---
title: "Conversion Initiator %"
slug: "conversion-initiator"
updated: 2024-03-15T10:44:02Z
published: 2024-03-15T10:44:02Z
canonical: "docs.mapp.com/conversion-initiator"
---

> ## 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.

# Conversion Initiator %

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](/v1/docs/metrics-conversion-initiator) / [Campaign Lifecycle Contact](/v1/docs/campaign-lifecycle-contacts) * 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](/v1/docs/analyses-2-basic-metrics)