What Is Form Analytics? (+9 Top Form Tracking Software)

Effective forms are rarely built by accident. It takes a deliberate, scientific approach to create forms that produce the best results.

And like any science, the only reliable way to make progress toward your goals is by measuring results.

Form analytics is a general name for various kinds of metrics that help you measure the performance of your forms, so you can learn what works and what doesn’t to improve them over time.

I’ve been using forms ever since I created my first website over a decade ago. And it wasn’t until I started analyzing the performance of my forms and making adjustments based on measured results that I converted my first lead.

Your timing is good, too. As of WPForms v2.0, form analytics is built right into the form builder itself, so you can start tracking without adding a separate tool.

In this article, I’ll show you what form analytics is, why it’s important, and the best form analytics tools to help you squeeze the full potential out of your key forms.

What Is Form Analytics? A Simple Definition

Online form analytics are measurements of how your website visitors interact with your web forms. For example, you can track how many people see your form vs. actually fill it out, where they’re getting stuck along the way, and how many give up partway through.

With that kind of data, you can figure out exactly how to improve your forms so you can get more leads and conversions.

Why is form tracking so important?

When a website visitor fills out your form, they instantly become an important lead. That’s because they’re telling you they’re ready and willing to move forward through your sales funnel.

This is true for any type of web form, whether your visitors are requesting a quote, making a purchase, or just getting in contact with you for the first time.

Tracking your form analytics can also help you:

• Reduce Form Abandonment: Most people who start filling out online forms never finish them (an average of 67% according to average form statistics), so finding out what’s causing that on your site can help you reduce form abandonment.
• Grow Your Email List: When you take a peek into what’s actually happening with your visitors’ behavior on your forms, you can create segmented email lists based on different user behavior and up your email marketing game.
• Identify New Opportunities: Understanding what your target audience is looking for can spark ideas to grow your business. For example, if you notice that people are abandoning your form when they get to a pricing or budget field, you may realize that they’re looking for a lower-priced option, helping you to target a different market segment and expand your business.

Ready to get started with tracking your own forms?

Let’s take a look at how it works.

What Can You Track With Form Analytics?

Form analytics is much more than just seeing how many people fill out your forms. Here’s what else you can track:

• Form Views: How many times does your form actually appear on a visitor’s screen? This is the baseline for every other metric.
• Conversion Rates: How many people view your form, versus actually finishing and submitting it?
• User Behavior and Interactions: How do people engage with your form fields from start to finish?
• Form Abandonment: What percentage of people start filling out your form, but give up partway through? Where are they stopping?
• Errors: How often do submissions fail validation, like a required field left empty or an email typed in the wrong format?
• Time Reports: How long does it take people to fill out each field?
• Most Corrected Fields: Are there any form fields where people edit their answers a lot before submitting?
• Ignored Fields: Which areas of your form aren’t getting filled out?

Now let’s put everything we’ve learned into practice and take a look at the best form analytics software out there!

Best Form Analytics Tools

Tracking form analytics doesn’t have to be complicated or require any code. The best form analytics tools are easy to set up and report simple metrics that can still supply enough info to make smart decisions for your form’s conversion rate.

Let’s take a look.

1. WPForms

For years, this entry needed a disclaimer that WPForms wasn’t really an analytics tool. Not anymore! WPForms v2.0 introduced WPForms Analytics, a complete form performance tracking suite that lives right inside your WordPress dashboard.

Form Analytics Dashboard

Once your site is running WPForms 2.0 or later, tracking starts on its own. There’s nothing to install separately and nothing to configure.

Go to WPForms » All Forms and you’ll see three new columns next to Entries. Views, Interactions, and Conversion. One glance tells you which forms are pulling their weight and which ones need attention.

Click any of those numbers (or hover over a form and click Analytics) to open that form’s dedicated analytics page, where you get a stat card for each of the 5 core metrics:

• Views: How many times the form appeared on a visitor’s screen, not just how many times the page loaded.
• Interactions: How many times visitors engaged with the form’s fields, like clicking into a field or typing.
• Conversion Rate: The percentage of views that ended in a submission.
• Abandonments: How many visitors started filling out the form but left without submitting, shown as a count and a percentage.
• Errors: How many times a submission failed validation, also shown as a count and a percentage.

You can filter everything by the last 7, 30, or 90 days, or set a custom date range. And below the stat cards, a field-by-field table shows views, interactions, abandonments, errors, and the average time visitors spend in every single field.

That table is my favorite part, honestly. It shows you the exact field where people give up. Pair it with the Form Abandonment addon to capture partial entries from the visitors who almost made it.

A few more things worth knowing:

• Conversion goals: Click Set Goal on the Conversion Rate card to set a target for each form, and the card compares your progress in real time.
• WPForms AI insights: Click the sparkle icon on the analytics page and ask questions in plain language, like “Which fields have the most drop-offs?” The answers are based on your form’s real data.
• CSV export and print reports: Click Export CSV or Print Report to share the numbers with a client or your team.

