Understanding Why Form Submissions and List Sizes Differ

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Learn why form submissions do not match the number of subscribers in a Klaviyo list and gain tools for understanding your site visitors’ behavior. 

The number of form submissions will rarely match the number of subscribers on your list. This is because signup form analytics calculate the total number of submit events from your form, while your list size represents the number of unique profiles that are fully opted into your list. 

How to Find Form Submission Counts and List Sizes

To find the number of submissions for a form, navigate to the Forms tab and review each form’s submission count in the Submitted Form column. Note that this view shows the last 30 days of data.

The Klaviyo Forms overview with the Form Submissions column highlighted

To view data for a different time frame, navigate to the form’s Analytics page and adjust the date range as needed. The Total Submitted Form count indicates the total number of form submissions. 

A form's analytics page

In either view, the number represents the total number of submissions for your form, so it may include duplicate submissions or submissions from non-legitimate site visitors (e.g., list bombers). 

To see a list’s size, navigate to the Lists & Segments tab, then search for your list. The number of list members can be found in the Members column. 

The Klaviyo Lists & Segments tab with a list's member count highlighted

Why Form Submissions Differ From List Size 

Form submissions may differ from a list’s size for a variety of reasons. Before troubleshooting, first make sure that you are referencing the same list that your signup form is connected to by visiting the Signup Forms tab and reviewing the List column. 

The Klaviyo Forms tab with the List column highlighted

Double Opt In 

If your list is set to double opt-in, only those who complete the double opt-in step (by clicking a link in a confirmation email or responding to a welcome SMS with the confirmation keyword) will be added to the list. Anyone who fills out the form but doesn’t complete the opt-in confirmation will be counted in your form’s submissions, but will not be included in the list.

Duplicate Submissions 

If a site visitor fills out a signup form more than once with the same email address or phone number, each form submission will be counted in the form’s submission count. However, the person will only appear in the list once. 

Spam/List Bombing

Klaviyo has list bombing protections in place to prevent bad actors and spam profiles from appearing in your lists. These protections help maintain strong deliverability to ensure you can continue contacting legitimate subscribers who want to hear from you. If your signup form was the victim of a spam submission or list bombing attack, you may see inflated form submission numbers, but your list will not include these bad actors. 

Changes to Form Settings

If the list connected to your signup form is changed at any time, those subscribers who filled out the form before the change occurred will appear on the original list. Only those who fill out the form after a change to the form’s list will be added to the new list. 

Identifying Non-Subscribed Form Submissions

To identify profiles that filled out a form but are not members of the connected list, use a segment. Once you’ve created this segment, you can individually review the profiles to troubleshoot.

First, navigate to your signup form and copy the six-digit form ID in the form’s URL. 

A URL bar with the six-digit form ID highlighted

Next, open the Lists & Segments tab and click Create List / Segment > Segment. Use the following segment definition: 

Properties about someone > $consent_form_id equals [six-digit form ID]
If someone is in or not in list > is not > in [your list]

This segment will contain profiles who filled out your form but are not in the attached list. 

Additional Resources 

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