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End-to-End Visitor Journey Funnel Tracking

Understanding where prospective policyholders originate, which coverage lines they explore, and precisely where drop-offs occur is essential for optimizing digital insurance conversion rates.

veridex-hitech-web-application features an integrated Visitor Journey Funnel Engine (src/app/api/telemetry/journey/route.ts and src/components/feature/admin/visitor-journeys-tab.tsx).

1. Journey Funnel Architecture​

Rather than recording disconnected page hits, the journey engine links sequential browsing events into a cohesive timeline document stored in VisitorJourney:

2. Journey Event Types & Schema (IJourneyEvent)​

Every step in a visitor's session is serialized into an event object:

export type JourneyEventType =
  | "PAGE_VIEW"
  | "FORM_START"
  | "FORM_SUBMIT"
  | "CTA_CLICK"
  | "AUTH";

export interface IJourneyEvent {
  type: JourneyEventType;
  path: string;
  title?: string;
  target?: string; // e.g. "Get Free Quote CTA", "Truck Quote Modal"
  status?: "SUCCESS" | "FAILED" | "PENDING";
  metadata?: Record<string, any>;
  timestamp: Date;
}

3. Journey Ingestion Endpoint (POST /api/telemetry/journey)​

3.1 Sample Request Body​

{
  "sessionId": "sess_89f0a21b34cd",
  "visitorId": "vis_774921048",
  "eventType": "FORM_SUBMIT",
  "path": "/en/insurance/truck-insurance",
  "title": "Commercial Truck Insurance",
  "target": "Quote Draft Step 1",
  "status": "SUCCESS",
  "metadata": {
    "insuranceType": "truck-insurance",
    "state": "TX"
  }
}

3.2 Atomic Session Array Appending​

The endpoint performs an atomic MongoDB $push into the journey array, calculating cumulative active duration:

await VisitorJourney.findOneAndUpdate(
  { sessionId },
  {
    $push: { journey: newEvent },
    $inc: { pageViewCount: isPageView ? 1 : 0, formSubmitCount: isFormSubmit ? 1 : 0 },
    $set: {
      lastActiveAt: new Date(),
      durationSeconds: Math.floor((Date.now() - sessionStart.getTime()) / 1000),
    },
    $setOnInsert: {
      startedAt: new Date(),
      acquisition: resolvedAcquisition,
      geo: resolvedGeo,
      device: resolvedDevice,
    },
  },
  { upsert: true }
);

4. Visual Journey Exploration in the Admin Control Center​

Administrators navigate to Visitor Journeys (src/components/feature/admin/visitor-journeys-tab.tsx) to inspect session funnels:

  • Interactive Timeline: Step-by-step visual node sequence showing time spent per page, dwell times, and drop-off points.
  • Acquisition Filter: Filter funnels by referral source (e.g. Meta Ad Campaign, Falcon Partner Ingestion, Organic Search).
  • Conversion Attribution: Instantly isolates sessions that culminated in successful quote submissions versus those that abandoned during Step 2 questionnaire enrichment.