The Journey Explorer — see the receipt for every conversion
Search by cookie or by email and read the whole path, event by event: the ad click, the pages, the moment they became a person, the purchase. Not a model — the actual sequence.
journey = every event for one identity, in order, with its source
The Journey Explorer answers 'why is this conversion credited to this campaign?' by showing you the events themselves — timestamps, sources, UTMs, the identification, the purchase — rather than a percentage you have to trust.
Every other attribution tool gives you an output. This gives you the input.
Every attribution tool eventually asks you to trust it. GA4 hands you a channel report. Meta hands you a conversion count. Triple Whale hands you a model output with a confidence interval.
None of them will show you the thing itself.
What the explorer actually shows
Type in an email or a cookie id and you get the complete event stream for that identity:
| Time | Source | Event | Detail |
|---|---|---|---|
| Day 0, 14:02 | client | $view |
/?utm_source=facebook&utm_campaign=spring-prospecting&fbclid=IwAR… |
| Day 0, 14:03 | client | $view |
/products/lamp |
| Day 0, 14:05 | client | $click |
add-to-cart |
| Day 4, 09:31 | server | identify |
hello@example.com · via newsletter_popup |
| Day 4, 09:31 | client | $submit |
newsletter-form |
| Day 11, 20:47 | both | purchase |
order_10482 · $129.00 · confirmed client + server |
That is the receipt. First touch was facebook / spring-prospecting. The purchase happened eleven days later, well outside any JavaScript cookie’s lifetime, and it is still credited correctly — because the identity survived on a server-set id and on the email captured on day 4.
Why “both” is the most important word on the page
The purchase row is marked both. That means two independent systems reported the same fact and were merged on a shared key:
- The browser said “a purchase happened, order_10482, $129.00.”
- Your backend said “a purchase happened, order_10482, $129.00, hello@example.com.”
They collapsed into one conversion, with the server’s amount as the authoritative value. If the browser event had been blocked, the row would say server and nothing would be lost. If only the browser reported it, the row would say client — and that is a conversion you should not put in a board deck.
You can see the confidence level of every single conversion, individually. No other attribution tool exposes that.
The argument it ends
The most expensive meeting in performance marketing is the one where the agency’s report and the client’s revenue disagree, and nobody in the room can resolve it. It usually ends in a compromise nobody believes.
The journey ends it in ninety seconds. Open the conversion in question, walk through the timestamps, and the discussion moves from “whose model is right” to “here is what happened.” One concrete receipt beats ten minutes of attribution theory, every time.
Identity, not sessions
The explorer is built on people, not sessions. When someone identifies, every anonymous session that came before is bound to them retroactively — so a customer who researched anonymously for two weeks before signing up is one journey, not fourteen unrelated visits.
That is also what makes lifetime attribution possible: every future purchase by that person inherits the campaign that originally acquired them, however many months later it happens.
What it is not
It is not session recording, not a heatmap, and not a behavioural analytics suite. It answers one question — what actually happened on the path to this conversion — and it answers it completely.
If you want to know which button people rage-click, use a different tool. If you want to know which ad paid for the customer, this is the one.
Frequently asked questions
What can I search by?
The anonymous cookie id or the email address. Searching by email pulls up every session that person ever had, including the anonymous ones from before they identified themselves.
Does it show client and server events separately?
Yes. Each event is labelled client, server or both. 'Both' means the two sides reported the same fact and were merged on a shared de-duplication key — which is how you can tell a confirmed purchase from a hopeful one.
How far back does a journey go?
To the first touch on that identity. If the visitor id is server-set it can be years; if you are on the snippet-only install, Safari will cut it at seven days per the usual ITP behaviour.
Can I export a journey?
Yes — it is your data. The point of the feature is that you can hand it to a sceptical colleague or client.
Is this the same as session recording?
No. Session recording shows mouse movements and rage clicks; this shows attribution events across weeks and devices. Different question, different tool.
See where these journeys roll up
The same events, aggregated by first-touch campaign, with CAC and ROAS on top.
Stop guessing which ad made the sale.
Flowsk Signals stitches the anonymous click to the email to the purchase — first-party, server-side, de-duplicated. One snippet, $29/mo, and every conversion comes with a receipt you can inspect.