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
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 can be found here:
- Training chapter "Analyses 2 – Basic Metrics"