The Form Analytics Report provides you super-intelligent, actionable insights with an online form. This article explains the different reports in Form Analytics Report, and how you can interpret the data from the metrics in each report.


Form Trend Report

The form trend report explains how an online form has evolved over some time. This report essentially provides data for three main metrics: Visits, starters, and conversions.

The following are the metrics captured in the form trend report:

  • Visits - Number of visitors visiting the form-contained web page. This metric explains how many people have viewed the form.
  • Starters - Number of users who have interacted with the form out of the total visitors. Starters give an insight into how many users were interested in filling the form. Any engagement with any of your form fields by a user is counted in starters. Until the cookie expires, the starters value is maintained and is counted as one per visitor for actions such as clicks, taps, and focus made to a field.           
Note: For forms with an autofocus field, starters are not taken into account.

  • Conversions - Number of interactors who have successfully submitted the form. Conversions are tracked upon reaching the immediate page after successful form submission (Eg: Thank you page) or triggering an event.

  • Conversion rate - Conversion rate represents the percentage of visitors who have submitted the form. You can calculate this by using the formula: (Conversions / Visits) * 100.
  • Abandon rate - Abandon rate represents the rate at which visitors leave the form without interacting with it. Abandon rate is calculated by using the formula: ( (Visits - Starters) / Visits) ) * 100.
  • Failed rate - Failed rate represents the rate at which visitors have left (With and without interaction). Failed rate is an important metric that informs you about interactors interested in filling the form but left without submitting it. This refers to the difficulty rate of the visitors in filling the form. Failed rate is calculated by using the formula: ( (Visits - Conversions) / Visits) ) * 100.
  • Avg. Time spent - Time spent on an average by the total visitors for a particular form and is calculated in seconds. When a user engages with the form after moving away from the form, the average time spent value is incremented to the already existing value.
  • Avg. time to complete - Time spent on an average by the visitor to submit the form. Only converted users are considered in calculating this metric.

Drop-Offs Report

The Drop-offs report shows you the last field your users have filled in and dropped the form. (ie) The last active field before the user leaves the form will be the drop-off field. Fields break down this report, and a high drop-off rate for a field might be due to repeated refills, and finally, the user might have left the form as the field seems to be ambiguous or erroneous.

Corrections Report

The corrections report shows you the fields that urged the users to refill the form fields. Refilling a field might be due to repeated form validation errors. Any field that creates a gap between users’ understanding and the actual expected data will create form refills. Sort out the field with the highest refill rate and enhance the form validation content.

Average Time and Hesitation Time Report

The time report gives you a piece of detailed information on how long users have spent time in each form field.

Avg time will tell you about how long visitors take in an average to fill the field. This value is incremented every time a user engages the field after pausing or jumping to another field.

The Hesitation time of a field represents the time between the focus and the time taken to type the field’s first character.

Starters, Refocus and Corrections Report

Starters, refocus and corrections report will give you field wise insight on the following:

  • Starters-Total number of visitors who have actively engaged with each of the form fields. This metric is calculated with much accuracy as autofocus and autofills are ignored in starters value calculation.

  • Refocus-Total Number of revisits made for each form field. Refocused fields are calculated when a visitor taps or clicks the field again after engaging some other fields in the form. Refocus will denote that the user is trying to fill again because the user was unsure of the field.

  • Corrections-Total Number of refills made in each form field.

Blank Rate Report

The blank rate report shows the rate at which the fields are left empty in a form. Blank rate report in your web application is measured intelligently and with much accuracy, the autofocus and autofills fields are not considered.

A field will be left blank when a user finds the field’s information as ambiguous or found it unwanted.

Device Engagement Report

Device-Specific engagement report helps you to optimize the device-specific experience. This report highlights the performance factors of an online form across the device. Get metrics on visits, starters, and conversions based on devices.

This cross-device report will help you get a better idea of how your form performs for various devices and make decisions on enhancing the form for a particular device.

Features of the Form Analytics Report

The following are the features that are subjected to our form analytics report.

  1. Visualize- Graph can be visualized in two ways: Colored and Line graph. Generate graphs instantly for the same data.

  1. Date Range-View reports for the specified date or date range.

  1. Annotations-Hover anywhere on the graph and get the data displayed.

  1. Field Metrics- View details of every report in a tabular form by clicking on Show Details link.

  1. Filter Fields- This allows you to filter fields of the form and view reports only for the fields you wish to analyze.


For forms that have fields with browser autofill feature, your web application won’t be able to calculate the form metrics since the fields get filled automatically without any user interaction.