Important contact metrics are located at the bottom of each stage of the Lifecycle Map: Contacts (%), Conversion Rate and Average Duration.
Contacts indicate the number of contacts in the stage, also known as the percentage of the total number of contacts in all stages. The percentage is determined by contacts in a stage divided by total number of contacts in all stages. For example, if there are 194 (.29%) contacts in the New Customer stage that equates to 668 total contacts in all stages (194/.29=668).
Conversion rate equals the percentage of the number of contacts that moved forward to the next stage in the last 90 days, divided by the average number of contacts that were in that stage over the last 90 days. For example, if there were an average of 100,000 contacts in a stage over the last 90 days and 12,000 contacts were moved forward in the last 90 days, the conversion rate equals 12% (12,000/100,000=.12).
The average number of contacts equals the sum over 90 days (per stage) divided by 90 days. The system adds up all of the contacts per day over the last 90 days, then divides that total by 90 days. For example, on day 90 there are 90,000 contacts in the Initiate stage, but on day 89 there were 75,000 contacts and on day 88 there were only 50,000 contacts. All of the contacts per day over the last 90 days are added up and divided by 90 (sum of the contacts per day over the last 90 days/90).
Duration is the average age of the contacts in a stage, measured in days. It indicates how long, on average, you may expect contacts to stay in a stage. Your goal as a marketer is to reduce the average duration over time as you move contacts through the lifecycle. ROI maintains a snapshot of Lifecycle refresh each day for 365 days. Using the snapshot history the system determines the date a contact moved in or out of a specific stage and therefore can calculate the days a contact has been in a stage.
To elaborate, it's the total number of days contacts were in the stage, averaged out across all contacts that moved out of the stage. The number is recalculated each Lifecycle refresh. For example, if there are 50 total contacts in the Initiate stage but only 5 of the 50 moved stages during the Lifecycle refresh. Three moved on to the Advance stage and two moved to the Other stage. The contacts who moved to the Advance stage spent 24, 103 and 93 days in the Initiate stage respectively. The contacts who moved to the Other stage did so after 10 and 22 days each. To determine the average duration, you divide the sum of the days all contacts spent in a specific stage by the total number of contacts who moved to a different stage. In this example: (24+103+93+10+22) / 5 = 50.4. Because ROI rounds down, the average duration for the Initiate stage in this example is 50 days.