How to analyze form report in Zoho PageSense | Help Guide

Understand your form report

The following metrics are monitored in a form analytics experiment:

Form Metrics Tab

In the Form Metrics tab, you will be able to see the number of visitors, visits, starters, conversions, and abandons.

  1. Visitors: The number of unique visitors who've visited the web page at least once.

  2. Visits: A visit is one individual visitor who reaches your website browses. The same visitor can visit the page multiple times.

  3. Starters: The number of visitors who've interacted with at least one field of the form.

  4. Conversions: The number of visitors that have submitted the form successfully.

  5. Abandons: The number of visitors that didn't submit the form after interacting with at least one field of the form.

    Form analytics dashboard in pagesense
Under the Form Metrics Over Time section, you'll find the comparison of starters, conversions, and abandons count over time. 

Under the Form Submission Statistics, you'll find the count of successful and failed submissions.

Under the Average Time to Submit section, you'll find the average time taken for a visitor to successfully submit the form. It's calculated by dividing the total time spent on the form by visitors who have successfully submitted it by the number of successful submissions.

Under the Average Time Spent section, you'll find the average time a visitor spends on the form. It is calculated by dividing the total time all the visitors who've interacted with at least one field of the form by the number of starters.


Field Metrics Tab

Here, you'll find the following metrics under the Field-Level Statistics section:

  1. Focuses: The count of visitors who have clicked on the field.

  2. Interactions: The count of visitors who have entered information in the field.

  3. Refocuses: The count of visitors who have interacted with the field, navigated to a different section of the web page and then clicked back again on field.

  4. Corrections: The count of visitors who entered information in the field, partly or complete deleted it, and re-entered information in the field.

  5. Drop-offs: The count of visitors who have stopped filling the form, and didn't submit it, after interacting with the field.

Under the Filled and Blank Fields section, you'll find the count of visitors who have filled out the field, and the count of those who've left it blank.

Under the Hesitation and Total Time section, you'll find the average time visitors had spent on the form, and the average time visitors spend hesitating before filling out the form. The hesitation time is calculated by finding the time difference between a visitor focusing on the field and entering information into the field.

Ad Spent Tab

When you're running Google ads to attract more users to your online conversion forms, such as signup, newsletter subscription, event registration, and contact forms that are embedded on your website, you may want to see whether your ad campaigns are compelling enough for visitors to click on your ads and proceed to submit the form achieving your conversion goal. By integrating PageSense with Google Ads, you can easily see which of your Google ad campaigns or ad copies that you've setup on the form completion or thank you page of your website has encouraged visitors to land on your form, and how many of those visitors successfully filled and submitted your form leading to a conversion.


The form report gives you useful insights on important performance data, such as the number of clicks and impressions that each of your ad campaign has obtained on your site, in addition to key metrics like total ad spent value and the actual cost spent in acquiring a customer from these ads. You can also segment your campaign's report based on a variety of audience groups, such as visitor type, traffic source, and location, to see how each group of visitors are responding to your ads and which group records higher clicks and conversions in your form.

Enabling this integration lets you understand whether the clicks you're generating through your ads are transforming into sales, or if you're just wasting a lot of money for nothing.
The report can also help you learn which landing pages containing the form are driving more actions and performing better in terms of conversions compared to other pages on your site, and which should be improved. By combining all these insights, you can start to A/B test your ad messaging and form fields for enhanced customer experience and improved conversion rates through your upcoming ad campaigns.

  • To track the performance of your ad campaign in form analytics experiments, visitors must be made part of the form analytics experiment page(s) that has the Google Ad campaigns running on it. Your Ad campaigns report will get recorded only when the visitor lands on the campaign URL (or web page) included in your form experiment.

  • Ensure that the PageSense tracking code is added on every page where your goals are running. Learn how to install PageSense code on your website.

To track and view the Google Ads spent metrics in your form reports:
1. Click the Integrations tab at the top-right corner and toggle on the Google Ads integration button at the project level.

2. Go to your form analytics experiment, click on
REPORTS and then the AD SPEND tab on the page.

3. Toggle on the
Google Ads integration button and choose the Google ads account you want to track your campaign.

4. Within 24 hours, you'll be able to see the list of Google ad campaigns that you're running on the  confirmation or thank you URL of your form analytics experiment, along with some of the most important Google Ads metrics mentioned below.

The All Campaigns section shows the performance metrics of all of your campaigns that you're running in the confirmation page of your form analytics experiment.

The table shows you the performance metrics of individual campaigns that you're running on your form experiment pages. When you click on a campaign, you'll see your campaign's performance broken down by its individual ad groups.
Your ad group contains a set of similar ads and the words and phrases, known as keywords, that you show to your users.
  • IMPRESSIONS: The number of times your ads from this particular campaign was displayed or seen by your visitors on the Google search results page or other Google network platforms.

  • CLICKS: The count of the times your ad from this particular campaign was clicked by visitors in a given time period.
    We look at clicks as a measure of traffic to the site. A rise in clicks can mean your ads are more appealing to the audience and valuable to the people who come across it. You can increase the clicks on your ads by:

    • Creating attractive text for yours ads.

    • Organizing your ad groups by a common theme, product, or goal.

    • Creating smaller lists of tightly themed keywords to ensure your ads are relevant and compelling to your customers.

Under the All campaigns section, you will be able to see the click through rate(CTR), which gives you the overall ratio of how often people who see your ad actually click your ad. It’s calculated by dividing the total number of clicks your ad receives by the total number of impressions. For example, if your ad appeared 200 times and 15 people clicked on it, then your CTR is 7.5%.

Note: It's known that marketers generally want to achieve the highest possible click-through-rates with their ad campaigns, as this can help improve the ad position and thus reduce click costs (CPC). You can try to improve your CTR by performing A/B tests with different advertisements containing minimal changes to variations such as different call-to-actions or images. 
  • COST: The amount of money you spent on ads from this particular campaign.

    The Total Spend metrics under the All campaigns section gives you the total amount of money you spent on Google Ad campaigns during the specified duration.

  • CONVERSIONS: The number of times your ads from this particular campaign was clicked by visitors and then successfully submitted the form on your experiment page.

    Note: After tracking your conversions, you might notice that a certain keyword used in your campaigns leads to higher conversions, while another one doesn't. In this case, you could choose to spend more of your marketing budget on the keyword that produces more conversions.

  • COST PER CONVERSION: Cost/conversion metrics tell you how much, on average each conversion on your ads cost for this particular campaign. In other words, this metric tells you how much you get charged for each desired action taken by a user on your website after coming across your ad. It's calculated by dividing the conversions cost by the number of successful conversions obtained in your form through a particular ad. A visitor is counted as a conversion when they successfully submit the form.

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