Concept

Form Reports allow you to see how successful or active a form has been on your site, giving you insight into the total number of views, submissions, and conversions (when an anonymous visitor becomes an identified prospect) related to that form.

To get to this page, navigate to Reports > Forms. If you want to look at the report for a single Form, click on the Form’s name. Or, you can select the “View report” link when viewing the form from the Marketing > Forms navigation.

If your form resides on a Pardot landing page, you should look to the Landing Page Report for insight into the form’s true performance.

Form Statistics Table – Metrics Captured

The Forms Statistics table under Reports > Forms provides statistical information including:

MetricDefinition
Total ViewsThe total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
Total SubmissionsThe total number of times the form has been successfully filled out.
Submission RateThe ratio of the number of submissions to the overall number of views. In other words, what percentage of the views led to form being successfully filled out.
Total ErrorsErrors usually occur when a visitor enters an invalid email address, or when they fail to complete all required form fields.
Error RateThe percentage of views that led to an error during the process of entering information into the form.

You can filter this report’s statistics by campaign, date range, or tags.  Click on the name of a form to view more reporting data unique to that particular form.

Individual Form Report – Metrics Captured

The report on an individual form (access by clicking on the name of a form from the Forms Statistics table or by clicking “View report” when viewing a form in the Marketing module) provides statistical information including:

MetricDefinition
Total ViewsThe total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
Unique ViewsIf a prospect or visitor has viewed the form more than once, these views are deducted from the “total views” number.
ConversionsThe number of times that an anonymous visitor successfully filled out the form and therefore “converted” to a prospect.
Total SubmissionsThe total number of times the form has been successfully filled out.
Unique SubmissionsIf a prospect or visitor has submitted the form more than once, these submissions are deducted from the “total submissions” number. This metric is also represented by a graph to the right of the statistics table.
Total ErrorsErrors usually occur when a visitor enters an invalid email address, or when they fail to complete all required form fields.
Unique ErrorsIf a prospect or visitor has failed to complete all required form fields in a form more than once, these subsequent errors are deducted from the “total errors” number.
Total ClicksThe number of clicks on the links on your thank you page which appears after a form submission.
Unique ClicksIf a prospect or visitor has clicked on the links on your thank you page more than once, these clicks are deducted from the “total clicks” number.
Last SubmittedThe date and time the prospect most recently filled out your form.
UpdatedThe date and time the prospect record was last updated.

You can filter this report’s statistics by date range and tags.  You can also change the view on the prospect table from All Prospects to Active Prospects, Assigned Prospects, etc.

Note:  The statistics in the report may be higher than the number of prospects displayed in the resulting table as prospects may have submitted the form multiple times, cleared cookies between submissions, have been deleted/archived, or taken the action anonymously (as visitors).

Form Handler Statistics Table – Metrics Captured

The Form Handler Statistics table under Reports > Forms provides statistical information including:

MetricDefinition
Total SubmissionsThe total number of times the form handler has been successfully filled out.
Unique SubmissionsIf a prospect or visitor has submitted the form handler more than once, these submissions are deducted from the “total submissions” number.
ConversionsThe number of times that an anonymous visitor successfully filled out the form handler and therefore “converted” to a prospect.

You can filter this report’s statistics by campaign, date range, or tags.  Click on the name of a form handler to view more reporting data unique to that particular form handler.

Individual Form Handler Report – Metrics Captured

The report on an individual form handler (access by clicking on the name of a form handler from the Form Handler Statistics table or by clicking “View report” when viewing a form handler in the Marketing module) provides statistical information including:

MetricDefinition
ConversionsThe number of times that an anonymous visitor successfully filled out the form handler and therefore “converted” to a prospect.
Total SubmissionsThe total number of times the form handler has been successfully filled out.
Unique SubmissionsIf a prospect or visitor has submitted the form handler more than once, these submissions are deducted from the “total submissions” number. This metric is also represented by a graph to the right of the statistics table.
Last SubmittedThe date and time the prospect most recently filled out your form handler.
UpdatedThe date and time the prospect record was last updated.

All Form and Form Handler Submissions

Click All Form Submissions or All Form Handler Submissions at the top of the Forms Report to view a list of all prospect form or form handler submissions.  This report can be filtered by campaign or date range and can be sorted by form/form handler, prospect, company, score, grade, or submission date/time.