Docs
Visitor journeys
A journey is one first-party visitor ID and the events attached to it. First touch is the stored landing referrer and UTM. Last touch is the last event’s last_utm or last_referrer.
What you see
- Visitor — first eight characters of the ID
- First touch — channel, plus campaign if present
- Last touch — channel on the newest event
- Path — last eight steps (pathnames, goal:name, purchase R…)
- ZAR — sum of ZAR purchases on that visitor
The table lists the fifty most recently active visitors. No sample row is injected.
Why last touch can be “direct”
Same-origin navigation often has an empty referrer and no new UTM. That last hit is labelled direct. First touch still remembers google/cpc if that is how they arrived.