Form funnels

The Form funnels report tells you which of your forms visitors finish. It shows aggregate totals across every form on your workspace and a per-form table you can sort by views, submits, completion rate, or abandons. Every form on a page where the tracking snippet is installed is tracked automatically; there is nothing to tag by hand.

The four tiles

The strip at the top of the page sums every form together for the selected period. Each tile compares against the previous period of equal length, and shows the percentage change once there is prior-period data to compare against:

• Form views - the number of times a form scrolled into view on a tracked page.
• Form submits - the number of times a form was submitted.
• Avg completion rate - total submits divided by total views, expressed as a percentage. Higher is better, so a rising number is shown in green.
• Form abandons - the number of forms a visitor started but left the page without submitting. This tile is marked lower-is-better, so a falling number is the good direction.

The Period selector in the page header sets the window for both the tiles and the table, with the same five presets used throughout Web analytics: *Last 7 days*, *Last 30 days* (the default), *Last 90 days*, *Month-to-date*, and *Year-to-date*.

The funnel stages

The snippet records each stage of a form interaction as a separate event. Reading the funnel left to right:

• View - fires once per form per page load, when at least part of the form scrolls into view.
• Start - fires once, the first time the visitor focuses a field inside the form.
• Submit - fires when the form's submit event runs.
• Abandon - fires when the page is hidden (the visitor switches tabs, navigates away, or closes the page) after a form was started but not submitted.

Because views and starts are tracked independently, the same form can show more views than starts, and more starts than submits. The report reads these events directly, so figures appear as soon as visitors interact with your forms; there is no daily rollup to wait on.

The per-form table

Below the tiles, the Forms table breaks the totals out by individual form: Form, Views, Starts, Submits, Abandons, and Completion. The table shows the top 50 forms for the current sort, and the sort links in the header reorder by Views (the default), Submits, Completion, or Abandons, highest first. Because the top 50 are taken after sorting, changing the sort can bring different forms into view if you have more than 50.

The Completion column is colour-coded so weak forms stand out: green at 30% or above, amber from 10% up to 30%, and red below 10%.

Each form name links through to that form's detail in Lead forms. When a form has a name, its underlying form ID is shown in grey text beside the name so you can tell two similar forms apart.

When the report is empty

There are two distinct empty states, and they point at different fixes:

• No sites yet - you have not added a site. Add one, then paste the tracking snippet on your page.
• No form events captured - you have a site, but no form events have arrived for the selected period. This usually means the snippet is not installed on a page that has a form, or no visitor has interacted with a form yet.

Where this differs from Lead forms

This report and Lead forms both watch forms on your site, but they answer different questions and belong to different modules. Form funnels is the cross-form aggregate: it totals views, starts, submits, and abandons across every form so you can see which forms underperform. It carries no capture configuration and creates no contacts; it is read-only measurement.

Lead forms is the per-form workbench: it classifies each form, wires up capture, and shows field-level drop-off and submissions that turn into contacts. If you want to configure what a form captures or see the leads it produced, that work happens in Lead forms, not here.