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Form Submissions

Form Submissions measure the total number of completed and submitted forms on a website, landing page, or forms page. This metric is helpful for tracking user engagement, generating leads, and assessing the effectiveness of calls to action.

Form Submissions

Monitor Lead Generation

Track form data to assess the effectiveness of lead generation campaigns.

Improve Conversion Rates

Analyze the ratio of Form Submissions to total visitors to evaluate conversion strategies.

Evaluate Content Impact

Use submission rates to determine which content or offers produce the most qualified leads.

Analyze User Profiles

Use Form Submission data to understand audience demographics, characteristics, and behavior.

Evaluate User Submissions

Why Form Submissions Are Important

Form Submissions are a critical indicator of user engagement and interest in a product, service, or content. When a visitor takes the time to fill out a form, it usually means they are interested enough to provide their personal information (e.g., name, email, or phone number).

Consider that websites often use forms to facilitate communication between users and site owners. This helps improve customer service and gather valuable feedback. Form Submissions may be integrated with other systems (e.g., a CRM or email marketing tool), enabling seamless data transfer and process automation.

Form Submissions may also allow users to contribute content to a website, such as blog comments, forum posts, or product reviews. In turn, this user-generated content could enhance the website’s value and engagement.

If the Form Submission rate is lower than expected, it might indicate barriers in the user experience. For example, consider removing a form field (or two) to reduce length. On the other hand, complex forms that are difficult to understand may lead to higher abandonment rates.

Reporting on Form Submissions

Unbounce Dashboard Example

To understand how Form Submissions work in a reporting context, check out the Unbounce dashboard in AgencyAnalytics. This metric is visually displayed in a conversion funnel, starting from the initial website visit. This holistic overview shows whether Form Submissions lead to conversion behavior. Additionally, this dashboard highlights other valuable data, such as top-performing marketing campaigns. Add annotations for further context, customize widgets, or include side-by-side insights from over 80 marketing platforms in a few clicks.

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Related Integrations

Google Analytics 4

HubSpot

Salesforce

Helpful Tips

How To Improve Form Submissions

Boosting Form Submissions is critical to maximizing user engagement and lead generation. Use the following actionable tips to improve this metric.

Streamline Form Submission

Reduce the number of steps required to submit the form, which may lead to a higher completion rate.

Create a Clear Call-to-Action

Make sure the CTA is action-oriented, persuasive, and prominently placed near the form.

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Conversion Rate

Conversion Rate measures the percentage of leads or visitors to a website or application who take a desired action, such as making a purchase or filling out a form.

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Beyond a Form Fill Out

How Form Submissions Relate To Other KPIs

Form Submissions are closely correlated with several other key performance indicators (KPIs).

For starters, consider that forms are the most common method used to collect contact information and other relevant data from potential leads. Therefore, the number of Form submissions directly correlates with the number of leads generated.

This metric also has a direct impact on Conversion Rate. In some cases, submitting a form is a desired conversion action. In others, a Form Submission may be one step further in the conversion funnel (e.g., a lead completing a website form to request more information). Either way, it’s a promising sign that shows user intent and piqued interest.

Also, a well-optimized form may increase the Time on Page metric as users fill out their information. However, if the form is too lengthy, overwhelming, or complex, it could negatively impact this KPI. To prevent this, ensure the form is user-friendly, with clear labels, simple language, and a logical flow. Where possible, make it easier for users to fill out the form. For example, this may mean implementing assistive technology, pre-populated input fields (e.g., using stored personal data), or tooltips for each new submission. Also, ensure forms are readable across other apps, not just the main website.

Conversion Tactics Uncovered

Key Factors That Affect Form Submissions

To increase this rate, focus on optimizing form elements and enhancing the user experience. For example, simplify complex HTML forms by reducing form fields or using a dropdown menu sparingly. Also, include an applicable form name and description so users know exactly what to expect.

As a best practice, create forms with concise error messages that guide users through corrections. This extra step will ensure a form is submitted correctly, especially if more details are required (like a file upload, zip code, or phone number).

