Chapter 1
Map the customer journey before measuring it
Finish this chapter with a six-event customer journey map you can use immediately to map the customer journey before measuring it, while avoiding mistaking activity for revenue progress.
What you’ll get
- A completed six-event customer journey map, not a list of abstract ideas.
- One explicit decision rule for map the customer journey before measuring it.
- A 45-minute execution sequence you can repeat yourself or hand to a teammate.
- A quality gate that tells you whether to move forward, run one small test, or revise the input.
Use this chapter as a working session
Do not read this chapter passively. Open the document, spreadsheet, or Tapmy workspace where the decision will live. Replace sample language with the exact offer, buyer, channel, price, and evidence you have today. If a required fact is missing, label it as an assumption and give it a smallest-possible test.
| Time | Work | Concrete output |
|---|---|---|
| 0–10 min | Collect the evidence already available: buyer words, traffic data, sales conversations, support questions, and current page copy. | A short evidence list with source and date. |
| 10–20 min | Make the single decision this chapter is designed to resolve. Do not combine it with a second optimization. | A one-sentence decision and the reason behind it. |
| 20–35 min | Build the six-event customer journey map with real names, numbers, links, and owners. | A usable operating asset, not a draft outline. |
| 35–45 min | Review it from the buyer’s point of view and run the quality gate below. | Keep, test, or revise decision with one next action. |
The six events that matter
Use one name for each event everywhere you report it.
| Funnel event | What it means | Formula or source | What it helps you judge |
|---|---|---|---|
| Content view | Someone saw a post, video, email, or ad | Channel analytics | Reach and distribution |
| Store visit | Someone opened your Tapmy store | Store analytics | Strength of your profile CTA and link placement |
| Product click | Someone opened a specific offer | Product analytics | Offer relevance and card copy |
| Checkout start | Someone began the payment flow | Checkout analytics | Purchase intent and price/value confidence |
| Purchase | Payment completed | Orders/revenue view | Checkout completion and offer performance |
| Repeat purchase | A previous customer bought again | Customer/order history | Retention and offer depth |
Do not mix “unique people” with “total events” in the same ratio. If one report counts unique visitors and another counts every click, label that limitation. Directionally useful data is still useful when its definition is stable.
Decision gates
| Evidence state | What it means | What to do next |
|---|---|---|
| The input is specific, current, and tied to a real buyer action | The six-event customer journey map is ready to use. | Put it into the Tapmy journey and measure the next observable behavior. |
| The direction is plausible but one important input is assumed | The decision is testable, not yet proven. | Run the smallest test that can confirm or reject that one assumption. |
| The asset tries to serve several audiences, offers, or goals at once | The scope is too broad to produce a clean result. | Narrow to one buyer, one job, one offer, and one reporting window. |
| The result depends on a claim you cannot show or deliver | Trust and delivery risk are higher than the upside. | Rewrite the promise around an outcome you can support and verify. |
Quality standard
Before moving on, confirm that:
- the six-event customer journey map names one buyer and one job;
- every number has a timeframe, currency, or denominator where needed;
- every link and handoff has an owner;
- the next action is visible without rereading the chapter;
- the decision can be measured with a real customer behavior, not a vanity metric;
- no claim is stronger than the available evidence.
Before you move on
- The six-event customer journey map is complete with real inputs.
- One assumption is marked for testing, if needed.
- The owner and next review date are recorded.
- The next customer-visible Tapmy action is clear.