The numbers of a form

Views, forms started, submissions and the completion rate. The list shows the last thirty days per form, and clicking the numbers opens the analytics with a period, a comparison and a funnel.

What gets counted

A view counts once the form is on screen, two seconds have passed and the visitor has moved, by mouse, scroll or keyboard. Without that condition every machine would count too and the completion rate would be decoration. Started counts at the first field somebody touches. A submission is counted by the server once the record stands; rejected submissions do not count. View and start count once per visit per day, a field interaction once per field per page view.

Where people drop out

The funnel runs from views through the completed pages to the submission. Every stage says how many reached it and how many stayed there. The last page has no Next but a Submit, so its completion is the submission. On a single page form the page stages fall away, because there is nothing in between. Below it sits which fields were touched; a field almost nobody touches either sits too far down or is not understood.

The drop-off is in the builder too

Next to every page stands the percentage that leaves there. A number you only see on another screen leads to no change, because you are not looking at it while you are changing things. It disappears as soon as your draft differs from what was saved: the numbers belong to page positions, and inserting a page would move every number behind it onto the wrong page. After saving they are back.

No cookie, no address, no identifier

What is stored is one row per form per day with counters in it, nothing else. There is no visitor id, no cookie and no IP address. That a visit belongs together is remembered by the browser in a random string that never leaves the tab. That is why the numbers still stand unchanged after a record has been anonymised: they never said anything about it. The day is your account's day and not world time, so an evening does not fall onto the day after.

Your own analytics tool hears it

The embedded form reports thirteen events to the page it sits on, from loading through every field interaction to a successful submission, an abandonment and a booked appointment. They are pushed to dataLayer for a tag manager and dispatched as an event on the document for your own code. That lets you measure a form completion as an ad conversion, in the tool you already use and in real time. What travels is the id, a page number, a field key and a percentage, never an entered value. The form loads no foreign scripts: a counting pixel firing before your consent banner has asked would be your problem, not ours.

Counting can be switched off

On the right of the builder there is a switch per form, on by default. Off means the browser reports nothing and the server writes nothing. Earlier numbers stay, no new ones are added. The events to your own analytics tool keep going, because that is your page.

Step by step

1. Open Forms. Every row shows views, submissions and rate for the last thirty days.
2. Click the numbers to open the analytics for that form.
3. Pick the period in the top right. Under every figure sits the comparison with the equally long period before it.
4. In the funnel, find the stage where most people stay.
5. Go back into the builder and change the page the drop-off sits on.

Why is the view count lower than the visits in my own tool?

A view only counts after two seconds and a sign of life from the visitor. That drops machines and instant bounces, which your tool usually keeps.

One form only shows dashes.

Then nothing was measured in the last thirty days. A zero would claim a measured rate that does not exist.

I renamed a field and now see it twice.

A counter is a statement about a point in time. The old numbers stay under the old name instead of being rewritten in hindsight.

Why does my single page form have no page funnel?

A page completion happens at the Next button, and there is none. Views, starts and submissions are still there.

Do I need a cookie notice for these numbers?

Not for ours, because nothing that recognises a visitor is stored on their device. What your own tag manager does with the reported events is your decision.

How do I switch counting off for a single form?

In the builder on the right, under Count views and drop-offs. Existing numbers are kept.