Shows, what percentage of the campaigns were the last contact in the customer journey.
Calculation: "Conversion Transformer" / "Campaign Lifecycle Contacts" * 100
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".
Example calculation "Conversion Transformer %":
Customer Journey A: "Affiliate"
Customer Journey B: "Affiliate > Affiliate"
In total, "Affiliate" has 3 contacts in the customer journey, two of them being "Conversion Transformer".
"Conversion Transformer %" = 2 / 3 * 100 = 66.66
Further information can be found here:
- Training chapter "User Interface Analytics 2 – Basic Metrics"