Signup form analytics

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You will learn

Learn how to analyze your signup 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 Signup 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 Dashboard, you can measure signup 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 signup form activity

To view the performance of a specific form, first navigate to the Signup Forms tab. Along with the list of all the forms in your account, you will also see the form type, the each one 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 signup 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 signup 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 signup 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 signup 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 signup forms head to the article on A/B testing a signup form.

Multiple Signup Forms Activity

The Forms Overview page within the analytics dashboard where you can visualize metrics such as viewed form, closed form, submitted form, and form submit rate.

On your dashboard, in the Analytics tab, you can add a card to visualize any of the following metrics:

  • Viewed Form
    This metric is tracked whenever a visitor views a Klaviyo form.
  • Closed Form
    This metric is tracked whenever a visitor closes a Klaviyo form.
  • Submitted Form
    This metric is tracked whenever a visitor submits a Klaviyo signup form, or whenever a visitor clicks a "Go to URL" button on a Klaviyo form. Submissions will only appear if a list is connected to the signup form.
  • Form Submit Rate
    This metric tracks the rate at which people engage with your form, which is the Submitted Form metric divided by the Viewed Form metric.

You can find these metrics under the Klaviyo category when adding a card. Additionally, you can navigate to your Forms Overview report to analyze the default forms dashboard view.

The dropdown menu in the analytics dashboard where you can navigate to the forms overview report.

Available Filtering Options

example graph for device type data, which is one of the available filtering option.

When analyzing a particular metric, there are several ways you can group and sort your data, including:

  • form_id
    This is the name of the form.
  • device_type
    This allows you to split the data for desktop vs. mobile.
  • form_type
    Group data by popup, flyout, and embedded forms.
  • utm_source
    This is the UTM source of the URL the form is displayed on, if applicable.
  • utm_medium
    This is the UTM medium of the URL the form is displayed on, if applicable.
  • utm_campaign
    This is the UTM campaign of the URL the form is displayed on, if applicable.
  • action_type
    If someone clicks a button, whether it is a "Go to URL" or "Submit Form" event.
  • destination_url
    If someone clicks a "Go to URL" button, what URL did they click through to.
  • page_url
    The page the URL was shown on, including domain and path. This will not include any UTM parameters.

Menu that populates when you opt to add a new card to your analytics tab allowing you to choose a metric to report on.

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 signup forms.

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