It used to be easy to track your customer's journey because they might have come to your store after seeing your ad on TV or in the newspaper. But all that's changed. Now, customer journeys can last weeks or even months and happen over multiple channels and touchpoints. A customer may have seen an ad on social media, Googled the product a week later, clicked through a sponsored post on a third channel another day, and then searched your brand's name when they were ready to buy.