Conversion Initiator

Shows, how often the campaign was the first contact within the customer journey. At least 2 campaign contacts have to exist.

Webtrekk differentiates between 3 status within the customer journey:

• "Conversion Initiator"
• "Conversion Supporter"
• "Conversion Transformer"

If the customer journey only consists of one campaign contact, this is assigned as "Conversion Transformer".

Example:

Customer Journey: "Display"

In this customer journey "Display" is the "Conversion Transformer".

If the customer journey consists of two campaign contacts, "Conversion Initiator" and "Conversion Transformer" are assigned.

Example:

Customer Journey: "Display" > "Affiliate"

In this customer journes "Display" is "Conversion Initiator" and "Affiliate" is "Conversion Transformer".

If the customer journey consists of at least 3 campaign contacts, "Conversion Initiator", "Conversion Supporter" and "Conversion Transformer" are assigned.

Further information can be found here:

• Training chapter "User Interface Analytics 2 – Basic Metrics"