Marketing Originated Customer Percentage

A basic calculation is (new customers originating from marketing ÷ all new customers in the same period) × 100. Teams must define what counts as marketing-originated, how first-touch source is captured and which date determines the cohort. The numerator should count customers, not leads or form submissions, so CRM records need a reliable link to actual completed acquisitions.

This differs from marketing-influenced customer percentage, which counts customers who encountered marketing at some point during the journey, even if another channel originated the lead. A customer may be influenced by several campaigns but should not be duplicated inside a single customer percentage calculation. Missing referral data and offline introductions can create uncertainty.

For management reporting, disclose attribution rules and show the underlying sample size alongside the percentage. This metric is an internal business reporting definition rather than a universal Google Analytics standard. Keep its meaning stable over time so a rise or fall is not caused by a silent change in CRM classification.