Name
| Definition
| Calculation
|
Sessions
| A session is a group of user interactions (pageviews, form activity, conversions) on the website within a given time frame.
| Each user is assigned a session identifier. A session defines any website or form activity within a continuous timeframe. Sessions are ended after 30 minutes of inactivity. If the user comes back again after the session expires, a new session will be created and reported separately.
|
Pageviews | Number of page views, loads or impressions. | Amount of Exatom tag executions |
Visitors
| Unique number of users on your website.
| Each user on your website is assigned a unique Exatom client-specific identifier. This means the same user will have a different identifier when browsing other Exatom's client websites. Our user identifier is a SHA256 hash of (Exatom client ID + IP address + User-agent). A SHA256 hash is an irreversible hashing mechanism which makes it impossible to reverse engineer to see what data it was used to create it. |
Starts
| The number of times a session started interacting with your form. A session that started the same form multiple times will only be counted once.
| An interaction is defined as starting to fill out your form (fill a field, change a checkbox/dropbown/etc). Selecting or moving between fields without changing its data is not considered a start activity.
|
Conversions
| The Exatom conversion tag measures the number of form completions. A session that converts multiple times on the same form will be only reported once.
| A conversion is attributed to the last form the user interacted with before the conversion.
|
Page abandoners | Number of users that did not interact with your form. | Sessions - Starts |
Initial abandoners
| Number of users that started your form but did not convert.
| Starts - Converters
|
Duration to conversion
| The average time in seconds it takes to complete the form is measured by the Exatom conversion tag. Abandoned sessions are not taken into account.
| Conversion time - Form start time
|
Duration to submit
| The average time in seconds it takes to complete the form is measured by a form-submit action. Abandoned sessions are not taken into account.
| Form submit time - Form start time
|
Hesitation-time
| The average amount of time a user spends on your form or field without making any changes. | During the process of a user filling out a form, we define two sets of measurements for each form field: interaction and hesitation time. Both measurements can happen more than once when filling in a form field. The hesitation time also includes the time needed to go to the next field or perform the next action, for example, submitting the form.
|
Autofills
| The amount of users that used the build-in autofill feature of the browser or used an autofill extension like 1Password, LastPass, RoboForm and others.
| - |
Errors
| The number of times we detected an error on a field.
| Exatom uses various techniques (text, color, API, etc) to determine if the user received an error on a field. |
Submits
| The number of times users tried to complete your form.
| A click on a button, pressing enter or return, we collect every time a user tries to submit a form.
|
Submits and convert
| Number of users that successfully submitted the form the first time.
| The number of times we record one submission for one conversion.
|
Submits failed
| Number of users that tried to submit the form but it failed and no conversion event occured.
| Submission of a form might fail due various circumstances: incomplete fields, validation errors, technical errors, etc. One click per second is accepted. Submits failed is calulated by: all submit events - the amount of submits once success events.
|
Re-submits success
| Number of users that had a initial failure submitting the form but eventually succeeded.
| The amount of conversion events minus the amount of submit once success events.
|
Initial submit but abandoned
| Number of users that tried but failed to submit the form one or multiple times and left before completing.
| The amount of submit failed events minus the amount of re-submit success events.
|
Total conversion value
| The total amount of revenue generated by your form.
| The sum of all conversion events revenue passed in the conversion event or when not available the multiplication of conversions with the AOV value set on the form.
|
Average conversion value
| The average revenue generated by your form.
| The average of all conversion events revenue passed in the conversion event or when not available the AOV value set on the form.
|
Missed conversion opportunity | The total amount of revenue missed. | Page abandoners + Initial abandoners + Initial submits but abandoned. |
Corrections | The amount of times a user corrected an earlier changed field | A correction is only recorded when a user modifies a field after changing another field. For example, changing the email field, then clicking on the telephone field and realising you made a typo does not count as a correction.However, if you first continue completing the telephone number field and then correct the email field it will count as a correction. |
| Dropoffs | A field is marked as a drop-off field if a user last interacted with that field but did not convert in the end. | - |
Rage clicks (field) | A rage click is a user mouse or touch-screen action performed by quickly clicking a field, its label, or its related error. Usually, an indication of frustration or issues with the form or field rage clicked. | We require at least 4 clicks in a 1-second timeframe to be a rage click For non-text-based fields (dropdown, upload, color selection, etc), we require at least 3 clicks in a 1-second timeframe to be a rage click. |
Blank rate | The amount of times users ignored or skipped your field by not interacting with it. | - |