Introducer

Number of multi-touch customer journeys where channel/source/campaign acted as the very first contact.

Influencer

Number of multi-touch customer journeys where channel/source/campaign was a middle contact, i.e. not first and not last contact.

Closer

Number of multi-touch customer journeys where channel/source/campaign acted as the last contact.

Single

Number of customer journeys where channel/source/campaign was the only touchpoint.

View & Click Through conversions

Number of customer journeys where channel/source/campaign was part of at any stage.

Important note

The number of view & click through conversions will typically be lower than the sum of introducer, influencer, closer & single numbers. 

A channel/source/campaign can occur multiple times in a customer journey and will be counted accordingly in the Introducer/Influencer/Closer numbers. 

E.g., in the customer journey Direct -> SEA -> Direct the Direct channel will be counted as Introducer and Closer, but will only counted once in the view & click through conversions.

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