Results page lexicon

Written by Julie Trenque

Updated on 12/13/2023

2 min


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You have a doubt about the meaning of a data? You are not yet a professional regarding rates? You will become one soon! On this page you will find  all the words necessary to understand and analyze the results of your campaigns.

Attribution window

The attribution window defines the period of time during which a visitor’s conversions and transactions are attributed to a given variation. By default, it is set to 7 days. Learn more about the attribution window


Audience is the number of visits or visitors exposed during the campaign period. It also shows the percentage of exposed visitors in relation with the total number of targeted visitors – the latter is indicated in parentheses.

Conversion rate

This is the figure that you seek to optimize during a personalization or an A/B experiment. It is the percentage of the number of visitors / visits converted compared  to the total number of exposed visitors / visits.

Improvement rate

It corresponds to the improvement of the conversion rate of exposed visitors / visits as compared to visitors / visits that are targeted but not exposed to a segment to a personalization.  

Minimum detectable effect (MDE)

This is the minimum effect size you would like to be able to detect in a given experiment. This is relative to the control mean of the goal you are trying to improve. As an example, if the conversion rate of your control variation is 1%, an MDE of 5% will let you detect if the conversion rate goes below 0.95% or above 1.05%. 

Positive outcome experiments

We consider an experiment to have a positive outcome when the experiment has been stopped or paused and the variation has made a significant improvement to the experiment’s primary goal, or if it is deviated, i.e., 100% of the traffic was allocated to the variation. This pertains to experiments that collected data on at least two variations, usually the reference/original and an additional variation.

The industry average for positive experiment outcome varies depending on the website, and even by specific page type. Some sources suggest the average “success rate” is 12-15%, while others say it’s around 25%.


Indicates the revenue generated by visitors / visits who are exposed to the personalization.

Revenue per visit/visitor

Indicates the average amount generated by each visit allocated to the variation (for Visit mode); or the average amount generated by each visitor allocated to the variation (for Visitor mode)


This is the conversion goal you want to improve through your personalization.

Several types of goals are available.

Access to a page

This goal is converted if the visitor accesses a page whose URL you have defined.

Retention rate

This goal is one of the default settings for all new websites set up with your account. The retention rate records the number of visitors who made at least one click on their landing page.

Number of pages viewed

This goal is converted if the visitor has visited the number of pages you defined.

Number of converted visitors

Total number of visitors who converted the goal at least once.

This indicator is suggested in results chart if you have chosen to display visitors (and not the visits).

  • If the “Converted Visitors” option is enabled, then the number displayed is the number of visitors who converted the goal at least once;
  • If the “Total conversions” option is enabled, then the number displayed is the total number of times the goal has been converted.

Custom goal

You can configure a goal yourself. For example, you can decide to track the transactions made on your site, and define a number of transactions or an average cart value to reach to validate the goal.

Time spent

This goal is achieved if the visitor has spent the amount of time you defined.

Click tracking

This goal is reached if the visitor clicked on a defined item.


The breakdown is a sorting tool that allows you to display more precise results: you can view your results by browser, operating system, days of the week, etc.
It is also possible to filter the results. The filter, unlike breakdown, only displays the results for the chosen filter.


  • If you break down your results by device type, all your data will be displayed but divided into three groups (desktop/smartphone/tablet);
  • If you filter your results by device type and choose the “Smartphone” filter, only data about visits/visitors on smartphone will appear; the others will not be displayed.


Capping allows you to limit exposure to your personalization in order to manage marketing pressure on your visitors.

You can choose the percentage of your segment exposed to your personalization. You can also decide to stop your personalization once a certain number of visitors have been exposed.

It is also possible to set up the capping by visitor by clicking on “+ Add frequency capping options per visitors”.


You can schedule your personalization to one or several specific date range. By default, the personalization is displayed all the time.

In the “Planning” part, click on “+ Add a date range ”. You can add as many date ranges as you want to.


You might want to display your personalization not if all conditions are fulfilled but if a sufficient number of them is. To do so, use the Micro-targeting option.

Two options are available:

  • Enable the display when all targeting conditions of your segment are observed (default option);
  • Enable the display when the cumulative weight of the active targeting conditions is sufficient.

Learn more on the weight of conditions


Every time the same visitor lands on your website, a new visit is created by Kameleoon and ends as soon as no new activity event (exposure to a campaign, page view, scroll, clicks, etc.) has been received by Kameleoon over the last 30 minutes. A new visit is created by Kameleoon after 30 minutes of inactivity.


The measurement of unique visitors is based on a first-party cookie that contains an anonymous unique identifier, called the Kameleoon visitorcode, randomly assigned to a visitor. This ID is used to uniquely identify a browser or device. Our visitorcode is stored during 365 days on the user’s device.

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