Guidance Needed Clickbank Order Form Impression Count

It means that is the number of views of the order form for the product. Usually the order form impressions will be lower than the hop count impression unless you are directly sending people to the order form instead of the salespage.

If you are sending people to the salespage and have a higher number of order form impressions it could be that someone has reloaded that page several times or repeatedly closed and opened their browser without closing out that page. The other possibility is that it is a bot that has not been caught by CB's filters.

There can be several reasons for someone to click through to the order form but not buy. One is to see the price. Another is to see if they get a discounted offer price if they click through and then close out. Another is to see if there is more information about the product on that page. Another is just to see what the order page looks like. Another is to see what payment methods are available. Another is they are unsure and changed their mind when it came time to actually pay. Another is they got interrupted or distracted and never got back to it. Another is just curiosity. Another is an accidental click. Another is a temporary or ongoing problem with the order page or payment button. Another is that it is another affiliate clicking through and not an actual customer.

I could go on, but as you see, there are many reasons for this to happen and no one can tell you exactly what is happening with your particular customers. If you have these people on an email list, you can send them follow up emails and continue trying to sell them on this product since they have express at least some interest. Or if you have a retargeting list, you can continue targeting them with ads.

Since your order impressions are higher than your hop count, I would assume (if you are sending them to a salespage before the order form) that you actually had far fewer individual customers getting to your order page and one of the things I listed in the second paragraph happened.