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      Conversion Initiator Percent
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      Conversion Initiator Percent

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      Article summary

      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

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