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"