Why is my Originator Mix low for a Particular Tactic?
In the event of a mult-touch point funnel, you will typically see Originator as one of the positions.
But C3 applies conversion controls (eliminating unviewable display, sometimes last-minute nefarious media jumping in unduly right before conversion, also eliminates brand term search at the bottom of the funnel when preceded by other media)...and thus you can end up with a conversion controlled single touchpoint funnel.
What happens in this case when there is only a single touchpoint left?
The nomenclature for a conversion controlled single touchpoint funnel is: Converter
Years ago, C3 used to have a fifth class of attribution credit called "ORAC 100" which stood for a tactic which was 100% of the funnel for attributed credit and thus assumed all positions of Originator, Roster, Assist, Converter (ORAC)...but people didn't digest that fifth class well, and so an Originator which is a conversion controlled single touch funnel is thus called Converter.
Essentially, this is why focusing on the Total Attribution column is usually the preferred column of focus.