Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
A user journey is a chronological sequence of touchpoints. A user visits your page within a lookback window and may or may not convert on an event you defined as success.
This definition is technical. The sections below explain customer journeys in more detail.
A user on the web is not the same as a person in the physical world. In the physical world, a user is one person. On the web, a user is typically a browser or device, identified by cookies set in the browser. One real-world user may appear as several online users because they use more than one device to browse the internet and your website.
The user concept is therefore imprecise. Adtriba and other tracking providers try to match different devices and browsers back to one real-world user. To do this, you need a user-specific identifier transmitted when a user is identified on your website. This is normally your unique customer ID or the user's hashed email address. When the user is identified on all devices, Adtriba can match their cookies into one real-world user. This concept is called probabilistic cross-device matching.
Identifying a user across devices is important because a user journey includes all touchpoints. You cannot track all touchpoints if you do not know all of the user's devices.