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Terminology Used in the What's Live Report (30-day AP marketing activity)


When receiving the What's Live report once a week, you will find the following metrics represented in the pivot table (on the Landing Pages tab): Page Views, Visits, Requested Information (Participation), LCR, Min of Date and Max of Date. Below are the explanations of these values.

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Page Views

A page view is a visit to a page on the website. If the visitor reloads a page, this counts as an additional page view. If the user navigates to a different page and then returns to the original page, this will count as another page view. On the other hand, unique page views are concerned with only individual visitors. Each visitor is only counted once and therefore, this number tends to be lesser than total page views. Cookies are used to distinguish between the page views and unique page views. Both page views and unique page views play a vital role in defining the statistics of a website.


1 Unique Visitor vs Many Visits.jpg


Visits

A visit is defined as a sequence of consecutive page views without a 30-minute break. A visit always contains one or more page views. (Unique page views are calculated during the same 30-minute session or visit.) Terminology Used in the What's Live Report (30-day marketing activity) When receiving the What's Live report once a week, you will find the following metrics represented in the pivot table (on the Landing Pages tab): Page Views, Visits, Requested Information (Participation), LCR, Min of Date and Max of Date. Below are the explanations of these values.



Requested Information (Participation)

Requested information (sometimes seen in marketing literature abbreviated as RFI, for 'request for information') is made typically during the initial phase when a customer cannot clearly identify program requirements, specifications, and price options. In exchange of that information, the potential customer provides their personal and contact information. Nevertheless, RFI is never a clear indicator that award of a contract will automatically follow.

Participation means that the consumers not only agree to be marketed to, but become involved in creating their own options and steps on how the programs will be offered to them. They decide which way they should be contacted, for which universities, for which academic programs, for which start term. In that sense, the customers create their own contact strategies, even their own marketing strategies, and the provider of the services respects (and utilizes) their preferences. The counts of such occurrences during the last 30 days are found in the Request Information (Participation) column. These RFI values are vital part of calculating the lead conversion rate (LCR).


Lead Conversion Rate (LCR)

In general, LCR shows the percentage of leads that subsequently moved (converted) to the next stage of marketing process (to become customers). As a metric in the What's Live report, LCR indicates how many of the web page visitors requested information in exchange of their personal details. Hence, it is calculated when the Request Information (Participation) counts are divided by the number of Visits. It is presented as a percentage.


Min Date/Max Date

These two columns provide the start date (Min date) and the end date (Max date) of the 30-day period.