Overview
Journey Paths is a new feature fully integrated into the Marketing Channels View. It helps you instantly explore how each channel contributes to customer journeys, not just as first or last touchpoints, but across the entire path to conversion.
With a single click, you can:
See how many journeys your channel touched, split into view and click journeys.
Deep-dive into click journeys to validate hypotheses about channel roles and synergies.
Use AI-powered analysis prompts to better understand touch, tell, and sell stages.
This feature makes it easier to understand not only if a channel drives conversions, but also how it contributes across the funnel.
Important Notes
One-touch journeys appear more frequently. Longer journeys are harder to group because they scatter across many possible paths.
Across industries, a common pattern emerges:
Many short journeys (from customers already ready to buy — about 5% of category buyers).
Fewer, longer journeys (from more indecisive users who need multiple touchpoints).
The average journey length differs by category, depending on how long indecisive users take to convert.
How to Use the Feature
Go to Marketing Channels View in Kickbite.
Click on Journey Paths.
3. Export the file for the channel you want to analyze.
4. Click the “How to Analyze” tooltip → copy the provided AI prompt.
5 . Open your favorite AI tool, paste the prompt along with the exported file.
6. Review the structured output (like the YouTube example below).
Example: Journeys with YouTube (real case)
Here’s an example of what you can discover using Journey Paths with AI analysis prompts:
1. Days to Conversion
Average (mean): 310 days
Median (Q2): 273 days
Sample size: 1,328 journeys
👉 Journeys with YouTube are long — often over 9 months to conversion.
2. Position in the Journey
First touch (“Touch”): 23%
Middle (“Tell”): 74%
Last touch (“Sell”): 3%
👉 YouTube is rarely a closer. It’s a mid-journey channel that informs and nurtures.
3. Channel Influence
Flows out of YouTube to: Performance Max, Direct, Branded Paid Search
👉 YouTube often acts as a bridge between awareness and performance-driven channels.
✅ Overall Insight: YouTube is not about closing conversions but about reinforcing and educating customers during long journeys.
Why It Matters
Understand channel roles (Touch, Tell, Sell).
See synergies between channels.
Validate whether channels are openers, bridges, or closers in customer journeys.
Improve media allocation by focusing on how channels truly support conversions.
✉️ We’d love your feedback!
Tried Journey Paths? Share your experience with us — your input helps us keep improving the feature.