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To effectively analyze your form’s performance, it’s essential to understand the key metrics Formora tracks. These statistics provide a clear picture of how users interact with your forms, from initial view to final submission. This page delves into the definitions, importance, and interpretation of these fundamental metrics as presented in your analytics dashboard.

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Core Form Performance Metrics

Formora’s analytics dashboard highlights the following key metrics, often presented as scorecards for quick insights. These scorecards are affected by the selected form(s) and the chosen date range for submissions.
Mockup of scorecards displaying Views, Submissions, and Conversion Rate.

Example Scorecards for Key Form Metrics in Formora

  • Definition: “Total Views” represents the all-time number of times your selected form(s) have been loaded and displayed in a user’s browser.
  • How It’s Tracked: Formora uses a tracking script that registers when the form page or embedded form element is rendered.
  • Important Note: The “Total Views” count displayed in the stats card is not affected by the selected date range filter. It always shows the cumulative views for the selected form(s) since tracking began.
  • Importance: This metric indicates the total reach and visibility your form(s) have ever had.
  • Definition: “Total Submissions” is the number of times users successfully completed all required fields in your form(s), clicked the submit button, and the data was successfully received and recorded by Formora within the currently selected date range.
  • Importance: This is the measure of data collection success for the specific period you are analyzing.
  • Definition: The Conversion Rate is the percentage of all-time views for the selected form(s) that resulted in a successful submission within the currently selected date range.
  • Formula: (Total Submissions in Date Range / Total All-Time Views) * 100%
  • Importance: This metric helps you understand the effectiveness of your form(s) in converting its total historical audience into submissions during a specific period. A low rate might suggest issues with the form design, relevance to the audience reached over time, or that the current period’s submissions are low compared to total historical visibility.
  • Benchmarking: What constitutes a “good” conversion rate varies significantly. Focus on establishing your own baseline and continuously working to improve it, considering the context of the calculation (current period submissions vs. all-time views).
Mockup of a line graph tracking form conversion rate changes.

Example graph showing Conversion Rate trend over time (Conceptual - Formora currently shows a point-in-time calculation based on selected range)

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Using These Metrics for Optimization

Regularly reviewing these key metrics can provide actionable insights:
  • High All-Time Views, Low Submissions in Current Period? Your form has been seen a lot historically, but isn’t converting well now. Investigate:
    • Recent changes to the form (length, complexity, questions).
    • Relevance of the form to your current audience or traffic sources.
    • Technical issues or bugs.
    • Mobile-friendliness if traffic patterns have shifted.
    • Page load speed.
  • Low All-Time Views and Low Submissions? Your form might not be getting enough visibility, or it has issues converting the traffic it does get. Focus on promotion and form design.
  • Fluctuating Conversion Rate? Compare different date ranges. If the conversion rate (calculated against all-time views) was higher in a past period than the current one, analyze what might have changed (e.g., different traffic sources, form modifications, seasonal interest).
By understanding and acting upon these key metrics, you can iteratively improve your Formora forms to maximize their effectiveness. Next, explore how to visualize Submissions Over Time.
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