This article explains how to read the requests sent by your forms in the Forms screen. You will learn how to read a form’s figures, open a submission, see where each request comes from and delete a submission.
Before you start
- Every request sent by a form is saved on your site as a submission. The Forms screen sorts them by form.
- The Forms menu is reserved for the site’s administrators.
- Your visitors’ submissions arrive in Production. Your tests stay on the Staging. Publishing or restoring the site neither copies nor erases them.
- Each submission is kept for 13 months by default, then erased. The banner at the top of the screen gives the duration applied to your site.
Open the list of forms
- In the admin menu, open Forms, then Production for your visitors’ requests or Staging for your tests. The badge next to the title shows which environment is displayed.
- To change the period, choose a shortcut in the list of periods, for example Last 30 days. For another period, enter two dates then click Apply. The title shows the period and the one it is compared with.
| Column | Content |
|---|---|
| Form name | The form’s name. On hover, View submissions opens its page and Export CSV exports all its submissions. |
| Submissions | The submissions received over the period, with their trend compared with the previous period. |
| Conversion rate | The share of the visitors to the form’s pages who sent it at least once over the period. A dash when nobody saw the form. |
| Not converted | For a multi-step form, the submissions that were started but did not reach the conversion step. A dash for the other forms. |
| Last submission | The date of the last submission received, whatever the period. |
The list shows the forms you place with the Form block. Two rows are added. List search matches the search box of your lists. Cookie banner matches the answers to your consent banner.
Read a form’s figures
To read a form’s figures, click its name. Its page opens on the Submissions tab, at the chosen period.
| Tile | Measure |
|---|---|
| Unique visitors | The visitors to the pages where the form is displayed, each counted once over the period. |
| Submissions | The submissions received over the period. |
| Conversion rate | The share of these visitors who sent the form at least once. Its change is counted in points. |
| Time to fill in | The median time between the page loading and the form being sent. It includes the reading time of a long page. |
| Not converted | For a multi-step form, the submissions that did not reach the conversion step. |
Under each tile, Previous period: gives the value of the period of the same length just before. Under the tiles, the Submissions over time chart shows the submissions day by day.
The Answer breakdown card counts the answers of the choice fields. Each view shows one field and starts with its ten most chosen answers. For a checkbox, each share is counted on the period’s submissions: their total can exceed 100%.
See where visitors come from
Under the chart, two cards give for each source, each page and each country its Visitors, its Converted and their Rate. A converted visitor is one who sent the form.
- The sources card has four views: Channels, Referrers, Traffic sources and Top campaigns. A click on a source or a campaign expands it.
- The Page and Country card gives the same figures for the first ten pages that display the form and for the first ten countries.
A visitor who came through two channels counts on both rows. The total of the rows can exceed the Unique visitors tile. Direct counts the visitors who came with no originating site or campaign link in the previous 90 days.
Choose the attribution model
The Attribution choice in the bar decides which arrival of the visitor a submission is credited to. It changes the Converted, the Rate and the Channel column. The visitors and your data stay the same.
| Model | Arrival used |
|---|---|
| First touch | The first arrival of the 90 days before sending. |
| Last non-direct touch | The last arrival with a known origin before sending. |
| Linear (split equally) | All arrivals, in equal shares. |
For example, a visitor arrives from Google, comes back through your newsletter then sends the form. They count in Organic with First touch and in Email with Last non-direct touch. The model offered on opening is the one from Statistics > Settings.
Browse the submissions
The list of submissions, at the bottom of the Submissions tab, shows 20 submissions per page. It scrolls sideways in its frame when the form has many fields. The date stays on the left.
| Column | Content |
|---|---|
| Date | The date of the submission, as a link to the whole submission. The Suspect badge can follow it. |
| One column per field | The visitor’s answer. A choice is shown with the text of its option. A long answer is cut at three lines. |
| Consents | The accepted uses, on a form that has a Consent field. |
| Legal documents | The accepted or cited document and its edition, on a form that links a legal document. |
| Channel | The path by which the visitor arrived before sending. |
| Page | The content the submission was sent from. A click opens it in the editor. |
| Country | The visitor’s country. |
| User | The account of the logged-in visitor, Not logged in for an anonymous visitor or Deleted account. |
A form that was edited keeps its old submissions with the labels the visitor had in front of them.
Spot a suspicious submission
The Suspect badge marks a submission sent from a dubious Internet address. This address has a bad reputation or belongs to a host or a network that hides its origin. It may also have sent forms on several sites during the day, or used many different browsers during the week. The submission passed the form’s protections: it is up to you to judge whether to reply.
The badge follows what is known about the address on the day you open the screen. It can appear on an old submission or disappear later. It is shown next to the date and at the top of the open submission.
Read where a request came from
The Channel column reuses the channels of the Statistics screen: Organic, AI assistants, Social, Referrer, Paid, Email, Affiliates and SMS. The channel is followed by the originating site or the source and the link’s medium, then the campaign.
| Display | Meaning |
|---|---|
| Direct | The visitor came with no originating site or campaign link in the 90 days before sending. They typed the address, for example, or followed a bookmark or a link in an app. |
| A channel, a site or a source, a campaign | The arrival that the attribution model keeps, for example “Social, www.linkedin.com”. With Linear (split equally), each arrival has its own row. |
| An empty cell | No measured visit could be tied to the submission, for example when the visitor declines measurement. |
The path is frozen at sending. Renaming a campaign or letting your analytics expire does not change where a received submission came from.
Open a submission
In the list, click a submission’s date or View under the date. The submission opens in a side panel.
- The Answers card gives each answer in full. A field left empty does not appear.
- The Provenance card gives the channel, the page, the country and the user.
- In the Consents and legal documents card, a click on a document opens the edition the visitor had in front of them.
The Consents and legal documents card appears on forms that have a Consent field or cite a legal document. A dash marks what the submission did not check.
Delete a submission
- In the list, hover the submission and click Delete. At the bottom of a submission’s panel, the Delete this submission link has the same effect.
- At the question Are you sure?, click Yes. The row disappears and the list stays on the same period.