The translation of an existing Parameter to one that is understood by ConversionRuler.

Example:
A Web site's Campaigns have been tracked using something like:

     www.homepage.com?src=overture&keyword=newproducts

The mapping would say that the value of the "src" parameter should be translated to ConversionRuler's "source" field and that the value of "keyword" should be translated to ConversionRuler's "kw" field.

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