Understanding Sendlane Form reporting and metrics
Overview
The Sendlane Forms page displays each form’s number of impressions, click through rate, email conversion rate, SMS conversion rate, and the total amount of lifetime value for Contacts who signed up for your content via the form. Read on to learn more about how Sendlane calculates each metric!
In this guide
Impressions
The Impressions metric represents the number of times your form has loaded on the page.
Click through rate (CTR)
Clicks are counted when a user clicks on a form field, a form button, or when copying and pasting text from a form. Clicks are not unique; multiple clicks per website visitor will be recorded. A form’s click through rate (CTR) is calculated as total clicks divided by total impressions.
Email conversion rate (Email CVR)
A form’s email conversion rate (Email CVR, sometimes also called “email submit rate”) is calculated as total email addresses collected divided by total impressions.
SMS conversion rate (SMS CVR)
A form’s SMS conversion rate (SMS CVR, sometimes also called “SMS submit rate”) is calculated as total phone numbers collected divided by total impressions.
Lifetime value (LTV)
A form’s lifetime value (LTV) is the total amount of lifetime value for Contacts who subscribed to your account via each form.
A Contact’s LTV is counted in the LTV column of every form they have submitted. Let’s look at an example of how Contacts signing up for multiple forms affects forms’ LTV calculation.
This table represents the LTV of a Sendlane user’s forms before Contact A, who has an LTV of $200, submits any forms:
| Form | LTV |
|---|---|
| Form A | $1,000 |
| Form B | $1,500 |
| Form C | $750 |
| Form | LTV |
|---|---|
| Form A | $1,200 |
| Form B | $1,500 |
| Form C | $950 |