KPI Definitions - Other Factors to Consider

Transmitting Form Submission Data

Using Personalized Links To Streamline Form Completions

Note that URL parameters are often used to send Form Submissions data to a server. When a form is submitted with a GET request (an HTTP method for retrieving data from a server without modifying it), the information entered is added to the URL. It’s a query string that looks like ?name=John&age=30. This method visibly displays the data in the web address, offering a straightforward way to transmit non-sensitive information.

For sensitive data, URL parameters in Form Submissions are generally avoided due to security concerns. Instead, the POST method is used to send data in the body of the request, which keeps it hidden from the URL and more secure.

How To Calculate Form Submissions

To calculate Form Submissions, count the total number of completed forms received from a website or campaign. While it’s possible to do this manually, rely on insights from automated tracking software (e.g., Unbounce, Google Analytics) for more accurate insights. Also, it’s a good practice to monitor for spammy Form Submissions (e.g., bot-generated responses) to ensure it doesn’t skew this number.

What Is a Good Number of Form Submissions?

A good number of Form Submissions typically depends on industry standards and the specific goals of a campaign.

However, a steady or increasing number of submissions is a promising sign of user interest. It’s a best-case scenario if this number aligns with lead generation targets.

Aside from racking up Form Submissions, focus on quality over quantity. A few relevant leads are often more valuable than a high volume of unqualified ones.

What Is a Bad Number of Form Submissions?

While there’s no bad number of Form Submissions, a stagnant or decreasing number may signal ineffective content or call-to-actions.

If Form Submissions aren’t translating into qualified leads, further investigation is needed (e.g., analyzing the follow-up rate after forms are submitted).

Additionally, a high volume of irrelevant or low-quality submissions may indicate issues with the form itself (e.g., too lengthy).

How To Set Form Submission Benchmarks and Goals

To set benchmarks and goals, start by analyzing historical data to establish a baseline. Align Form Submission targets with broader campaign objectives (e.g., lead generation or achieving more conversions). Then, set a realistic goal, like achieving a 4% increase in Form Submission rate and attaining 100 online sales.

Regularly monitor performance, adjust strategies through A/B testing, and refine benchmarks as needed.

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Lead Generation Insights

Why Form Submissions Matter to Clients

For clients, Form Submissions are a tangible measure of potential customer interaction and interest in products or services. Each new form is an opportunity to engage further and generate tangible results.

Forms also play a vital role in the conversion funnel. They help measure how many visitors are transitioning into paying customers, subscribers, or engaged prospects. This data lets clients assess the ROI of their marketing campaigns.

Why Marketing KPIs Matter to Agency Clients

Agency Performance Lens

Why Form Submissions Matter to Agencies

Form Submissions are a direct measure of how well an agency's strategies are driving user engagement and conversions. High submission rates typically indicate that the agency’s tactics—such as targeting, messaging, and user experience—resonate with the audience.

Essentially, meeting or exceeding a Form Submission target helps agencies demonstrate their value. In turn, this leads to increased client satisfaction and retention.

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Best Practices When Analyzing and Reporting on Form Submissions

To share actionable insights on form data, here are a few reporting tips.

Ensure Data Accuracy

Filter out spam and irrelevant form data to maintain data integrity. Export Form Submissions to a CSV file and clean this data if needed.

Analyze Form Submissions Over Time

View Form Submissions by weekly, month, or quarter to identify trends that inform future marketing strategies.

Segment Form Submission Data

Determine the most engaged segments by analyzing multiple forms according to demographics, location, and channel.

Compare Form Data Across Channels

Monitor submitted data across different channels to assess the most effective lead generation sources (e.g., email or social media).

Align Form Submissions to Client Goals

Highlight the relationship between Form Submissions and other key metrics such as Conversion Rates and Time on Page.

Include Actionable Recommendations

Suggest strategies for improving form design, placement, or content to increase individual submissions.

Offer Incentives or Discounts

Consider offering a free download, discount, or exclusive access in exchange for form completion.

With custom reports, we can zoom in on the key performance indicators and metrics that matter most to our clients, making our reporting experience incredibly valuable and directly relevant to their success.

Michelle van Blerck / Communications Manager

Bounce Rate

Bounce Rate is the percentage of visitors who visit a page and leave without doing anything else.

MQL

Website Visits represent the total number of interactions a website or webpage receives within a specified timeframe.