Analytics

Expand Analytics in the Forms sidebar to reach its six screens: Dashboard, Funnel & Drop-off, Source & Attribution, A/B Testing, Reports and Survey Reporting. Each one covers the forms in the open project.

Dashboard, Funnel & Drop-off, Source & Attribution and A/B Testing have a time range menu at the top right: Last 7 days, Last 30 days (the default) or Last 90 days. A range starts at midnight on its first day, and each screen goes back to Last 30 days when you open it again.

Views and starts are recorded on a form's public link, so a form only gathers them while it's published.

• A view is one browser session opening the form. Reloading the form in the same tab doesn't count again.
• A start is recorded when the respondent answers their first field.
• A submission is a saved response. Analytics leaves out responses marked Spam.

The rates divide one step by another:

• Conversion: submissions divided by views.
• Start rate: starts divided by views.
• Completion: submissions divided by starts.
• Avg completion time: the average time respondents spent from the form's fields appearing to submitting.

A rate shows a dash when there's nothing to divide by, for example a form with no views in the range.

Choose Analytics → Dashboard to see every form's activity in the time range.

• The figures across the top show Views, Starts, Submissions and Conversion, then Start rate, Completion and Avg completion time.
• Trend plots views, starts and submissions for each day of the range.
• Status mix lists the statuses of the responses submitted in the range, each with its count and share.
• Per-form performance lists each form with its status, views, starts, submits, conversion and average time, most submissions first (then most views). Search it by form name, and click a form to open its settings.

The list shows 25 forms a page; switch to 10, 50 or 100 at the bottom.

Funnel & Drop-off shows where respondents leave one form. Pick the form from the form menu at the top right, next to the time range.

The Funnel card shows how many respondents Viewed, Started and Submitted the form, each as a share of views, with the start rate and the completion rate of starts.

While someone fills in a form, Forms saves their progress two seconds after each change, once they've answered a first field. A form that asks respondents to opt in before their progress is saved keeps nothing until they opt in. A saved session counts as abandoned when it was never submitted and has had no activity for 30 minutes, and its last activity falls in the time range.

• Abandoned sessions, Median time to abandon (from the first save to the last activity), Avg progress at exit (how much of the form was answered) and Conversion run across the top.
• Field drop-off lists the form's fields in order, with the share of abandoned sessions whose last touched field was each one.
• Page drop-off appears when the form has more than one page, and shows which page abandoned sessions were on.

The Abandoned sessions list on Funnel & Drop-off shows each abandoned session of the chosen form, most recent first. Each row shows the respondent's email (or Anonymous), their progress, the last field they touched, the page they were on, the time they spent and when they were last active.

Search the list by respondent email or field name. It shows 25 sessions a page. Until a session is abandoned in the time range, it shows Nothing abandoned.

To follow up on unfinished responses, use Responses → Partial / Abandoned, covered in Responses.

Source & Attribution shows which channels, campaigns and referring sites bring views and submissions. To track a channel, add UTM parameters to the form's public link, like ?utm_source=newsletter&utm_campaign=spring. Forms stores utm_source, utm_medium and utm_campaign with every view, start and submission from that link. It also records the referring site's address when the browser sends one, and an embedded form reports the page it's embedded in.

The tabs group the activity by Source, Medium, Campaign or Referrer. Activity without a value is grouped as (direct) for Source and Referrer, and (none) for Medium and Campaign. Each row shows views, starts, submissions and conversion, most submissions first.

The figures across the top show Attributed submissions (the share of submissions that carry a UTM value or a referrer), the number of distinct Sources and Campaigns, and the Top source. The form menu narrows everything to one form, and starts at All forms. Responses marked Spam aren't counted.

An A/B test shows respondents different versions of a form's title and description, so you can see which version gets more submissions. You need permission to edit forms: the buttons are disabled for roles that can't.

1. Choose Analytics → A/B Testing.
2. Under Start a test, choose Add variants next to the form. For a form that already has variants, choose Variants.
3. Name each variant, and write its Title override and Description override. Leave either blank to keep the form's own text. The first variant is the Control.
4. Optional: choose Add variant for more versions, or the trash icon to remove one.
5. Turn on Run this test, then choose Save variants.

A running test needs at least two variants, and every variant needs a name. The variants save as soon as you choose Save variants. Turn off Run this test to pause it: the variants are kept but not shown.

While a test runs, Forms picks one variant at random each time someone opens the form, so visits split roughly evenly. That variant's title and description replace the form's own for the visit.

Each form with variants gets a card on A/B Testing, marked Running or Paused. Its table lists each variant with its views, submissions, conversion (submissions divided by views) and lift: how much higher or lower its conversion is than the control's, as a percentage.

The Significance column compares each variant with the control using a two-proportion test at 95% confidence:

• Winning or Losing: the difference is significant (p below 0.05).
• Not significant: the difference could be chance, with its p-value.
• Not enough data: the variant or the control has no views yet.

Visits from before the test, or from while it was paused, appear as Original (no variant). The figures across the top show Running tests, forms with variants (Configured), Significant winners and Variant views. Open form opens the form's settings.

Reports and Survey Reporting open the same list of the project's forms, the most responses first. Search it by name, and click a form to open its report. The figures across the top count Forms, Responses, the forms that send a Weekly digest and the Digest recipients.

A form's report shows:

• Total responses (with how many need review), Resolved (the share that are Complete or Approved), Avg score and High priority.
• Response volume for each of the last 7 days, and a Status breakdown of all responses.
• The Responses tab, with the same tools as the Response Inbox for this form only. See the Responses guide.
• The Survey report tab, with a summary of every question.
• The Acknowledgements tab, when the form asks respondents to acknowledge a policy: who acknowledged, the name they typed, whether they read to the end and when.

Export CSV downloads all of the form's responses, for roles that can export responses. Open builder opens the form in the builder, and Back returns to the list.

The Survey report tab of a form's report summarizes each question across all of its responses, with how many responses answered it.

• Choice, picture choice, yes/no and consent questions: a count and share for each option.
• Star ratings and linear scales: the average, lowest and highest answer, and a count for each value.
• Opinion scales: the average out of the scale's steps, and a count for each step.
• NPS: the score (the share of promoters, who answer 9 or 10, minus the share of detractors, who answer 0 to 6), the split of detractors, passives and promoters, and a count for each value.
• Matrix questions: a grid counting each answer in each row.
• Ranking questions: each option's average rank, best first.
• Number, currency, product and calculated fields: the minimum, average and maximum.
• Text, contact, date and booking questions: the eight latest answers.

On a quiz, a Quiz summary comes first: the average score, the pass rate against the quiz's pass mark and the share of correct answers for each question. Until the form has responses, the tab shows No data yet.

A weekly digest emails a form's figures for the last 7 days to the people you choose: its responses, views and starts, its completion rate, how many responses are High priority, and a count for each status, with an Open responses button. Digests go out on Mondays (UTC), and archived forms don't send one.

Add the recipients in the form's settings under Notifications, covered in Form settings. The Weekly digest emails list at the bottom of Reports shows each form that has recipients, and its Configure button opens that form's Notifications settings. When no form has recipients, Set up a digest opens the first form's.

Digests need both email and scheduled jobs to be set up for your deployment. Workspace Settings → Configuration shows whether they are.