer to Adobe's Customer Journey Analytics documentation.
