Definitions

Definitions

Metrics

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.
DropoffsA 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.
-

Rates

Name
Definition
Calculation
Start-rate
Percentage of users that interacted with your form.
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 as a start-activity..

The rate is calculated as follows: starts / pageviews * 100
Conversion-rate
Percentage of users that completed your form.
conversions / sessions * 100
Autofill-rate
Percentage of users that used the autocomplete feature.
autofills / starts * 100
Error-rate
Percentage of users where an error was detected on a field.errors / starts * 100
Submit rate
Percentage of users that tried to submit your form.
submits / starts * 100
Submit once success rate
Percentage of users successfully submitted the form the first time.
submits once success / submits * 100
Submit failed rate
Percentage of users that tried to submit the form but failed.
submits failed / submits * 100
Resubmit success rate
Percentage of users who initially failed to submit the form but eventually succeeded.
submits re-submits / submits failed * 100
Initial submit but abandoned rate
Percentage of users that tried but failed to submit the form one or multiple times and left before completing.
submit abandonners / submits failed * 100

Trends

Name
Definition
Calculation
TrendsCurrent data-point compared to the previous period. For example, by selecting last 7 day's you'll achieve a week-over-week comparison.
We calculate the trends in the following way: * trend period = last number of N days * previous trend period = Last number of N days before the 'trend period' * trend value = (sum of value of data-points of 'trend period' - sum of values of data-points of 'previous trend period') * trend rate = 'trend value' / sum of values of data-points of 'previous trend period' * 100



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