Webform Analytics | Online Help - Zoho CRM

Webform Analytics

Web forms are the most common tool used by organizations for lead generation. As the lead submits the form their information is captured in CRM from where the reps take it up for the further follow-ups and nurturing processes. Read more about creating webforms. Most of the times, organizations host multiple webpages that help them focus on a wider audience and generate more leads It is also important to analyze the performance of each web form to understand if they are serving the desired purpose. There are several parameters that can help you determine the performance: 
  1. Number of visits to the web forms
  2. Number of submissions 
  3. Percentage of fields that are usually filled in the form
  4. Whether the leads have any deals associated with them

Benefits of webform analytics

Web form analytics help you analyze the performance of the web forms by identifying how well the visitors interact with your web forms and what causes them to drop off. Let's take an example.
Zylker Inc is a technology company that offers product training to its customers from all regions. They host a web form in the company's website, that captures information about the interested customers. They notice a dip in the number of forms submitted from few regions and decide to analyze the performance of the forms for each region and observed the following:
  1. Fields such as Date of birth, correspondence address, Fax, website, and company name were not filled by most of them.
  2. Majority of the forms were submitted from Austria, France, Spain, and Sweden.
  3. Least number of submissions were from Canada, Norway, and Brazil.
These vital statistics can help them to improve the form and increase its efficiency.

Key terms in webform analytics

  1. Visits: The number of times the website that has the webform is viewed. Every website refresh will be considered as individual visits.
  2. Unique Visitors: The number of visitors who viewed the website that has the webform. However, the website refresh will not be taken into consideration.
  3. Starters: The first interaction with the fields in the webform.
  4. Submissions: Number of visitors who submitted the form: This can be further classified into Partial and Complete submission.
    1. Partial submission: If fields in the web form are skipped, yet submitted.
    2. Complete Submission: If all the fields in the web form are filled and submitted.
  5. Conversion Rate: It is the percentage of submissions from the total number of visits.

View overall form analytics

The overall analytics of your webform can be viewed from the web forms page.
Webform analysis can be viewed for the Leads, Contacts, Cases, and custom modules.

To view overall form analytics

  1. Go to Setup > Developer Space > Webforms.
  2. Click More Stats.

Overall form analytics

The overall analytics provide complete information on the performance of web forms by offering various statistics. This allows you to understand the form behavior and compare the web forms in a module to identify the most successful one. The analytics are classified in the following sections. 

Submissions based on form

This analytic gives you an insight based on the submissions received via the web forms. You can see the number of submissions received across all the web forms created for a module.

From this section, you can gather the following information:

  • Total Submissions: Displays the total number of submissions made using the web forms.
  • Max Conversion Rate: Displays the web form that has the maximum conversion rate.
  • Max Drop Rate: Displays the web form that has the maximum drop in conversion.
    This section also displays a graph of the number of visits, starters, and submissions for the web forms that are displayed.
  • Hovering over the graph of a web form displays the number of visits, starters, submissions, and the conversion rate for it.
You can also view the metrics in a table.

Submissions based on country

Submissions from your web form are categorized based on the country where they are made. This analytic allows you to view the total number of submissions made from a particular country by clicking on it.

The following metrics are also captured:

  • Top Country: Displays the country with the highest number of submissions.
  • Number of Countries Submitted: Displays the total number of countries where the web form was submitted.
You can also view the metrics in a table.

Leads, converted leads, and deals based on form

The transition that takes place for records generated from the web forms can be obtained from this section. You can see the number of leads created and out of which the number of leads that are converted and the deals associated with them.

You can also see the following metrics:

  • Total leads created: Total number of leads created, taking into account the submissions for all the webforms in the Leads module.
  • Total leads converted: Total number of leads that have been converted and the rate of conversion.
  • Total deals created: Total number of deals created for the records submitted through the web form.
  • Hovering over the graph for a web form displays the metrics that are specific to that web form such as the total number leads created and their status.
This analytics is available only for the Leads module.

Revenue based on forms

The revenue generated from closed won deals associated with records generated from the web form is captured in this section.

