Reporting Guide Forms Campaigns Marketing
Since Reporting started, Open Leads counts every time one of your hosted forms is viewed, so you can see how many visitors turn into leads.
On this page
Part of the Reporting guide.
Forms
Since Reporting started, Open Leads counts every time one of your hosted forms is viewed, so you can see how many visitors turn into leads.
- Views count each time a visitor opens the form. Previews from inside Open Leads and known search-engine robots are not counted.
- Unique visitors count each browser once a day.
- Submissions are the leads that came in through the form.
- Conversion rate is submissions divided by unique visitors.
- Form views are only shown to admins and people who can see every lead. Submissions follow your normal lead access.
Marketing channels and UTM tags
When a form is sent, Open Leads records where the visitor came from: the UTM tags on the page address (source, medium, campaign), the referring site, the device, and any ad click IDs. It keeps the first source for each lead, so a lead that later fills in another form is still credited to what first brought it in.
From those details each form lead gets a Channel:
| Channel | When |
|---|---|
| Paid search | A paid medium such as cpc or ppc, or a Google or Microsoft ad click. |
| Paid social | A paid medium or ad click from a social network such as Facebook, Instagram, LinkedIn or TikTok. |
| Medium email or newsletter. | |
| Display | Medium display or banner. |
| Social | Medium social, or a visit from a social network. |
| Organic search | Medium organic, or a visit from a search engine with no UTM tags. |
| Referral | A visit from another website with no UTM tags. |
| Other campaigns | UTM tags that do not fit any of the above. |
| Direct | No UTM tags and no referring site. |
Break form leads down by Channel, UTM source, UTM medium, UTM campaign or Referring site, and add Won and Win rate to see which marketing brings in customers, not just leads. These details only exist for form leads sent since tracking started.
Tag your ad and email links with UTM tags (for example ?utm_source=google&utm_medium=cpc&utm_campaign=spring) and point them at the page your form is on. Reporting does the rest.
Email campaigns
Campaign reports count your mass email campaigns. Each campaign is dated by when it was scheduled to go out, or when it was created if it was sent straight away.
| Number | Means |
|---|---|
| Recipients | Everyone the campaign was addressed to. |
| Sent | Emails whose outcome is known: delivered or bounced. |
| Delivered, Bounced | Delivered emails, and soft or hard bounces. |
| Opened | People who opened. Automatic opens by email security scanners are left out, so the open rate is closer to real people. |
| Clicked | People who clicked a link, with robot clicks left out. |
| Delivery, open, click, click-to-open and bounce rates | Delivered ÷ sent, opened ÷ delivered, clicked ÷ delivered, clicked ÷ opened, and bounced ÷ sent. |
- Break down by campaign, sender, campaign status, or by date, day of week or hour of day. Best day to send uses day of week.
- Campaign numbers are counted per campaign, so they cannot be clicked to list leads.
- People who can only see their own leads see only their own campaigns.