I also appreciate how carefully the numbers are protected. Form Analytics doesn’t set any cookies or record personal information, and all the data stays in your own WordPress database. Form previews are never counted, logged-in admins, editors, and authors are excluded automatically, and spam never skews your stats. You can find all the details in the complete guide to Form Analytics.

Form Entries Dashboard

WPForms also shows you form submission trends over time on the Form Entries page.

This information is crucial for understanding user engagement patterns and identifying potential issues.

For example, you can easily spot sudden spikes or drops in form submissions. Depending on your context, these fluctuations can be influenced by successful marketing campaigns, technical problems, or seasonal variations.

By analyzing what happened during your peak periods, you can replicate successful strategies or identify the root cause of lower form engagement during slower periods.

Payments Tracking

Any website that sells products online needs some way of tracking payments. WPForms is one of the only few WordPress form plugins that lets you track payments in WordPress without requiring any extra tools.

What I find especially helpful about these stats is that they show you info about both sales and refunds.

So, seeing that you have 11 total payments but 1 refund (about 9% refund rate) might signal a need to improve product description or checkout process. This is exactly how I managed to reduce refund requests working for a tech accessory online store when I was quite new to marketing.

For businesses that have seasonality influencing purchase trends, having this simple payment graph helps identify your most successful sales periods, allowing you to analyze what marketing or promotional activities drove that success.

User Journey

The WPForms User Journey addon shows useful insights about how visitors interact with your site before submitting a form.

While this is a fairly simple report, the details reveal much more than you might initially realize.

In this example, we can see that the user arrived from Google, explored multiple pages including company information and discounts, before finally completing the contact form.

The journey of users visiting your “About Us” and “Mission” pages before submitting the form strongly indicates the visitor could be looking for trust signals. Once you know exactly what’s driving user behavior, you can strategically place your forms and adjust your content flow to create a more optimized path to form completion.

Between the built-in analytics and these reports, WPForms covers what most websites need to measure form performance. But if you also want session recordings and heatmaps across your whole site, the tools below specialize in exactly that.

2. MonsterInsights

MonsterInsights brings GA4 analytics to your website so you can deep-analyze any part of your website. But it also has a simple but powerful Forms addon that shows you impressions and conversion data for your forms.

This is form analytics at its most fundamental level. Ultimately, conversions are the primary goal for every kind of form.

So this is the only report you need to look at if you want to compare conversions between different forms or identify periods where your conversions are highest without overcomplicating your analysis.

It’s my go-to tool for tracking form submissions and conversion data for my lead generation forms.

Besides, MonsterInsights is super handy for a lot more than just form analytics. It’s the most popular Google Analytics plugin for WordPress for tracking your most popular blog posts, highest-traffic keywords, where your visitors are clicking on your website, and so much more.

Click here to get started with MonsterInsights today!

3. Lucky Orange

Lucky Orange is one of my favorite analytics tools. It’s similar to Mouseflow in terms of its feature set and pricing. But the advantage is that it comes with a free plan with a limit of 100 monthly sessions.

That’s pretty limited, but it’s a good deal if you want to implement form tracking and other analytics features and see how it works for you before you spend any money.

I like form analytics in Lucky Orange. For instance, the field-by-field heatmap analysis is super handy. It tells you exactly which fields in your forms are causing the highest dropoffs. It’s also pretty convenient to see these stats for every form field in a single view, so you know what’s working and what isn’t.

Lucky Orange also gives you a decent range of metrics to analyze your forms including conversions, time to start, abandonment, field time, and more.

And it also has the ability to give you heat maps and screen recordings for your landing pages. I appreciate the clean and clutter-free user interface that has less of a learning curve than Mouseflow.

Cost: Plans start at $32 per month for 5,000 monthly sessions. It also has a completely free plan capped at 100 sessions and a 7-day free trial with 10,000 sessions.

4. Mouseflow

Mouseflow is another session replay and heat map tool for your website that can help you simplify your form analytics.

It keeps track of how visitors interact with your web forms including form submissions, errors, refills, and empty entries, all in real-time. So it can help you find issues, making your site easier to use, and increase your form conversions.

In my experience, Mouseflow’s heatmaps and conversion funnels are intuitive and provide clear visual data. I find them quite helpful for understanding user interactions and improve engagement.

At the same time, the abundance of data can sometimes be overwhelming. So if you’re doing a comparative analysis, you might find yourself changing different views to cross reference metrics like dropoff rates.

While more experienced marketers would surely appreciate this level of detail, it can be off-putting for less experienced marketers to deal with extensive amount of data when analyzing simple forms.

For that reason, I recommend Mouseflow only if you’re interested in highly strategic analyses.

Cost: Plans start at $31 per month (paid yearly) for 5,000 monthly sessions. You can get started with a 14-day trial and no credit card.

5. Zuko

Zuko is a fantastic form analytics solution. Unlike most other tools, it specializes in form analytics and offers intuitive reports for analyzing your forms at a field level.

