--- title: "Understanding Your Form Analytics" description: "What every number in the Analytics tab means, how to read the funnel, and how to find the question where visitors drop off." url: https://help.roasform.com/en/articles/34-understanding-your-form-analytics collection: "Analytics" updated: 2026-10-31 language: en --- # Understanding Your Form Analytics What every number in the Analytics tab means, how to read the funnel, and how to find the question where visitors drop off. Open a form and click **Analytics** in the top bar. The tab has two views, **Overview** and **Advanced**, and a date range picker in the top right. The default range is the last 30 days; click the x on it to switch to **All Time**, or pick any range on the calendar. Every number on the page follows the range. ## Overview ### Form experience - **Starts** and **Start rate**: how many visitors began the form (answered the first question or passed the intro), and what share of unique visitors that is. - **Completed** and **Completion rate**: how many reached an ending, and what share of starters that is. - **Avg time**: the average time from start to completion. ### Funnel performance Four cards, each with a daily sparkline: **Unique Visitors**, **Leads** (visitors who left an email or phone, including partial submissions), **Qualified Leads** (reached an ending marked Qualified), and **Booked Calls** (booked through a Calendar ending). Read them left to right and you have your funnel. ### Rates - **Opt-in Rate** (Visitor to Lead): the share of unique visitors who became a lead. Toggle between All Leads and Completed Leads to include or exclude partials. - **Qualification Rate** (Completed Lead to Qualified): the share of leads that reached a Qualified ending, with a breakdown of No qualification, Unqualified, and Qualified. - **Booked Call Rate** (Qualified Lead to Booked call): the share of qualified leads who booked. Switch the denominator to Unique Visitors to see the end-to-end rate. The small green or red badge on a rate card compares it to the previous period of the same length. ![](https://staticfiles.gleap.io/ghelparticle/XBrYr8Rfnn3cQjgY5P9y9tCPjQwiROfMrZRJS9n1YK4EU1AIaPYYTlSlTfxEmWNOVyegQiciEj1.png) ## Advanced ### Trend Explorer A daily chart of one metric at a time. Choose **Count** (Booked Calls, Leads, Qualified Leads, Completed Submissions, Unique Visitors) or **Rates** (Start Rate, Opt-in Rate, Qualification Rate, Booked Call Rate, Completion Rate), pick the metric under **Showing**, and optionally a second one under **compared to** to overlay both lines. The tiles above the chart give the Total, Avg/Day, Change vs Prev period, and the Peak Day. Hover any point for the exact value. ![](https://staticfiles.gleap.io/ghelparticle/BynjuSOYMg7TkmZJt3VhKrvtlBeYZnubIMvNIFKXAaii1kg2yDJX1InBSIRZDlM1dQSEMivrfS1.png) ### Question Breakdown Every step of the form in order, each showing **Responses** (how many visitors reached it), **Avg** time spent on it, and **Drop-off**, the share of visitors who left the form at that step. A red drop-off badge is the question to look at first: it is too hard, too personal, or asked too early. Click a question to see its answers on the right: - **Choice questions** show a table of each answer with Count, Answer % (share of responses), and Booked % (how many of the people who picked it went on to book, with the raw numbers). This is how you learn which answers predict a booked call. - **Text questions** offer **AI-Powered Analysis**: click **Generate AI Summary** and the answers are grouped into a few themes, each with its Count, Answer % and Booked %, so you don't have to read them one by one. Name questions get **Generate Analysis** instead, which breaks the names down by gender. - Intro screens, Image, Video and Text creatives, and Loading steps have no breakdown, and Address, Date, File Upload and Website questions show No insights available. ![](https://staticfiles.gleap.io/ghelparticle/yWMTVTlPJbkVneUTZT6103f7YJGvVNPlR2d2tlSx1Zef5X85SWn4oFOOqMzOUFV6z3IaJhHG3bf.png) ![](https://staticfiles.gleap.io/ghelparticle/7MNcgEJ5vyO206h2hHvL9x4e8PtFBQwLEY4HlISdhwXs0iCStKjWkeXR8nsBPMPuK3TIEypHpud.png) ## The subaccount Dashboard **Dashboard** in the sidebar rolls all forms in the subaccount into one **Marketing Overview**: Total Leads, Appointments, Qualification Rate, and Qualified to Appt rate, a Leads Over Time chart with a metric selector, Top Performing Forms ranked by lead volume and qualification rate, and Upcoming Appointments across every form. ![](https://staticfiles.gleap.io/ghelparticle/XtTWtu0WwnP8nUWN0X52DuvN8Q2Xbf1sOewJyTqUGsdOA9XVDxCL73GfSMcYgi0z0vUjEOSHjmL.png) ## How the numbers are counted - A **view** is recorded every time the form loads. **Unique Visitors** counts distinct visitors, identified by IP address plus browser; the same person on two devices is two visitors. - A **start** is recorded when a visitor begins the form (moves past the intro or answers the first question). - **Leads** counts distinct people who left an email or phone, including partial submissions. **Completed** counts leads with at least one complete submission, which is why Leads can be higher than Completed. - Opening your own form to test it counts like any visitor. Use the date range to look past your test day, or clone the form before launch for a clean slate. ## Good to know - Every lead behind these numbers is a row in the Submissions tab, where you can filter by campaign, qualification, or status; see [Managing Leads and Submissions](https://help.roasform.com/en/articles/35-managing-leads-and-submissions.md). - A split test shows each variant's numbers on its own form's Analytics tab; the comparison lives on the [split test page](https://help.roasform.com/en/articles/33-how-to-run-a-split-test-ab-test.md). - Need a clean slate after testing? There is no reset button yet; see [How to reset form stats and analytics](https://help.roasform.com/en/articles/6-how-to-reset-form-stats-and-analytics.md) for your options.