Open any form and the right edge of the canvas carries a chart icon. Click it and the Analytics panel slides out, headed Form Analytics with Last 30 days beneath. Everything in it is a live aggregate computed from the form’s own submissions at the moment you open it — there is no sampling, no estimate and no rounding up. A form with no traffic shows zeros, not a placeholder.
The rail starts closed and remembers whether you left it open for the rest of your browser session. You can drag its edge to widen it; it opens at 320 pixels.
The four numbers
Four stat tiles sit at the top of the panel, with the trend and the page ranking below them. Here is every figure the panel computes, and the exact question each one answers.
| Metric | Panel label | Exactly what it counts | Source |
|---|---|---|---|
| Submissions | Submissions | Every submission row for this form inside the window. Two fills from the same person count twice | formFillEvents |
| Submitters | Submitters, sub-labeled unique sessions | Distinct tracking sessions that submitted. One visitor filling the form twice in one visit is one submitter; the same person returning tomorrow is two | distinct sessions on formFillEvents |
| Conversion | Conversion, sub-labeled of N page views | Submitting sessions divided by the sessions that viewed the pages this form was submitted on, in the same window. Shown to one decimal place | formFillEvents ÷ pageViewEvents |
| Per submitter | Per submitter, sub-labeled submissions | Submissions ÷ submitters, to one decimal place. Shows — when there are no submitters | derived |
| Top pages | Top pages | Up to five pages, ranked by the number of distinct sessions that submitted this form on them | formFillEvents, grouped by page |
Conversion is the one worth stating unambiguously, because “conversion rate” means something different in every analytics tool:
\text{conversion} = \frac{\text{sessions that submitted the form}}{\text{sessions that viewed a page the form was submitted on}}
Both sides are sessions, not people and not page views.
Why conversion can look strange
The denominator is not a page you choose. Leed works out, from the submissions themselves, which pages this form was actually submitted on during the window, and then counts the sessions that viewed those pages. That keeps the figure honest as a form moves around your site — but it has two consequences that look like bugs and are not:
- A form with no submissions has no host pages, and therefore no conversion figure. With nothing to derive a denominator from, the panel shows its empty state rather than 0%.
- Moving a form to a new page changes the denominator the moment the first submission lands there. Until somebody submits on the new page, that page’s traffic is invisible to this calculation; afterwards, all of it counts. A form that has just been moved to a busy page will show its conversion rate drop sharply, and the drop is arithmetic rather than a change in behavior.
A form embedded on many pages produces one blended number across all of them. Top pages is where you take it apart.
Submissions trend
Under the tiles is a bar chart of submissions over the window, with one bar per bucket and a tooltip giving the count and the bucket’s starting date.
The bucket size is derived from the length of the window rather than fixed, and for the panel’s 30-day window that means one bar per week — roughly five bars, not thirty. Buckets with no submissions are absent from the data rather than drawn at zero, so the chart shows the shape of your submissions and not the shape of the calendar. Bar heights are relative to the tallest bucket in the window, which makes the trend readable but means you cannot compare bar heights between two different forms.
Top pages
Up to five pages, each with the number of distinct sessions that submitted the form there, ranked highest first. The row shows the page’s type and identifier, not its title — documentation · 4f2c… rather than Pricing. Hovering shows the full identifier. If you need the title, the page column on the form’s submissions links to each page by name.
A form placed through a template partial appears here once per page it renders on, which is usually the fastest way to discover that a form is converting somewhere you did not expect.
The empty state
When there are no submissions in the window, the whole panel is replaced with:
No submissions in the last 30 days. Conversion and trends appear here once this form starts collecting responses.
That is a real state and it means what it says — but it means it about the last 30 days on the live site, which is a narrower claim than “this form has never worked”.
A different message — Couldn’t load form analytics. Try again shortly. — is a failed request rather than an empty result, and reopening the panel usually clears it.
The window, and how far back you can look
The panel is hard-wired to the previous 30 days. There is no date picker here and no comparison against a previous period; those live on the analytics workspace, not on the form.
Where these numbers show up elsewhere
Form fills are one of the few signals that feed several parts of Leed at once, so the same submissions appear under three other names:
- Leads, the KPI on the Know dashboard, is the total of form fills across every page in the window — this form’s submissions are part of that total.
- Top performing pages, also on the Know dashboard, ranks pages by lead conversions and computes its conversion column as form fills ÷ sessions for the page. That is a per-page figure and will not equal a per-form one.
- The form-fill stage of a short link’s funnel counts the sessions that arrived through that link and went on to submit, which is the same event counted with a different filter. Short links and attribution covers the whole funnel.
If two of those numbers disagree, they are almost always answering different questions rather than contradicting each other; the metrics reference defines each one in the same terms this page uses.
Who can see it
The panel needs the analytics:read privilege, which every role from Read Only upwards holds — so anyone who can open the form can see its numbers, including team members who cannot edit it. The privilege matrix lists what each role can reach.