Your personal IKUU Report provides you with a complete overview of your digital marketing activities. A correct interpretation of the information that is provided enables you to draw valuable conclusions. To help you get started, this list of definitions will guide you through your report. Still something unclear? Please do not hesitate to give us a call!


A lead, or a prospect, is a person that expresses an interest in your goods or services (e.g. by requesting additional information), converting him or her into a potential client.

Submission & Conversion

A conversion is a transaction on your website, initiated by a visitor. This could be a purchase, a completed contact or download form, or a request for a product demo, for example. Each successfully completed form – for example to download an eBook or to sign up for a demo – is counted as a submission. Only the first submitted form counts as a conversion, as this is the moment a visitor ‘converts’ into a lead.

Submission Rate & Conversion Rate

The conversions and submissions are translated into rates by simply dividing them by the number of unique visitors. A higher conversion rate is obviously better, as this means that more visitors are willing to trade their contact details for your content. The submission rate tells you how devoted your visitors are. The higher the submission rate, the more people return to your website to download additional pieces of content.

Total visitors, unique visitors, average page views

A unique visitor is a person who visits a site at least once within the reporting period. The total number of visitors is the sum of the unique visitors, plus the additional visits from unique visitors (the people that have already been on your website before). The average number of pages viewed per visit is the average number of pages that any visitor opens during a single visit, regardless of whether he/she is a new or returning visitor.

Impressions, clicks, conversions, average cost per conversion

Impressions indicate how often your ads are shown. Clicks is the number of times someone clicks on your ad. A conversion occurs each time a new visitor successfully completes a desired goal. This could be anything: you determine what the desired goal is. Examples are a successfully filled out form or a purchase. By dividing the total amount of money spent, with the total number of conversions, you’ll get the average cost per conversion.

Total page views

Total page views is the sum of all page views. The number can be calculated by multiplying the total number of visitors with the average page views per visit.

Top performing pages & Top downloads

The top performing pages are the pages on your website that have been visited most frequently. The top downloads indicate which content has attracted the most downloads over a given period.

Top Sources

This graph shows the top sources of your traffic and compares them to the sources of your conversion. This graph gives you insight in the effectiveness of different marketing channels.

Click-through rate

This is the ratio of users who click on an ad to the total number of impressions. If an ad is shown 200 times and has received 10 clicks, the click-through rate is 5%.


Cost per click is the monetary amount you have paid for each click on a specific ad.

Open rate (email)

The open rate indicates how many people opened the mail you have sent out, expressed as a percentage. It is calculated by dividing the number of email messages opened by the total number of email messages sent, excluding those that bounced. A bounce is an email that has ended up in the spam box or that was not received at all.

Click rate (email)

This is the ratio of recipients who clicked on a link (within the mail you have sent out) to the total number of emails that you have sent out, expressed as a percentage.

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