---
title: "Campaign Metrics"
slug: "campaign-metrics"
updated: 2024-10-08T15:15:35Z
published: 2024-10-08T15:15:35Z
canonical: "docs.mapp.com/campaign-metrics"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign Metrics

The examples in this section contain the following metrics:

- Campaign Clicks
- Visits
- Visitors
- Bounce Rate %
- Visit Duration Avg.
- Assists
- Assists, Unique
- Campaign Lifecycle Contacts
- Contacts in Customer Journey, Unique
- Conversions
- Conversion Initiator
- Conversion Initiator %
- Conversion Supporter
- Conversion Supporter %
- Conversion Transformer

---

## Example 1: Campaign Clicks, Visits, Visitors

A user accesses the following pages via the depicted campaigns:

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(86).png)

**Analysis:** *Marketing > Campaigns > Advertising Media*

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(87).png)

| **Metrics** | **Description** |
| --- | --- |
| Campaign Clicks | How often was the data source of a campaign measured? |
| Visits | In how many visits a campaign was tracked? |
| Visitors | How many visitors used a campaign in the selected time period? |

---

## Example 2: Bounce Rate, Visit Duration Avg

A user accesses the following sites via the depicted campaigns:

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(88).png)

**Analysis:** *Marketing > Campaigns > Advertising Media* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss2(10).png)

| **Metrics** | **Description** |
| --- | --- |
| Bounce Rate % | What was the share of bounces compared to the entries when a campaign was measured during the visit? |
| Visit Duration Avg | How long was the average duration of a visit in which a campaign was measured? |

---

## Example 3: Campaign Lifecycle Contacts, Contacts in Customer Journey

2 Customer Journeys were measured. The standard attribution is "last campaign wins".

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/image-1728400260639.png)

**Analysis:** *Marketing > Campaign Categories > Campaign Channel* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(90).png)

| **Metrics** | **Description** |
| --- | --- |
| Campaign Lifecycle Contacts | How many campaign contacts took place in the analyzed Customer Journeys? |
| Contacts in Customer Journey, Unique | In how many Customer Journeys were campaign contacts measured? |

> [!NOTE]
> Further information on campaign analysis can be found in the training chapter [Campaign Analyses](/v1/docs/analyses-3-campaign-analyses).

---

## Example 4: Conversions, Assists

2 Customer Journeys were measured. The standard attribution is "last campaign wins".

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/image-1728400383457.png)

**Analysis:** *Marketing > Campaign Categories > Campaign Channel* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss2(11).png)

| **Metrics** | **Description** |
| --- | --- |
| Conversions | How many conversions were assigned to the campaign? |
| Assists | How many campaign contacts were measured for which no conversion was assigned |
| Assists, Unique | How often was the campaign a part of the Customer Journey, but no conversion was assigned to it? |

---

## Example 5: Conversion Initiator/Supporter/Transformer

2 Customer Journeys were measured:

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(92).png)

**Analysis:** *Marketing > Campaign Categories > Campaign Channel* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss2(12).png)

| **Metrics** | **Description** |
| --- | --- |
| Conversion Initiator | How often was the campaign the first contact within the Customer Journey? |
| Conversion Supporter | How often was the campaign neither the first nor the last contact within the Customer Journey? |
| Conversion Transformer | How often was the campaign the last contact within the Customer Journey? |
| Conversion Initiator % | What percentage of all its accesses was made as first contacts? |
| Conversion Supporter % | What percentage of all its accesses was made neither as first nor as last contacts? |
| Conversion Transformer % | What percentage of all its accesses was made as last contact? |