Form analytics show how many visitors view your email signup form, start filling it out, submit it and, for double opt-in forms, confirm their subscription. You can view them in two places.
In the main window:
- Navigate to the Contacts tab
- Select the group that is linked to your signup form
- In the inspector, expand the Signup Form section
Analytics are displayed below the form thumbnail.
In the form editor window:
- Open the form editor
- In the inspector, click the Analytics tab at the top
Choose a Time Period
Analytics are counted over a time period that you choose. The default is All Time. To change it, click the time period above the numbers and choose a recent period, such as the last 30 days or this month, or choose Custom Date Range… to pick your own start and end dates. Direct Mail remembers your choice and uses it for all the forms in the project.
If the time period starts before Direct Mail began collecting analytics for the form (for example, before the form was created), a line beginning with "Since" and a date appears below the numbers. The numbers only include activity from that date onward.
The numbers update automatically as visitors use your form. They're dimmed when they might be out of date, for example while your Mac isn't connected to the internet.
About Analytics
Each number counts one step of signing up, so each is usually smaller than the one before it:
- Viewed: The number of times the form was viewed. For landing page forms, this is the number of page views. For embedded forms, it's the number of times the form was scrolled into view, counted at most once per page load. For pop-up forms, it's the number of times the form (not the callout) appeared.
- Started: The number of times a visitor started filling out the form, by typing in a field or changing a control.
- Submitted: The number of times the form was submitted, whether or not the submission led to a new subscriber. Submissions blocked by our spam and bot protection aren't counted. For double opt-in forms, this includes people who never clicked the link in the confirmation email.
- Confirmed: Shown only for double opt-in forms. The number of submissions that were confirmed by clicking the link in the confirmation email.
Find Where Visitors Drop Off
Compare each number with the one before it to see which step visitors give up at:
- Viewed but not started: If many visitors see your form but few start filling it out, try a clearer headline, or explain what subscribers will receive. For a pop-up form, try changing when it appears.
- Started but not submitted: Started minus Submitted is the number of forms that were abandoned. A large number might mean that you're asking for too much information, or that one of the fields is a hurdle for some people.
- Submitted but not confirmed: If many people submit a double opt-in form but don't confirm, they may not be finding the confirmation email, which can end up in a spam folder. Consider asking them to check their inbox on the form's Submitted page.