Understanding sign-up form analytics

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You will learn

Learn how to analyze your sign-up forms' performance so you can iterate and optimize based on knowledge of areas you excel in and areas where you can improve.

Before you begin

In the Sign-up forms tab you will see a list of all the forms in your account. Here you will also see a benchmark status icon highlighting performance displayed next to each form. At an individual level, you can select the form that you would like to review to take a deeper dive into its results.

In your analytics dashboards (also referred to as overview dashboards), you can measure sign-up form performance across a number of different forms to gain insight into how your forms are performing as a whole.

This guide will walk you through each of these options so that you can get a complete picture of how your forms are performing on their own and in relation to one another. In both cases, the metrics shown take into account tracked and untracked visitors, so you can get a holistic sense of your performance.

Individual sign-up form activity

To view the performance of a specific form, first navigate to the Sign-up forms tab. Along with the list of all the forms in your account, you will also see the form type, the list that each form submits to, and the Submitted Form and Form Submit Rate metrics (defined below) from the last 30 days.

The benchmark status icon displayed next to the submit rate enables you to quickly contextualize your forms' results with market comparisons so you can easily identify underperforming forms and know where to focus your efforts to improve.

This icon will appear next to popup forms only, as benchmarks data is not currently available for flyout or embedded forms.

This status is calculated using the submit rate for a form compared to peer benchmark data for the last 3 months. Hover over the icon to see a more detailed benchmark rating (i.e., Poor, Fair, Good, or Excellent).

the list view in the signup forms tab showing an example benchmark icon next to a form.

When you click into form that is in Editing or Live mode, you will then see the Overview page. You can toggle between this page, the Advanced Reports page, and the A/B Test Results page (if applicable), to get a comprehensive view of how your form is performing. If you click into a form that is in draft mode and was never published, you'll see the sign-up form builder.


the overview tab for a specific form where you can see various metrics in separate cards, such as viewed form events, submitted form events, and form submit rate.

In the Overview tab, you will see the following metrics displayed in a graph and as cards:

  • Viewed Form events
    The total number of of Viewed Form events are tracked whenever a site visitor views a form.
  • Submitted Form events
    The total number of Submitted Form events are tracked whenever a visitor submits a form, or whenever a visitor clicks a “Go to URL” button on a form. If a form has both of these buttons, it will only count the event when someone submits the form. 
  • Form Submit Rate
    This is the ratio of Submitted Form divided by the Viewed Form events.

Benchmark data status also displays in the submit rate card on the Overview page, as long as the form has data during the selected time period. Hover over this status for another look at how your form's value compares to peer benchmark data for that time period. For a deeper dive, click on the icon to open a new tab with the sign-up forms benchmarks page, which provides a view of your popup's success by comparing your submit rates to peer benchmarks. 

By default, all of these metrics will display data from the past seven days, grouped by day, however, you can configure this depending on how you would like to visualize your data.

The overview tab with the dropdown selected under last 7 days to show that you can change the timeframe of the display data in the overview tab.

Additionally, in the lefthand panel, there is some high-level information about the form. This includes:

  • The name of the form
  • The type of form (popup, flyout, full page, or embed)
  • The form status (Live, Editing, or Draft mode) if the form was live at any point
  • The list the form submits to, if applicable, which is configurable by editing the submit button on a form
  • The publish date, including when the form was originally published and when it was last updated

The menu of high-level information shown in the left panel of the overview tab showing form name, type, status, and publish date.

Multi-step form analytics

If your form has multiple steps, you can see how many people viewed the first step or submitted information in the form. Note that the cards in your Overview tab will contain the following data: 

  • Total Viewed Form displays the number of people who viewed the first step of the form 
  • Total Submitted Form displays the number of people who submitted the primary conversion action of the form:
    • For forms with email or SMS subscription actions, submitting an email or phone number counts as a submit
    • For forms containing both email and SMS fields across multiple steps, submitting whichever appears first in the form counts as a submit
    • For forms without an email or SMS subscription action (e.g., a flash sale popup with a “Go to URL” action), clicking the “Go to URL” button counts as a submit 
  • Form Submit Rate is the number of Submitted Form events divided by the number of Viewed Form events

Teasers and form analytics

If a form includes a teaser, note that the form’s analytics will reflect action taken on the form itself, not the teaser.
Total Viewed Form represents the number of visitors who viewed the first step of the form. The number of visitors who viewed the teaser but did not view the form are not included in your form’s analytics. Likewise, the Form Submit Rate reflects the percentage of visitors who completed the form out of those who viewed the form, and does not reflect the number of visitors who only viewed the teaser.

Advanced reports

the advanced reports tab for a form where you can find the breakdown of viewed form, submitted form, and form submit rate events.

In the Advanced Reports tab, there is a breakdown of Viewed Form, Submitted Form, and Form Submit Rate events split by a number of different options. This includes:

  • Device type (mobile or desktop)
  • Utm_source
  • Utm_medium
  • Utm_campaign

Each page will display up to 25 values, sorted by default in descending order by Form Submit count; however, this is configurable depending on how you would like to represent this data.

Like the Overview tab, the Advanced Reports tab will show data from the past 7 days by default, but is configurable and will reflect any timeframe updates you make in the Overview tab.

A/B test results

The A/B test results page where you can see an overview of how your A/B test is performing.

On the A/B test results page, you will see an overview of how your A/B test is performing. For more information about A/B testing your sign-up forms head to the article on A/B testing a sign-up form.

Multiple sign-up forms activity

To view performance data across multiple sign-up forms, you will need to create a new overview dashboard report.

Head to the Analytics > Dashboards and then click on Create Dashboard if this is your first dashboard, otherwise click into an existing report from the list. From here you can add the Forms Performance card to look at your overall forms' success over times. 

By default, this card will display all your form submission rates over time via a line graph according to the date range you chose.  Forms performance card with a line graph showing viewed and submitted rates over time

You will also see total form views count on the left along with the percentage change from the previous period. A positive percentage change will show in green text, while a negative percentage change will shown in red text.

The percentage change of views, as relative to the last period, with negative in red and positive in green

Below this information, you can review your form submission rates, and how they compare to applicable peer groups (Excellent,Fair, orPoor). If you fall into the Fair or Poor categories, we suggest looking at that particular form to diagnose the issue or review ways to improve its submission rates

Note that you can choose remove draft forms from appearing in you data by checking the Exclude Draft Forms checkbox next to forms dropdown.

Checkbox for exclide draft forms

Learn more about setting up and adjusting your forms card in your overview dashboard. 

Web crawlers (bots) and viewed form events

Search engines like Google use crawlers (bots) to visit webpages and catalog the contents of those pages. Prior to September 12, 2019, Klaviyo treated these instances as Viewed Form events, which inflated this number, but didn't affect the number of Submitted Form events. Hence, the Form Submit Rate (the ratio of Submitted Form events over Viewed Form events) for some customers was underreported.

On September 12, 2019, we released a change to filter out web crawlers and more accurately report your engagement metrics. As a result, you may notice a decrease in the number of Viewed Form events in your account, accompanied by a higher Form Submit Rate.

What are good rates for a form?

While what "good" means for each form will differ depending on the purpose of the form, the median form submit rate for popups and flyouts is only 2.3%. Most successful forms have between a 1 and 3% form submit rate, but extremely high performing forms can have up to a 6.5% form submit rate. If you're finding you have a form submit rate on Klaviyo that's less than your previous list growth tool, most likely, it is because your previous platform calculated form submit rates differently than Klaviyo does. If you're concerned it is because your forms aren't working properly, head to our guide on troubleshooting sign-up forms.

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