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Customer Journey

From ad to receipt: the path to the purchase decision.

Purchase decisions pass through many stations. We connect ad, AI conversation, coupon and purchase into one path. The receipt verifies the final step.

  • Four touchpoints in one sequence: advertising, AI conversation, coupon, receipt
  • The purchase is verified, not asked
  • Where the path breaks off, and which brand is bought in the end
Book a live demoSee examples
  • based on real cases
  • 30 minutes
  • reply within 48 hours
  • 4 touchpoints, the same people
  • Purchase verified, not asked
  • Competitors along the path, too
  • With consent, compensated
01 — Benefits

See the whole path to the purchase decision, not just one station.

Customer Journey connects advertising, AI conversations, coupons and receipts into one path, answering questions that until now could only be estimated.

Questions this answers

QuestionWith Murmuras
Brand & trade marketing

“Does our campaign carry through to the checkout?”

You see which touchpoints preceded a purchase of your brand and where the path breaks off.

In the example: Groceries 
Media & agency

“Which channel came before the purchase?”

Ad exposures are linked to the later purchase, including your competitors'.

In the example: Household 
Insights & market research

“Where is the decision made, and what role does AI play?”

The sequence is observed, not asked. AI conversations can be classified as a touchpoint of their own.

In the example: Fast food 
Retail

“Do activated coupons make it to the checkout?”

The receipt shows the redemption and the stations that preceded the purchase.

In the example: Drugstore & beauty 

We connect the stations into one sequence, from ad to receipt, with the participants' consent.

02 — Examples

Four real paths to a purchase decision.

Straight from the panel, one case per category. When you work with us, you get the full picture: brands and retailers are named, times shown in detail, conversation content visible.

Real case · brands anonymized

Pizza in the evening

Nine hours from the first ad to the last AI conversation. Two provider apps in the afternoon, five conversations featuring pizza chain A in the evening, and at the end only that chain is left.

March 2026 · AI assistant: Gemini

  • Advertising
  • AI conversation
  • Coupon (not in this case)
  • Receipt (not in this case)
  • App usage
Guided walkthrough7 stations

Seven stations in one day: one ad, two app visits and five AI conversations in which pizza chain A is mentioned. Two conversations five minutes apart are combined into one station. Go through the path station by station.

Tip: use the arrow keys ← → to step through

Time relative to the last AI conversation

  1. Afternoon

  4. Evening

Guided walkthrough

Go through the path station by station.

For each station, we explain what happened and what it tells us.

  • 7 stations
  • Period: 9 hours
  • approx. 1 minute

What this case shows

  • The whole path fits into one day: nine hours from the ad to the last AI conversation.
  • In the afternoon, two providers were in view. Burger chain B does not appear in any of the five conversations, pizza chain A appears in all of them.
  • The selection narrows: from six mentions in the first conversation to one in the last.

What it does not show

  • Whether and where an order was placed: there is no receipt, and no use of the providers' apps was recorded after the last conversation.

Individual cases show what a path looks like. How common such paths are only becomes clear from the analysis across all participants. For context: just under one in four captured receipts contains a redeemed app coupon. We only show paths of participants who consented to the analysis, without any personal details.

Customer Journey connects the sources we also analyze individually: AI Conversations, Retail App Coupons and Social Media Ads. Depending on the category, the use of shopping apps such as Amazon is added as a fifth touchpoint.

03 — Data basis

Measured, not asked.

Murmuras passively measures what actually happens on the smartphone. Around 3,000 participants in Germany have voluntarily installed the Murmuras app for this purpose. They were recruited with quotas for age, gender and region, and are compensated for the digital measurement. In Switzerland, we run a similar digital measurement with around 1,000 participants through our partner Media Focus. Our on-screen technology mainly captures consumer-relevant content directly from the phone screen, as it appears in everyday life. Participants have given their explicit consent and can withdraw it at any time. We process the data on servers in Germany.

All sources come from the same people. That is why they can be linked into one path and analyzed by age, gender and other characteristics.

What we measure

  • AI conversations
    ChatGPT, Gemini, AI Mode in Google Search
  • Ads in ChatGPT
    Ads in the chat and product cards
  • Social media ads
    Facebook, Instagram, TikTok, YouTube, Pinterest
  • Coupons and offers in retailer apps
    Lidl Plus, REWE, PENNY, EDEKA, Netto, Kaufland, Mein dm, Rossmann, Müller
  • Online shopping
    Use of shopping apps such as Amazon
  • Receipts
    In-store purchases, digital or as a photo
  • Other
    App usage, web and search
Next step

See the path all the way to the checkout.

In a live demo, we show real paths from the panel with anonymized brands, from ad to receipt. Afterwards, we check free of charge which touchpoints your category supports. We will get back to you within 48 hours on feasibility and any questions.

Book a live demoRequest a feasibility check

or write directly to info@murmuras.com

Retail App Coupons

Your coupons and your competitors'

The coupon touchpoint as an analysis of its own: your coupons and your competitors', with mechanic, discount, duration and reach.

Learn more