How to Read Your Form Analytics and Conversion Rate

FormRobin analytics show views, submissions, conversion rate and per-question response rates. Open them with the Analytics icon on a form's row on the Forms page.

Prerequisites

  • Plan: analytics are available on both plans; filtering by timeframe needs the Individual Plan
  • Form: a published form that has had visitors

How do I open form analytics?

  1. Click Forms in the top navigation.
  2. Find the form and click its Analytics icon (the bar chart). On the Dashboard, the same icon appears next to each of your Top forms.
  3. The form's Analytics page opens.

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

What do the overview metrics show?

The top of the Analytics page shows three cards:

Total views

  • The number of form sessions: each visitor who opens the form starts one. Opening the form again in the same browser session does not add a view.

Submissions

  • The number of sessions that were submitted.

Conversion rate

  • Submissions divided by views, as a percentage. For example, 50 submissions from 200 views is a 25% conversion rate.

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

How do I filter analytics by time period?

On the Individual Plan, choose a period from the timeframe menu at the top of the Analytics page:

  • Past Week
  • Past Month
  • Past 12 Months
  • All Time

The page reloads with the numbers for that period. On the Free Plan, analytics always show All Time; the menu shows the other periods greyed out with an upgrade note.

What is question drop-off analysis?

Understanding the Drop-off Table

The Question drop-off analysis table lists every question of the form (Statement blocks are left out) with five columns:

  • Question - the question label
  • Order - its position in the form
  • Responses - how many sessions answered it
  • Response Rate - the share of sessions with answers that answered this question
  • Drop-off Rate - 100% minus the response rate

Questions with a drop-off rate above 50% are highlighted and get a High Drop-off badge.

Using Drop-off Data to Improve Forms

A question that many people leave unanswered may be:

  • too personal or sensitive
  • unclear
  • optional and easy to skip

Ways to improve it: reword it, explain why you ask with a description or a Statement block, move it later in the form, or remove it if you don't need it. Check the analytics again after each change.

Recent Activity

The Recent Activity table at the bottom shows the 10 most recent sessions with answers:

  • Session ID, Started (date and time), Status (Completed or In Progress), Responses (answers given) and Completion (a progress bar)
  • Click a row to open that session's details

To see every submission, click View Sessions at the top of the page (see Viewing and Managing Form Responses).

What analytics does the Dashboard show?

The Dashboard (top navigation) shows totals across all your forms:

  • Total forms, Form starts, Submissions and Conversion rate
  • Recent activity and your Top forms

On the Individual Plan, the Dashboard also has a timeframe menu (Past Week, Past Month, Past 12 Months, All Time).

Automatic Analytics Refresh

  • Individual Plan: the Analytics page and the Dashboard refresh their numbers every 30 seconds while the page is open, and again when you return to the tab.
  • Free Plan: reload the page to see new data.

Plan Requirements

  • Free Plan: all-time analytics, the three overview cards, the drop-off table and Recent Activity
  • Individual Plan: everything above, plus timeframe filtering and automatic refresh (see Understanding FormRobin Plans)

Analytics Best Practices

  • Check regularly to spot changes early
  • Change one thing at a time and compare the numbers afterwards
  • Focus on high drop-off questions first
  • Compare periods with the timeframe menu (Individual Plan)

Troubleshooting

Analytics show zero views

  • Check that the form is published (the switch on its row on the Forms page reads Published; see Publishing and Sharing Your Form).
  • Open the form's link or the page it is embedded on, then reload the Analytics page.

I can't choose a timeframe

Every question shows 100% drop-off

  • The form has no answers yet in the selected period. Submit a test response on the live form, or choose a longer timeframe.

Numbers do not update by themselves

  • Automatic refresh is an Individual Plan feature. On the Free Plan, reload the page.

Still stuck? Contact support at support@formrobin.com with the form link and the timeframe you selected.

Frequently Asked Questions

What's the difference between views and submissions?

A view is a form session started by a visitor; a submission is a session that was submitted. Conversion rate is submissions divided by views.

Can I see analytics for individual questions?

Yes. The Question drop-off analysis table shows the responses, response rate and drop-off rate of every question.

Can I export analytics data?

Not as a report, but you can export all responses as a CSV file from the form's Sessions page (see Exporting Form Data as CSV).

Does reloading the form count as another view?

No. Reloading the form in the same browser session continues the same session, so it is not counted again.

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