Conversion Initiator Percent

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Shows, what percentage of the campaigns were the first contact within the customer journey. At least 2 campaign contacts have to exist.

Calculation

Conversion Initiator  /  Campaign Lifecycle Contact * 100   

Mapp Intelligence differentiates between 3 status within the customer journey:

  • Conversion Initiator

  • Conversion Supporter

  • Conversion Transformer

Example:

Customer Journey A: Display > Affiliate
Customer Journey B: Affiliate > Affiliate

In total, "Affiliate" has 3 contacts, one of them being "Conversion Initiator".

"Conversion Initiator %" = 1 / 3 * 100 = 33.33

Further information

Training chapter Basic Metrics