Journey Metrics Dashboard Template

Track what matters: Monitor customer journey health with metrics that predict success

Executive Summary Dashboard

Overall Journey Health: ___/100

Weighted Score:

Completion Rate (40%): ___

Satisfaction (30%): ___

Time to Value (20%): ___

Effort Score (10%): ___

Key Metrics At-a-Glance

Metric	Current	Last Month	Target	Status
Journey Completion Rate	___%	___%	___%	🔴/🔶/🟢
Avg Time to Complete	___ days	___ days	___ days	🔴/🔶/🟢
Drop-off Rate	___%	___%	___%	🔴/🔶/🟢
Customer Effort Score	___/5	___/5	___/5	🔴/🔶/🟢
Journey NPS	___	___	___	🔴/🔶/🟢

Top 3 Journey Breaks

__ (Phase: ) - _% abandon here

__ (Phase: ) - _% abandon here

__ (Phase: ) - _% abandon here

Phase-by-Phase Metrics

Journey Funnel

Phase	Volume	Conversion to Next	Time in Phase	Satisfaction
1. Awareness	___	___%	___ hrs	___/5
2. Consideration	___	___%	___ days	___/5
3. Evaluation	___	___%	___ days	___/5
4. Decision	___	___%	___ hrs	___/5
5. Onboarding	___	___%	___ days	___/5
6. Active Use	___	___%	ongoing	___/5
7. Advocacy	___	--	ongoing	___/5

Phase-Specific KPIs

Awareness

Discovery Rate: ___% find us when searching

Bounce Rate: ___% leave immediately

Content Engagement: ___ pages per session

Consideration

Return Rate: ___% come back within 7 days

Research Depth: ___ pages viewed

Question Resolution: ___% find answers

Evaluation

Comparison Tool Usage: ___%

Demo/Trial Conversion: ___%

Stakeholder Involvement: ___ people per account

Decision

Cart Abandonment: ___%

Payment Friction: ___% have issues

Decision Speed: ___ days from eval to purchase

Onboarding

Activation Rate: ___% complete setup

Time to First Value: ___ hours

Early Churn: ___% leave within 30 days

Active Use

Feature Adoption: ___% use core features

Support Dependency: ___ tickets/user/month

Renewal Rate: ___%

Advocacy

Referral Rate: ___% refer others

Review Rate: ___% leave reviews

Lifetime Value: $

Channel & Touchpoint Analysis

Multi-Channel Journey Performance

Journey Type	Completion Rate	Avg Duration	Satisfaction
Web Only	___%	___ days	___/5
Web + Phone	___%	___ days	___/5
Web + Chat	___%	___ days	___/5
Omnichannel	___%	___ days	___/5

Channel Transition Points

From	To	Volume/Month	Why They Switch	Fix Priority
Website	Phone	___	Can't find info	H/M/L
Website	Chat	___	Need quick help	H/M/L
Email	Phone	___	Too complex	H/M/L

Website Journey Metrics

Top 5 User Paths

__ → Completion: %

__ → Completion: %

__ → Completion: %

__ → Completion: %

__ → Completion: %

Page Performance in Journey

Page	Purpose	Success Rate	Drop Rate
Homepage	Orientation	___% continue	___% leave
Product Pages	Education	___% engage	___% bounce
Pricing	Evaluation	___% proceed	___% abandon
Checkout	Conversion	___% complete	___% abandon
Support	Problem-solving	___% resolve	___% escalate

Emotional Journey & Satisfaction

Emotional Intensity by Phase

Phase	Primary Emotion	Intensity (1-10)	Friction Points
Awareness	ㅤ	___	__
Consideration	ㅤ	___	__
Evaluation	ㅤ	___	__
Decision	ㅤ	___	__
Onboarding	ㅤ	___	__
Use	ㅤ	___	__
Advocacy	ㅤ	___	__

Peak Positive Moment: _ (Phase: _)

Peak Negative Moment: _ (Phase: _)

Segment Performance

Journey Completion by Customer Type

Segment	Start Volume	Completion %	Avg Duration	LTV
New Customers	___	___%	___ days	$___
Returning	___	___%	___ days	$___
Enterprise	___	___%	___ days	$___
SMB	___	___%	___ days	$___
Self-Service	___	___%	___ days	$___

Cohort Retention

Month	M1	M2	M3	M6	M12
Jan	100%	___%	___%	___%	___%
Feb	100%	___%	___%	___%	___%
Mar	100%	___%	___%	___%	___%

Leading Indicators & Alerts

🔴 Warning Signals

Indicator	Current	Alert If	Status	Action
Support Spike	___/day	>___	⚠️/🔴	_
Cart Abandonment	___%	>70%	⚠️/🔴	_
Session Duration	___ min	<2min	⚠️/🔴	_
NPS Drop	___	<30	⚠️/🔴	_

🟢 Success Signals

Indicator	Current	Good If	Status
Direct Traffic	___%	>40%	🟢/🎆
Referral Rate	___%	>20%	🟢/🎆
Time to Value	___ hrs	<24hrs	🟢/🎆

Action Priority Matrix

Quick Wins (High Impact, Low Effort)

Issue: | Phase: __ | Fix: ___

Issue: | Phase: __ | Fix: ___

Issue: | Phase: __ | Fix: ___

Strategic Initiatives (High Impact, High Effort)

Initiative: | Expected Impact: % improvement

Initiative: | Expected Impact: % improvement

Current Experiments

Test	Hypothesis	Metric	Target	Status
_	If we , then	_	_	Running
_	If we , then	_	_	Planning

Measurement Framework

Data Sources

Behavioral: Google Analytics, Hotjar, FullStory

Transactional: CRM, Payment Systems

Feedback: Surveys, NPS, Support Tickets

Operational: Internal Databases

Key Formulas

Journey Completion Rate = (Advocacy reached / Journey started) × 100

Customer Effort Score = Avg response to "How easy was it?" (1-5 scale)

Phase Drop-off = (Entered phase - Completed phase) / Entered phase × 100

Journey NPS = % Promoters - % Detractors

Reporting Rhythm

Daily: Completion rate, cart abandonment, critical errors

Weekly: Phase conversions, satisfaction, experiments

Monthly: Full journey health, cohort analysis, channel ROI

Quarterly: Strategic review, journey evolution, LTV trends

Dashboard Governance

Owner: _

Last Updated: _

Next Review: _

Weekly Checklist

Update core metrics

Review warning indicators

Check experiment progress

Document top 3 issues

Share insights with team

Success Criteria

This dashboard succeeds when:

Metrics predict customer behavior 2-4 weeks ahead

Every metric has clear action triggers

Journey completion improves quarterly

Teams check daily, leadership weekly

Insights drive real changes

Notes & Observations

This Period's Key Insights:

Questions to Investigate:

Dependencies & Risks:

Based on Nielsen Norman Group's journey analytics framework. Customize for your specific context.

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