---
title: Exploring Customer Journeys
slug: ikea-cja/exploring-customer-journeys
docTags: 
createdAt: 2025-08-26T11:07:22.968Z
---

Adobe Customer Journey Analytics (CJA) empowers you to visualize, investigate, and understand the customer journey from every angle. This module focuses on three powerful tools: Journey Canvas, Cohort Analysis, and Guided Analysis, each providing unique perspectives and actionable insights. 

### Journey Canvas 

Journey Canvas is an advanced visualization tool that lets you map, customize, and explore even the most complex cross-channel journeys. 

**What it does:** Define a customer journey by combining any combination of events, dimensions, segments, and date ranges. Drag nodes to create a journey’s flow, representing every key step, decision point, or channel. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/Nr08nXWgyMfdYOJzPRJt4_.blob)

**Value:** 

- Visualize all possible entry points, paths, and outcomes. 
- Instantly identify exactly where customers fall out (“fallout”) or continue (“fallthrough”). 
- Drill into specific audience segments at any journey step by dragging on breakdowns. 

**When to use**: To answer, “What happens as customers move through a specific flow?” or, “Where do we lose or retain customers across touchpoints and channels?”.

:::hint{type="info"}
For more information on the **Journey Canvas **see the [Adobe Experience League](https://experienceleague.adobe.com/en/docs/analytics-platform/using/cja-workspace/visualizations/journey-canvas/journey-canvas).
:::

### Cohort Analysis

Cohort Analysis allows you to group customers who share a common start event (e.g., app usage, feature usage, plan activation, first order) and observe their behaviors, retention, or conversion patterns over time. 

**What it does:** Segment users into distinct cohorts—by time, attribute, or custom dimensions—and track engagement, retention, or churn weeks or months later. 

**Value:** 

- Reveal lifecycle trends in retention, engagement, or churn. 
- Identify the best timing for campaigns, offers, or interventions. 
- Compare different groups side-by-side (e.g., by campaign, product, or geography). 

**When to use**: When you want to answer, “How well are we retaining users after their first interaction?” or, “Which campaigns drive longer-term engagement?” 

You can find the Cohort table visualization on the left-rail under ‘VISUALIZATIONS’

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/fWySJGIo778D4U9OzF5Cl_.blob)

A new panel appear, where we can define the cohort we want to calculate. Like in the example, *how often people buy online*

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/UyzB_jWHS1j2Bh4lBUZVl_.blob)

:::hint{type="info"}
More information on **Cohort Analysis** see the [Adobe Experience League](https://experienceleague.adobe.com/en/docs/analytics-platform/using/cja-workspace/visualizations/cohort-table/cohort-analysis).
:::

### Guided Analysis 

Guided Analysis provides a set of workflow-driven, pre-built insights designed for users of any skill level. 

**What it does:** Offers workflows to quickly answer business-critical questions—retention, conversion trends, feature engagement, funnel performance, net growth, and more—with minimal setup. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/Jmm1DV4KCWeMOwXeCXbxx_.blob)

**Value:** 

- Self-serve, high-quality insights done by clicks. 
- Boosts productivity for teams without need of knowing analytics. 

**When to use:** When you want fast, repeatable answers to common journey questions, enable broad team access to insights, or standardize journey reporting. 

:::hint{type="info"}
For more information on** Guided Analysis** see the **[Adobe Experience League](https://experienceleague.adobe.com/en/docs/analytics-platform/using/guided-analysis/overview).**
:::

To create a new **guided analysis**, 

- Go to the left rail, and see the full list of guided analysis available: 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/BVGvL6M4rJrsvzXrZxFxE_.blob)

To create a new active growth analysis, drag and drop the element in a new panel, and click on the **Create Active growth** button: 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/NIEbNFvRik50lg0dPcbcG_.blob)

Filter by the event you want to see the users active growth analysis, in this case ‘Any event’ Filtered by ‘`Interaction Channels’ = ‘Mobile App`’ to see how many users are: New Users, Repeat Users, Return Users or Dormant Users in the App. 

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/ea28fwFagk_qwaBHY99Al_.blob)