Shows, how often the campaign was 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


If the customer journey only consists of one campaign contact, this is assigned as "Conversion Transformer".

Example 1 Contact
Customer Journey: Display

Statusassigned Campaign

Conversion Initiator

-

Conversion Supporter

-

Conversion Transformer

Display


If the customer journey consists of two campaign contacts, "Conversion Initiator" and "Conversion Transformer" are assigned.

Example 2 Contacts
Customer Journey: Display > Affiliate

Statusassigned Campaign

Conversion Initiator

Display

Conversion Supporter

-

Conversion Transformer

Affiliate


If the customer journey consists of at least 3 campaign contacts, "Conversion Initiator", "Conversion Supporter" and "Conversion Transformer" are assigned.

Example 3 Contacts
Customer Journey: Display > Newsletter > Affiliate

Statusassigned Campaign

Conversion Initiator

Display

Conversion Supporter

Newsletter

Conversion Transformer

Affiliate


Further information

Training chapter Basic Metrics