What is the Customer Journey?

ADVP Customer JourneyThe idea of the customer journey as it pertains to social media metrics probably sounds really complicated, but it doesn’t have to be. Breaking down the customer journey into easy-to-understand summaries and metrics can help you translate your business goals into social media strategies. This is the key to ensuring that your business is reaching the right audience and engaging them in the best ways so your business’s online presence can grow exponentially.


Awareness metrics measure your audience and potential audience. The key measurement for this stage of the customer journey is the number of visitors. This can be traffic going to your website or any of your social media platforms. Other metrics that reflect awareness are impressions, reach, and views.


This is the stage of the customer journey where they are determining whether or not they want to become a customer of your business. The key metrics of this stage are engagement, clicks, and click-through rates (CTR). Audience members that are engaging with your content are either customers already or in the consideration phase and have not yet committed to being a customer.


This phase is where a potential customer becomes a customer. Your key metrics for this phase are leads, conversion rate, sales, cost per lead (CPL), and cost per conversion. The last two metrics will give you an idea of how much it costs you to convert each potential customer into a customer.


This is considered the most important phase of the customer journey. Happy customers will continue supporting your business as long as they stay happy. The key metrics for customer loyalty are unsurprisingly customer loyalty, customer satisfaction, feedback, issue requests, NetPromoterScore (NPS), and customer lifetime value (CLV). Monitoring these metrics helps you determine what keeps your customers loyal to your brand.


The ambassador phase of the customer journey happens when a customer informs others of your brand through word-of-mouth. The key metric in this phase is referrals. Knowing how often you are being referred to others through mentions and shares will help you determine your reach beyond your immediate audience.

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