Journey tracks all of the companies which visit your website, measuring how they got there, what they did, what actions they took, what goals they completed and produces an intent funnel to measure each companies engagement. 

Journey shows you the depth of engagement on each visit, producing valuable insights which fuel your media buying and Account Based Marketing (ABM) activity.

Journey provides an enterprise grade Google Analytics alternative with a raft of B2B data included throughout. Unlike GA and other standalone analytics platforms, Journey makes this data portable and actionable – Journey is connected to FunnelFuel’s bespoke B2B ABM Demand Side Platform (DSP) enabling seamless programmatic activation using analytics data. 

Journey can also fire other marketing platforms pixels based on engagement, empowering segment building and more precise ‘B2B training’ of the AI which sits behind platforms like Google, LinkedIn and Meta.

Journey includes a tag manager, which enables you to manage which marketing scripts are on your site without needing your engineering teams help. Journey can fire these scripts based on the complex multi-variate rules which you control, giving the option to ‘drop’ marketing platform pixels more precisely then they can be dropped with a native integration, which gives you a competitive advantage enabled by better pixel training which better aligns the AI behind the MarTech with your goals.


This also allows you to build and segment audiences in marketing platforms based on their engagement with your website, which opens up better creative targeting and overall segmentation.

Conversion Rate Optimisation (CRO) is an often under-appreciated facet of ‘making marketing work’, yet we believe that it is more important in B2B then B2C. Why? because B2B audiences are significantly harder to locate, engage and drive through to your website, so when a key ITDM or other prospect is delivered to your site, it’s imperative that the website works as hard as possible to move that user through your funnel.


Journey comes loaded with an enterprise grade A/B testing tool, which enables you to split incoming traffic between a number of landing pages with some variance in their content, and measure which ones works best. Simple changes to elements like button colours can make a surprisingly big difference to user flow.


Additionally, Journey includes session recordings so you can observe how users interact with your site, and take visual cues which can inform the sales fields outreach as well as CRO ideas.

Finally Journey includes heat maps, which help show where your users look and how they navigate through your landing pages. Combining these tools gives you all the insights you need to ensure that your landing pages are optimised to maximise your media investment.

Standard analytics offerings sample your data because they’re designed for hugely scaled ‘consumer websites’, where the cost of capturing all of the data necessary to track each visit would be too much. Journey captures 100% of your visits, because we believe B2B requires this level of precision – sampling simply does not work when we’re trying to measure, engage and segment named accounts.

Journey brings multi-touch and multi-channel attribution modelling which will show you how your overall marketing mix aligns with your conversions. We link conversions to ‘goals’ in FunnelFuel, and you can measure goal conversions against all of the marketing channels, from organic to paid media, and split their performance based on a bunch of attribution models, including: 

1. Last interaction
2. Last Non-Direct
3. First Interaction
4. Linear
5. Position based
6. Time decay

Create a fast view which compares performance across the 6 different attribution models to build the fairest and most rounded interpretation of your marketing activity.

Data capture via web forms is a key component of B2B marketing, and many B2B marketers work to CPL goals. Journey tracks all of your forms, giving a live view. See the starter rate, form views, converters, submitter rate and re-submitter rate, and track how they’re evolving over time.


Measure and understand your form timings. Journey measures your forms hesitation time, the average time spent on forms and the average time to conversion. 

Understanding these data points, aligned with our Conversion Rate Optimisation (CRO) toolkit and our website load time tracking will help you quickly get on top of any issues which are impacting your forms performance

Journey lets you quickly build preset reports and run them as often as you like. These reports are the most detailed on the market. 

Compiled against groups of dimensions; there’s 54 dimensions related to visitors, 7 related to visitor location, 15 custom variable dimensions, 26 related to onsite behaviours, 5 event dimensions, 14 acquisition related variables, 7 form dimensions and 11 related to multimedia consumption. 

These 140 trackable metrics combine with a similar number of metrics across the same categories, giving an incredibly detailed overview of everything happening on your site.