Conversion Transformer %

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"