🔍 Lesson Summary (Intro Section)

Understanding how customers move from discovering your brand to becoming repeat buyers is critical to building a smart measurement plan. In this lesson, you’ll learn to map each stage of the customer journey and identify the events that truly matter at every touchpoint.

🎯 What You’ll Learn

• The 5 stages of the eCommerce customer journey

• How to track user behavior across these stages

• Real examples from WooCommerce and airline sites

• Common mistakes (and how to avoid them)

🧭 The 5 Stages of the Customer Journey

1. Awareness: Where users first encounter your brand (ads, search, referrals)

2. Consideration: Browsing products, reading reviews, exploring pages

3. Purchase: Adding to cart, initiating checkout, completing the order

4. Retention: Returning through emails, promotions, or subscription models

5. Advocacy: Referring others, leaving reviews, becoming brand advocates

🛠 Events to Track per Stage (GA4 Examples)

| Awareness | session_start, source/medium | GA4, UTMs |
| Consideration | view_item, search, scroll | GA4, GTM |
| Purchase | add_to_cart, begin_checkout, purchase | GA4 eCommerce |
| Retention | repeat_purchase, email_click | GA4, CRM |
| Advocacy | review_submit, share, nps_response | GA4, email platforms |

💡 Real-World Examples

WooCommerce Store:

• Instagram ad → PDP view → Add to cart → Checkout

• Email campaign → Second purchase → Shares product on WhatsApp

Airline Website:

• Google search → Destination select → Fare pick → Booking → Trip reminder email

❗ Common Mistakes to Avoid

• Only tracking purchases (and ignoring retention or referrals)

• Tracking too many events with no mapping

• Copying another business’s funnel without adapting to your own

📌 Key Takeaway

A mapped journey is a measurable journey. Align your KPIs and events with each stage of your customer’s experience to get clear, actionable insights.