Journey Analytics ships with Marketing Cloud Engagement. Configuration focuses on goals, attribution, and dashboard design.
- Define the journey goal
In Journey Builder, set the journey''s goal explicitly. Without a goal, Journey Analytics cannot attribute conversions.
- Configure attribution model
Pick first-touch, last-touch, or multi-touch attribution. The choice shapes how credit flows to each step.
- Activate Journey Analytics
Open the Journey Analytics tab inside Marketing Cloud. Confirm the journey is being tracked.
- Build the dashboard view
Surface the per-step metrics, the drop-off chart, and the goal-completion funnel. Pin to the marketing team''s home view.
- Set alerts on drop-off thresholds
Configure alerts when drop-off at a step exceeds a baseline. Alerts route to the marketer responsible for that journey.
- Connect to Marketing Cloud Intelligence
Feed the journey data into MCI for executive dashboards combining journey performance with broader marketing analytics.
- Without a defined journey goal, attribution analytics show nothing useful. Define the goal before launching the journey.
- Real-time and batch metrics have different lags. Treat real-time as send-confirmation and batch as engagement-confirmation; do not conflate.
- Cross-journey comparison requires consistent goal definitions. Journeys with different goals are not directly comparable on conversion rate.
- Marketing Cloud Intelligence integration is licensed separately. Confirm the contract before designing executive dashboards on the assumption it exists.