Understanding Form Analytics and Performance Metrics

Track form performance with detailed analytics dashboards. Monitor views, submissions, conversion rates, and identify where respondents drop off to optimize your forms for better completion rates.

Prerequisites

  • Account: Active FormRobin account (Free or Individual plan)
  • Published form: At least one form with submissions
  • Time filtering: Individual Plan required for custom timeframe filters

Accessing Form Analytics

View analytics for any of your forms:

  1. Go to your Dashboard or Forms list
  2. Find the form you want to analyze
  3. Click the Analytics button or link
  4. The Analytics Dashboard opens with performance metrics

Forms list showing Analytics button (chart icon) highlighted on a form card

Tip: Individual Plan users get automatic analytics updates every 30 seconds. Free plan users can refresh the page to see the latest data.

Overview Metrics

The top of the Analytics Dashboard displays three key performance indicators:

Total Views

  • What it measures: Number of times your form was loaded
  • Counts: Every page load, including returning visitors
  • Use case: Measure form traffic and reach

Total Submissions

  • What it measures: Number of completed form submissions
  • Counts: Only forms that were fully submitted
  • Use case: Track form completion success

Conversion Rate

  • What it measures: Percentage of views that resulted in submissions
  • Formula: (Submissions / Views) x 100
  • Example: 50 submissions from 200 views = 25% conversion rate
  • Use case: Measure form effectiveness and user experience

What's a good conversion rate?

  • 50%+: Excellent - form is clear and engaging
  • 25-50%: Good - room for improvement
  • 10-25%: Average - consider simplifying
  • Below 10%: Needs improvement - form may be too long or confusing

Analytics dashboard showing Total Views, Submissions, Conversion Rate, and Question Drop-off Analysis table

Filtering by Time Period

Analyze performance over specific time ranges:

  • Past Week: Last 7 days (Individual Plan required)
  • Past Month: Last 30 days (Individual Plan required)
  • Past 12 Months: Last year (Individual Plan required)
  • All Time: Complete form history (Available to all plans)

To change timeframe (Individual Plan only):

  1. Click the Time Period dropdown at the top of the page
  2. Select your desired timeframe
  3. Metrics update automatically to reflect the selected period

Free Plan users: Upgrade to Individual Plan to unlock custom timeframe filtering and analyze trends over specific periods.

Question Drop-off Analysis

See where respondents abandon your form with field-by-field analysis:

Understanding the Drop-off Table

The Question Drop-off table shows five columns:

  • Question: Field label from your form
  • Order: Position in the form (1st, 2nd, 3rd question, etc.)
  • Responses: Number of people who answered this question
  • Response Rate: Percentage of viewers who reached and answered this question
  • Drop-off Rate: Percentage of respondents who abandoned the form at this question

Questions with high drop-off rates are flagged with a High Drop-off badge so you can quickly spot problem areas.

Example:

  • Question 1 (Name): 180 responses, 90% response rate, 5% drop-off
  • Question 2 (Email): 170 responses, 85% response rate, 6% drop-off
  • Question 3 (Phone): 100 responses, 50% response rate, 41% drop-off <-- Drop-off point!

This shows a large portion of respondents abandoned the form at the phone question.

Using Drop-off Data to Optimize Forms

High drop-off rates indicate:

  • Question is too personal or sensitive
  • Question is confusing or unclear
  • Form is too long (user fatigue)
  • Technical issue (field not working properly)

Optimization strategies:

  • Reorder fields: Move less critical questions later in the form
  • Make fields optional: Don't require sensitive information upfront
  • Simplify: Remove unnecessary fields causing drop-off
  • Add context: Use Statement fields to explain why you need the information
  • Test changes: Monitor analytics after changes to measure improvement

Recent Activity and Submissions

View recent form submissions directly from the Analytics page:

  • Recent Activity table: Shows latest submissions
  • Session ID: Each response has a unique identifier
  • Started: Full date and time of each submission (e.g., "Jan 15, 2026, 3:30 PM")
  • Status: Shows whether the session is Completed or In Progress
  • Responses: Number of fields answered in that session
  • Completion: Visual progress bar showing how much of the form was completed
  • Quick view: Click on a submission to view details in a modal

To view all submissions, click View Sessions button to go to the full responses page.

