Analytics shows how many people open the form, how many start answering, how many submit and at which question the others give up. There is nothing to turn on: the form measures itself from the moment it is published. ClĂnica Vitta, in Miami, uses the numbers of its "Free consultation" form to decide which questions to cut.
Where to see it
- Forms › (form) › Analytics — only that form's numbers.
- Analytics, in the side menu — the whole account, adding up all forms, with a filter to see just one.
In both places, the period starts at the last 30 days. The calendar has shortcuts, goes back up to one year and only applies your choice when you click Apply. The period stays in the page address: reloading or sending the link to a teammate opens the same view.
Every team role sees Analytics, including Viewer.
The five numbers at the top
- Views — how many times the form was opened. Each page load counts once; if the same person reloads the page, it counts again. A closed form does not count views. Forms does not use cookies to recognize returning visitors, and this is the trade-off.
- Started — page loads in which the person touched a field. Below it is the rate, such as "45% of viewers".
- Completed — responses received in the period, not counting those in the trash. Below it is the rate, such as "50% of those who started".
- Conversion — completed divided by views. It never goes above 100%: if someone responded with a blocker that prevented the view from being counted, the rate does not overflow.
- Average time — the average, across the period's responses, of the time between the first touch on a field and submission. It is the "Time to complete" each response shows.
In October, Vitta's "Free consultation" had 400 views, 180 started (45% of viewers), 90 completed (50% of those who started), a 22.5% conversion and an average time of 3 min 40 s.
Funnel and Day by day
Funnel draws the three steps side by side: views, started and completed. The gap between the bars shows where you lose the most people: between opening and starting (the title and first question did not convince) or between starting and submitting (the form wore them out).
Day by day shows the three lines per day. A day without activity shows as zero, so you can see the effect of a post or an ad that started on a given date.
Drop-off by field
For each question of the published version, in form order, the chart shows two bars:
- Filled in — how many people filled in the question and moved on;
- Stopped — how many fewer than at the previous question. For the first question, the comparison is with Started.
The chart title points out the worst one: at Vitta, "Most people stop at “Date of birth”: 48 fewer than the previous field". The clinic replaced date of birth with an age-range question and the drop disappeared the following week.
Three things to keep in mind:
- A question shown only to some people (by condition) also shows as a drop, because those who did not see it did not fill it in.
- Hidden fields, text blocks, videos and section dividers are not included: no one fills them in.
- The list follows the currently published version. A question you removed no longer appears.
Day and time of responses
A map of weekdays and hours of the day: the darker the square, the more responses at that time. The title line names the top slot, such as "The busiest time is Tuesday at 20h". Vitta started scheduling its posts for Tuesday evenings.
Account Analytics vs. the form tab
The Analytics page in the menu has the same sections as the tab, with three differences:
- with All forms in the Form filter, the numbers add up the whole account;
- the Forms card appears, with each form side by side (views, started, completed and conversion), from most visited to idle. Clicking a name filters the page by it, keeping the period;
- Drop-off by field only appears with a form picked in the filter, because questions differ from one form to another.
Forms or periods without activity do not disappear from the screen: charts and tables show zeros.
Where to go next
- Response sources, UTM campaigns, devices and locations (Analytics collection) — where visits come from, devices and locations.
- Partial responses, save and continue later and Google Tag Manager (Responses collection) — what the person filled in before giving up.
- Show fields based on the answer (Form logic collection) — conditional questions that show as drops.
- Steps, theme and logo (Appearance and after submission collection) — splitting a long form into steps.
In short: views count each time the form is opened, started counts the loads where the person touched a field, completed counts responses outside the trash, conversion is completed over views and average time runs from first touch to submission; drop-off by field points to the question where most people stop, and the Analytics page adds everything up and compares the account's forms.