How are Initiator, Holder and Closer calculated?
The Initiator, Holder and Closer table in the Customer Journeys dashboard shows which role each channel plays in your journeys. This article explains how the three columns are calculated.
In this article
The three positions
Tracify looks at every journey that ended with a purchase in the selected date range and at the position of each channel in it:
Initiator: the channel is the first touchpoint of the journey.
Closer: the channel is the last touchpoint before the purchase.
Holder: the channel is a touchpoint between the first and the last one. A journey can have several holders.
How the percentages are calculated
Column | Share | Count in brackets |
Initiator | Journeys that start with the channel, divided by all journeys | How often the channel was the first touchpoint |
Holder | Touchpoints of the channel in the middle of a journey, divided by all middle touchpoints | How often the channel was a middle touchpoint |
Closer | Journeys that end with the channel, divided by all journeys | How often the channel was the last touchpoint |
Every column adds up to 100 %, or 99 % because of rounding. The customer segment and the preset at the top of the dashboard apply, so with New Customers you only see the journeys of first-time customers.
Journeys with one or two touchpoints
One touchpoint: the channel counts as Initiator and as Closer at the same time. There is no Holder.
Two touchpoints: the first channel is the Initiator, the second the Closer. There is no Holder.
Three or more touchpoints: the first is the Initiator, the last the Closer and every channel in between a Holder.
Example
100 journeys with a purchase. Meta started 52 of them, so Meta has 52 % as Initiator. Google was the last touchpoint in 38 journeys, so Google has 38 % as Closer. Of all 129 middle touchpoints, 40 came from Meta, so Meta has 31 % as Holder.
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đĄ Tip: A channel with a high Initiator share brings new people into the funnel. A channel with a high Closer share converts them. Judge both with the segment New Customers to see which channels acquire customers.