Shows, what percentage of the campaigns were the last contact in the customer journey.

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

Mapp Intelligence differentiates between 3 status within the customer journey:

  • Conversion Initiator
  • Conversion Supporter
  • 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

Training chapter Basic Metrics