Shows, what percentage of the campaigns were the first contact within the customer journey. At least 2 campaign contacts have to exist.


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

Training chapter Basic Metrics