Form Insights
Form Insights tracks views, starts, and completions per Form, with conversion rate. Use it to identify Forms that aren't converting, unusually long Forms, and where in the flow consumers drop off.
In short: Form Insights shows you which Forms convert well and which don’t. Look at view-to-start and start-to-completion rates to spot problems.
What’s measured
Per Form:
- Views — visits to any of the Form’s Links
- Starts — visitors who began answering questions
- Completions — visitors who finished the Form
- Submission counts — completions that became Submissions
- Lead counts — incomplete starts that captured contact info
Plus derived metrics:
- View-to-start rate — what fraction of visitors begin filling out
- Start-to-completion rate — what fraction of starters finish
What good looks like
Reasonable targets vary by Form complexity and traffic source:
- Short Forms (3-5 steps) — start-to-completion rates of 60-80% are healthy
- Medium Forms (6-10 steps) — 40-60%
- Long Forms (10+ steps) — 20-40% is realistic; below 20% suggests a problem
These are rough guides, not commandments. Compare your Forms against each other rather than against external benchmarks.
What low completion suggests
If a Form has high views but low start-to-completion:
- Form is too long for the traffic source — try splitting or shortening
- A specific step is causing drop-off — examine which step (where supported)
- Required fields are too aggressive — making everything required hurts completion
- Mobile experience is poor — verify on a phone; many drop-offs are mobile-related
- Wrong audience for the source — the Link is being shared in a context where these prospects don’t actually want a quote
Compare Forms
Use Form Insights to A/B test your Forms:
- Run two variants (a duplicated Form with different question count, structure, or branding) on similar traffic
- Compare conversion rates after a meaningful sample size
- Iterate on the structure that works
Views, starts, and primary Link
Form views aggregate across all the Form’s Links. For per-Link breakdown, see Link Performance — useful for separating campaigns or partners.
Common questions
A Form shows views but zero starts. Either the Form is broken (consumers can’t get past the first step due to a bug) or visitors aren’t motivated to start. Open the Form’s Link in a private tab to verify it works; consider whether the page sending traffic is targeting the right audience.
My completion rate dropped suddenly. What might cause that? Recent changes to the Form (added steps, made a field required, changed branding), traffic source change (different audience), or a technical issue (autosave failing on a particular browser version). Check the change log on the Form first.
Can I see step-by-step drop-off? Where supported, yes — Form Insights breaks down where consumers stopped. Some configurations don’t expose this granularity; bulk export and external analysis is the fallback.
Are sample/test submissions counted in Insights? Sample submissions are excluded from production reports by default. Verify your filter if you’re seeing unexpected numbers.