Funnels have traditionally been used to map out customer journeys, but their linear nature often fails to capture the true complexity of user behavior, leading to misguided insights and wasted resources. Recognizing these limitations, Heap introduces Journey Maps, a new feature within Heap Illuminate that offers a more nuanced understanding of user paths by tracking multiple routes to the same goal and assessing the impact of optional steps. This tool helps businesses identify which user behaviors lead to higher conversion rates by comparing the outcomes of different user choices, offering concrete evidence on how to optimize digital experiences. By revealing the real paths users take, Journey Maps empowers teams to make informed decisions that enhance customer engagement and improve business results, marking a significant advancement over traditional funnel analysis methods.