Tracking Form Analytics and Conversion

Overview

A response count tells you how many people finished; analytics tells you why the rest didn't. StretchForms records what respondents do as they move through a form and rolls it up per form, so you can see where people drop off and improve completion. This guide explains the metrics and how to act on them.

The events StretchForms records

As respondents interact with a form, StretchForms tracks four event types:

• view — the form (or a step) was shown.
• step_complete — a respondent finished a step and advanced.
• field_answered — a specific field was answered.
• submit — the form was submitted.

These events power the metrics below and don't require any manual tagging for standard forms.

The metrics you get

For each form, analytics rolls up:

• Submissions — total completed responses.
• Submissions (7 days) — completed responses in the last week, for trend.
• Views — how many times the form was shown.
• Step completions — how many steps were finished (multi-step forms).
• Fields answered — engagement at the field level.
• Submit events — successful submits.
• Partial saves and active partial saves — people mid-way through.
• Webhook deliveries / succeeded / needing attention — the health of any outbound integrations for the form.

A totals row aggregates across all your forms so you can see workspace-wide performance at a glance.

Read the funnel

Think of it as a funnel and look for the biggest gap:

1. Views → submissions. A low ratio means people see the form but don't finish. Shorten it, cut required fields, or clarify the ask.
2. Step completions → submits (multi-step). A drop at one step points to exactly where to simplify.
3. Active partial saves. Many people stalled mid-form is a strong signal a later step asks too much.
4. Submissions (7 days) vs total. Is the form trending up or cooling off?

Example

A SaaS team reviews their Demo Request form:

• Views: 1,200; Submissions: 180 (15%).
• Step 1 completions: 900; Step 2 completions: 300.

The cliff between step 1 and step 2 tells them step 2 is the problem. They move the three heaviest questions to an optional post-submit step, and the next week's submissions climb to 260 without adding traffic.

Turn insight into action

• High views, low submits → trim the form, reduce required fields, sharpen the headline.
• Drop at a specific step → simplify or split that step, or make some fields optional.
• Many active partial saves → shorten the tail of the form; front-load the easy questions.
• Rising 7-day trend → double down on the channel driving it.

Tips

• Compare like with like. Judge a form against its own history, not a different form with a different audience.
• Change one thing at a time so you know what moved the numbers.
• Watch partial saves as an early warning — they reveal friction before it shows up as lost submissions.
• Use the totals row to spot which forms deserve attention across the whole workspace.

Troubleshooting

Views are zero but submissions exist. View events are recorded when the form is rendered through StretchForms; a submission created through another path may not carry view events. Focus on the submission and completion metrics in that case.

Numbers look low right after launch. Analytics is cumulative — give a new form time and traffic before drawing conclusions.

Multi-step metrics are flat. Step completions only accrue for genuine multi-step forms; a single-page form reports on views and submits.

FAQ

Can I see analytics for one form? Yes — filter by form key to see that form's rollup, or view the totals across all forms.

Do partial saves count as submissions? No. They're tracked separately and only become submissions when completed.