> ## Documentation Index > Fetch the complete documentation index at: https://docs.kameleoon.com/llms.txt > Use this file to discover all available pages before exploring further. # Results page glossary > Look up definitions for key terms displayed on the Results page, including attribution window, conversion rate, reliability, and visitor metrics. On this page, you'll find terms appearing on the Results page and their definitions. ## Attribution window The attribution window defines the period of time during which Kameleoon attributes a visitor's conversions and transactions to a given variation. By default, it's set to 1 second. [Learn more about the attribution window](../data-and-metrics/how-kameleoon-counts-conversions#attribution-window) ## Audience Audience is the number of visitors/visits exposed to a variation during a campaign period. It also shows the percentage of exposed visitors/visits relative to the total number of targeted visitors/visits. ## Conversion rate Conversion rate is the figure you seek to optimize during a personalization or an A/B experiment. It's the percentage of visitors converted compared to the total number of exposed visitors. ## Improvement rate Improvement rate measures how much the conversion rate increases for visitors who see a personalization (exposed visitors) compared to visitors whom the campaign targets but who don't see a personalization (targeted but not exposed). ## Minimum detectable effect (MDE) The MDE is the minimum effect size you want to detect in an experiment. MDE is relative to your goal's control mean. For example, if your control variation's conversion rate is 1%, an MDE of 5% lets you detect if the conversion rate goes below 0.95% or exceeds 1.05%. ## Positive outcome experiments A positive outcome experiment is an experiment whose variation has made a significant improvement to the experiment's primary goal. ## Revenue The total revenue that visitors/visits exposed to the personalization generate. ## Revenue per visit/visitor Indicates the average revenue generated by each visit/visitor to the variation. ## Goal A goal is what you want to improve through your personalization. ## Breakdown Breakdown is a sorting tool that lets you display more precise results. ### Acquisition channel breakdown values When you break down results by acquisition channel, two system-generated entries may appear: * **RESTART**: Kameleoon assigns this label to sessions with no referrer. Sessions without a referrer typically occur when a visitor's session becomes inactive while the browser tab remains open, and the visitor then returns to the page. * **DELETED**: Kameleoon assigns this label to visits associated with an acquisition channel that no longer exists. Because the original channel no longer exists, Kameleoon can't match the visit to a named channel. ### Native data point breakdown values For data points that the engine or SDK collects natively, such as browser, page URL, or SDK name, breakdown values reflect the visit rather than the specific experiment or event generating them. This rule applies to both Web Experimentation and Feature Experimentation. * **Visit-level breakdown**: Kameleoon displays the first value received during the visit. If a single visit produces more than one value for the same data point (for example, the browser value changes partway through the visit), Kameleoon shows only the first value received during that visit. * **Visitor-level breakdown**: Kameleoon displays the first value it received for each of the visitor's visits. A visitor with multiple visits contributing different values shows a value for each visit. Because a visitor can have multiple visits with different values for the same data point, visitor counts across breakdown rows can add up to more than the variation's total visitor count. Visit counts don't have this issue since each visit counts toward exactly one value. Don't sum breakdown rows to reconstruct a variation's total visitors. Instead, read that figure from the variation's own row. **Example:** A visitor uses Chrome during one visit and Firefox during a later visit. The visitor-level breakdown shows both Chrome and Firefox. This behavior occurs because the breakdown includes the first value received for each of the visitor's visits. Custom data breakdowns behave differently depending on their type and scope. See [custom data reporting](../../../../developer-docs/custom-data#reporting-and-display-of-custom-data) for details. Learn more about [how Kameleoon counts sessions and visitors](../data-and-metrics/how-kameleoon-counts-sessions-and-visitors). ## Capping Capping lets you limit visitors' exposure to your personalization. ## Planning/scheduling You can schedule your personalization on one or more dates. Personalization displays by default. ## Micro-targeting Micro-targeting lets you hide a personalization if a sufficient number of conditions aren't fulfilled. [Learn more on the weight of conditions](../../../assets/segments/create-a-segment) ## Visit When the same visitor lands on your website, Kameleoon creates a new visit. A visit ends when Kameleoon receives no new activity from the visitor for 30 minutes. ## Visitor Kameleoon measures unique visitors using a first-party cookie that contains an anonymous unique identifier called the `visitorcode`. Kameleoon randomly assigns the `visitorcode` and stores it on the user's device for 365 days.