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" / "Campaign Lifecycle Contacts" * 100

Webtrekk 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 can be found here:

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