Apart from the standard form analytics features like abandonment statistics, I really like that Zuko has a neat report that displays what the actual path of visitors look like as they move through the fields in your form. It’s similar to a heatmap but the visualizations are more intuitive than what other tools offer.

But my favorite feature is the aggregate, top-level analysis of your form that shows you a breakdown of fields by abandonment and completion rates in a graph.

It’s great for discovering fields that might be doing you more harm than good, so you can change things in your form in a more informed way.

The catch is that Zuko is a little bit more expensive than other options on this list, so you’ll have to consider your budget.

Cost: Plans start at $56 per month for up to 5,000 form sessions.

6. Hotjar

Hotjar is another form analytics tool that lets you see how your website visitors engage with your website through session recordings and heatmaps. It’s one of the more user-friendly tools I’ve used, with great visual reports for analyzing user behavior on your website.

It also offers basic form analysis reports that track conversion rates, abandonment, field-specific data highlighting submission failures or success.

Overall, Hotjar can be a very useful tool not just for analyzing your forms, but for tracking user behavior through your entire website funnel.

Cost: Plans start at $32 per month for 100 daily sessions. You can also get the free version which has limited features and allows 35 sessions per day.

7. Contentsquare

Contentsquare does a great job of taking digital interactions on your site and showing you helpful insights with visualizations.

It’s a solid tool for uncovering insights about user interactions and customer experience on your site. But while its form analytics features aren’t bad by any means, it’s easy to see that form analytics isn’t Contentsquare’s primary focus.

Don’t get me wrong. Contentsquare still provides a decent amount of actionable insights by showing conversions, abandonments, and blank fields in a form submission. Plus, I appreciate the usefulness of having session recordings categorized by different stages of the funnel.

So for example, if you want to see exactly where form submissions failed, you can view recordings specific to that event.

But when you have more complex requirements, like analyzing a multi-step form, the limitations of Contentsquare start showing up quick since there’s no easy way to set up proper tracking for multi-step forms.

Plus, it doesn’t show you aggregate data on the exact fields that are causing friction. You’ll have to piece that together yourself by viewing individual session recordings.

Cost: Plans start at €49 per month for up to 7,000 sessions. It also offers an impressive free plan capped at 5,000 sessions per month.

8. Medallia Digital Experience Analytics

Medallia Digital Experience Analytics is a huge software. It includes features for market research, user interaction tracking, and even employee listening.

To be honest, I’m only familiar with Medallia’s form tracking features so I can’t speak to the quality of their other features. But its form analytics is quite interesting. It reports basic data like abandonment, interactions, and completion rate. It’s also helpful to look at the error rate to figure out how often your form is failing to do its job for your visitors.

The one element here that caught my eye is the Form Experience Score. This basically reports how smooth and frictionless the form experience is for your visitors.

I also like that it lists experience issues in a separate tab, which outlines the problems affecting your visitor’s overall experience. These make it easier to identify issues and fix them to ensure you continue to provide a strong form experience for best results.

Visually, Medallia’s form reporting is satisfying to look at. It doesn’t overwhelm you with a list of meaningless statistics.

Instead, you get a beautifully presented report that’s easy to comprehend even if you shy away from reading analytical data.

The only issue is that Medallia is too big a software to be purchased just for its form analytics reports. So unless you’re a large enterprise interested in the full suite of Medallia’s tools, it may not be the ideal fit for you.

Cost: Pricing details are not published since they offer a quote-based plan. Our research shows you may be looking at around $400 per month.

9. Inspectlet

Inspectlet used to be a really good website and form tracking tool. It’s analytics platform records videos of your visitors as they use your site, so you can see everything they do. This includes every mouse movement, scroll, click, and keypress.

So you can see exactly how visitors are not only using your forms, but your entire site as well. And they also have a heat map feature so you can see which area of your site is getting the most clicks.

This used to be one of my favorite tools. It was easy to set up and provided form data in excellent detail. At a glance, you can see the average fill rate, ratio of users who ignored particular fields, validation fail rates, and time wasted in hesitation over a specific field.

Unfortunately, this tool seems almost abandoned today. It still works but it’s buggy. The session recordings sometimes don’t work at all and some of the tracking seemed pretty inaccurate in my quick testing. For example, ignoring a field was still being counted in the average fill rate.

I also couldn’t really get a hold of the customer support. I’m not sure what happened, but it sadly seems like Inspectlet might not be around for much longer.

Cost: Plans with conversion funnel form analytics start at $149 per month for 50,000 sessions.

Next, Put Your Form Analytics to Work

And there you go! You now know how to track your form analytics and the best tools to use to do it.

Once your numbers start rolling in, the next step is acting on them. Check out this guide on how to use WPForms analytics to improve your forms for practical ways to turn reports into higher conversion rates.

You can also use your Facebook Pixel to track form submissions for your ad campaigns, and browse these actionable tips to improve your contact form conversions once your tracking is in place.

Track Your Form Performance With WPForms Pro

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