Cross-Device
Journey
Analysis
A journey reconstruction case study that corrected inflated dashboard conversion, exposed UTM loss, and separated tracking gaps from real product friction.
The funnel
looked stable.
The journey wasn't.
A subscription product was reporting a 42% conversion rate. The number looked stable, but growth targets were being missed. Product saw unexplained pricing drop-off, Marketing suspected attribution issues, and the dashboard was hiding how users actually moved across sessions, devices, and SPA routes.
Conversion was overstated
Reliable conversion was 31%, while the dashboard reported 42%.
UTM loss distorted paid performance
28% of paid sessions lost UTM attribution after SPA route changes.
Pricing loops signaled confusion
19% of pricing visitors looped 3+ times.
Platform gaps changed interpretation
Around 18% of Android subscriptions were untracked.
What I owned.
I designed the journey analysis logic, audited tracking quality, reconstructed sessions from event-level data, analyzed pricing loops and attribution loss, compared platform behavior, and translated the findings into prioritized recommendations.