Dashboard-Level Analytics

Your main Dashboard also shows aggregate analytics across all forms:

  • Total forms: Number of forms you have created
  • Form starts: How many times visitors began filling out your forms
  • Submissions: Total completed submissions across all forms
  • Conversion rate: Overall conversion rate across all forms

Accessing Dashboard analytics:

  1. Go to your main Dashboard
  2. Use the timeframe filter to select a period (Individual Plan only)
  3. View aggregate metrics at the top
  4. Scroll down to see per-form performance

Automatic Analytics Refresh

Analytics auto-refresh behavior depends on your plan:

  • Individual Plan: Analytics auto-refresh every 30 seconds while the page is visible, so you see new data without manually reloading
  • Free Plan: Analytics do not auto-refresh. Reload the page manually to see updated data

Analytics Behavior and Limitations

  • Auto-refresh: Individual Plan users get automatic updates every 30 seconds; Free plan users must refresh manually
  • View tracking: Each page load counts as a view (including refreshes)
  • Unique vs total: FormRobin tracks total views, not unique visitors
  • Drop-off calculation: Based on partially completed submissions
  • Historical data: Analytics start from form publication date
  • Time filtering: Custom ranges require Individual Plan

Plan Requirements and Upgrades

  • Free Plan:
    • View all-time analytics
    • See overview metrics (views, submissions, conversion)
    • Access question drop-off analysis
    • Manual page refresh for updated data
    • No custom timeframe filtering
  • Individual Plan:
    • All Free Plan features
    • Filter by Past Week, Past Month, Past 12 Months
    • Automatic analytics refresh every 30 seconds
    • Trend analysis over specific periods

Tip: Upgrade to Individual Plan to unlock timeframe filtering and automatic analytics refresh. View plan comparison.

Analytics Best Practices

  • Check weekly: Review analytics regularly to spot trends
  • Compare periods: Use timeframe filters to compare performance
  • Test changes: Make one change at a time and measure impact
  • Set goals: Define target conversion rates for your forms
  • Address drop-offs: Focus on fields with lowest response rates and highest drop-off rates
  • Monitor after changes: Verify that optimizations improve metrics
  • Benchmark forms: Compare similar forms to identify best practices

Troubleshooting

Issue: Analytics showing zero views but form is embedded.

Fix: Verify form is published (not in draft). Check that embed code is correctly placed on your website. Test form by visiting the page and submitting a test response.


Issue: Conversion rate seems too low or inaccurate.

Fix: Check if you're counting test submissions or bots in views. Consider that not everyone who views a form intends to submit. Compare with industry benchmarks for your form type.


Issue: Timeframe filter not available.

Fix: Timeframe filtering (Past Week, Past Month, Past Year) requires Individual Plan. Upgrade your plan to access this feature. All plans can view "All Time" analytics.


Issue: Question drop-off table is empty.

Fix: Drop-off analysis requires form submissions. If your form has no submissions yet, this table will be empty. Submit test responses to populate the data.


Issue: Analytics not updating automatically.

Fix: Automatic analytics refresh (every 30 seconds) is available only on Individual Plan. Free plan users need to manually refresh the page. If you are on Individual Plan and updates are not appearing, check your browser tab is in the foreground and clear your cache if the issue persists.

FAQ

Q: What's the difference between views and submissions?

A: Views count every time someone loads your form. Submissions count only completed form submissions. The ratio between them is your conversion rate.

Q: Can I see analytics for individual form fields?

A: Yes, the Question Drop-off table shows response rates and drop-off rates for each field, helping you identify which questions cause abandonment.

Q: How do I improve my conversion rate?

A: Simplify your form (fewer fields), reorder questions (ask easy questions first), make fields optional when possible, add context with Statement fields, and address high drop-off points.

Q: Can I export analytics data?

A: Analytics data isn't directly exportable, but you can export form responses as CSV. Screenshot the analytics dashboard for reporting purposes.

Q: Does refreshing the form count as multiple views?

A: Yes, each page load (including refreshes) counts as a view. This is standard for most analytics platforms.

Q: Can I see analytics for deleted forms?

A: No, analytics are only available for active forms. If you delete a form, its analytics are removed as well.

Q: Do analytics update in real-time for everyone?

A: Automatic analytics refresh (every 30 seconds) is an Individual Plan feature. Free plan users need to manually refresh the page to see updated data.


Need help interpreting your analytics? Contact our support team - we're here to help!

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