The other powerful aspect of conversion metric functionality is that Apollo’s relational capabilities make conversion metrics re-usable for any digital analytics implementation. Typically, if an analytics vendor wanted to share a custom conversion metric with multiple customers, it would be difficult because the definition of the conversion metric would be tied to different variable numbers for each organization.
For example, even if Company A and Company B have Form Starts and Form Completions, the vendor couldn’t share a Form Completion Rate conversion metric because Company A and Company B likely use different variable numbers for Form Starts and Form Completions. But since Apollo uses a relational database to know which data elements are needed for conversion metrics and which variable numbers are being used by each organization, the same conversion metric can be leveraged by hundreds of organizations. Apollo can therefore continuously add more and more conversion metrics to its library, knowing that there are economies of scale that will make them available to all organizations. This means that vendors (and altruistic members of the digital analytics community) can help customers and peers by creating and sharing reusable, best-practice conversion metrics.