We take all customer journeys and consider each channel's position in each customer journey.
If a channel is on the first position on 1 or more customer journeys it counts as an Intializer
If a channel is on the last position on 1 or more customer journeys it counts as a Closer
If a channel is located somewhere in between the first and the last position it counts as a Holder
We sum up how often a channel was in the respective position and divide it across all attributed orders. This then leads to the percentage that is shown. The channels in each column (Initiator, Holder, Closer) sum up to 100% (or 99% due to rounding).
Customer journeys with
1 touchpoint
If a customer journey has only one touchpoint, the touchpoint in this case counts as the Initiator and Closer since it did both at the same time. A Holder touchpoint does not exist in this journey.
2 touchpoints
If a customer journey has two touchpoints, the initial touchpoint counts as the Initiator and the last touchpoint as the Closer. A Holder touchpoint does not exist in this journey.