The following metrics are displayed:

  • Current Revenue: Revenue generated from closed deals related to the records submitted from the web form.
  • Previous Revenue: The revenue generated by closed deals before the duration specified.  For example, if the web form analytics are filtered based on Current Month, then the revenue generated in the previous month will be captured here.
  • Growth Rate: The increase in revenue from the previous revenue generated to the current revenue.
Previous Revenue and Growth Rate will only be available if a time-based filter is specified.

View analytics for individual webforms

The analytics for individual web forms in a module can be obtained by clicking the View Analytics button next to the web form.

This is made up of three sections:
  1. Based on submissions
  2. Based on region
  3. Based on the module

Analysis based on submissions

Information related to webform submissions will be displayed in this tab.

Form submissions

This displays the number of form submissions received on a particular day. The data can be filtered as daily, weekly, or monthly.

The following key metrics related to form submissions are captured:

  • Total Submissions: The total number of submissions received for the web form.
  • Average Submissions: The daily average number of submissions received for the web form.
  • Maximum Conversion: The date with the highest conversion rate for the web form. The conversion rate is the percentage of visitors who visited the web form and submitted it. 
  • Maximum Dropout: The date with the lowest conversion rate for the website. The dropout rate is the percentage of visitors who visited your web form but did not submit it.

Partial vs. complete submission

This metic allows you to track how submissions are made via your web form and whether all the fields are filled in or if any are left blank.

Fields filled rate

Sometimes, visitors may skip certain fields in your web form. This analysis tells you which fields are always filled in your web form and which ones are not. If some fields in a web form are often skipped, you can replace them to get better results.
This statistic is available only in the Ultimate edition.

Submissions based on region

The submissions for your web form are classified based on country in this section.

This section also displays:

  • Top Country: The country with the most submissions.
  • Number of Countries Submitted: The total number of countries your web forms have been submitted in.

Submissions based on module

The analytics in this section display the submissions for a selected module. For example, if you select the Leads module, you can see:

  • Leads Created: The total number of qualified leads captured from the web form. Qualified leads are the records which have been added to the Leads module in your CRM account.
  • Submissions: Total number of submissions made in a web form including duplicates and unvalidated records.
    • Duplicates: If the newly submitted record already exists in your CRM, it will be classified as a duplicate.
    • Validation failed: Submissions which don't satisfy the validation rules specified.
    • Waiting for approval: Records submitted which are waiting to be approved by a user.
    • Double opt-in: Submissions are received from a web form which has double opt-in enabled will be listed here until they are confirmed.
    • Leads: The total number of leads that have been added, not including duplicates, records which failed validation, records waiting for approval, and records waiting for double opt-in confirmation.
    • Converted leads: Total number of leads that have been converted.

Leads conversion report

This report displays the number of days taken for a lead to be converted into a contact.

Deals created (via leads)

Displays the number of deals created in a day for leads that were captured using this web form. You can view the total and average number of deals created and the total and average number of deals closed.

Revenue generated (via Leads)

Displays the revenue generated from closed won deals associated with records generated from the web form. You can also see the previous revenue, current revenue, and growth.

Enable tracking for web forms

Web form analytics must be enabled manually for all your existing web forms. If the embed or iframe code of the web form is embedded in your webpage, then you can simply click Enable Tracking to start analyzing the web form. If the web form was embedded using its source code, follow the steps below.

To enable tracking for web forms embedded using source code

  1. Hover over the web form and click Enable Tracking.
  2. Copy the tracking code from the pop-up.
  3. Paste the code inside the form> tag in the webpage where you embedded the source code of the web form.
    Web forms published using the iframe or embed code will be updated automatically.
  4. Click Done.

Filter analytics data

The time period you want the overall form analysis to be displayed for can be specified using the filter.

You can filter the analytics data based on:

  • All time: Displays analytics for all your web forms from creation through to the present date.
  • Current week, month, or year: Displays the web form analytics for the current week, month, or year only.
  • Last [x] days, weeks, months, or years: Specify the number of days, weeks, months, or years to display analytics for. For example, if the filter is set to 'Last 10 days' analytics will be provided for the last 10 days, not including the current day.
  • Custom: Specify custom dates to view analytics for.

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