Feature

Form analytics: understand why visitors convert or abandon

Fullmetrix measures the performance of your forms and popups in real time: display rate, conversion rate, field-level abandonment, time spent, best-converting segments. Identify forms that work, those that don't and optimize continuously to maximize your leads.

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The problem

Why most forms underperform without you knowing

No visibility on the filling journey

You see the number of submissions received, but not the number of visitors who started filling the form without finishing. Without field-level abandonment data, impossible to know if it's the form being too long, a blocking field or a bug that's killing your conversion rate. You optimize in the dark.

Average conversion rates hide big gaps

A global 3 percent conversion rate can hide huge disparities: 8 percent on desktop and 0.5 percent on mobile, or 6 percent for organic visitors and 1 percent for paid ones. Without segmentation by source and device, you don't know where the problem is hiding or where to invest optimization effort.

Impossible to test and iterate quickly

Without detailed data on each form, you can't know if a design, copy or field change has a positive or negative impact. Optimizations are done on gut feeling, not data. Result: forms frozen for months when they could double their conversion rate.

The solution

How Fullmetrix analyzes your forms in depth

Complete conversion funnel per form

For each form, Fullmetrix displays the full funnel: impressions, opens, fill start, field-level abandonment, completions, submissions. You see exactly where visitors drop off and which field is problematic. Field-level abandonment rate is calculated automatically.

Segmentation by source, device and audience

Analyze each form's performance by traffic source (organic, paid, direct, email), by device (desktop, tablet, mobile) and by visitor segment (new, recurring, customer). Identify the combinations that perform best and those needing dedicated optimization.

Heatmaps and behavior data

Visualize how visitors interact with your forms: field filling order, time spent on each field, clicks on elements, scroll. Behavior data reveals friction points invisible in classic statistics.

How it works

Analyze your forms in 4 steps

Create or connect a form

Use the Fullmetrix editor to create a form or connect an existing form via the tracking snippet. Event tracking is automatically enabled on publication. No additional configuration required.

Collect data

Fullmetrix collects events automatically: form impression, open, field focus, value change, abandonment, submission. Data starts flowing in your dashboard from the first visitor interactions.

Analyze performance

Access the forms dashboard to see the full funnel, field-level abandonment rates, performance by segment. Compare forms to each other to identify leaders and laggards. Filter by period, source or device.

Optimize and iterate

Identify the field blocking your form and test a version without that field. Measure the impact in real time. Repeat on other forms. In a few weeks of iterations, your global conversion rate can double.

Key features

Everything you need to optimize your forms

Conversion funnel

Impressions, opens, fill start, field-level abandonment, completions, submissions. You see every step of the journey and where visitors drop off.

Field-level abandonment

Identify which field is scaring visitors away. A mandatory phone field can drop your conversion rate by 50 percent without you knowing.

Fine segmentation

Analysis by source (organic, paid, direct), device (desktop, tablet, mobile), audience (new, recurring, customer). Identify where to prioritize optimization.

Completion time

Measure the average time to complete a form. A time too long often indicates a too-complex form or poorly designed fields to simplify.

Form comparison

Compare your different forms and popups on the same metrics. Identify winning formats and designs and replicate them across your site.

History and trends

Full history of all metrics over several months. Detect performance drops (bug, design change, tracking issue) before they become critical.

Integrations

Compatible with your forms stack

Fullmetrix forms

Automatic and complete tracking of all forms created in the Fullmetrix editor.

External forms

Support for external forms (Typeform, Klaviyo embed, custom HTML) via dedicated JavaScript tags.

WooCommerce checkout

Specific analysis of the WooCommerce checkout funnel: field-level abandonment, completion time.

Shopify checkout

Shopify checkout analysis with abandonment tracking and friction identification.

FAQ

Frequently asked questions about form analytics

What metrics does Fullmetrix measure on a form?+

Fullmetrix measures: impressions (how many visitors saw the form), opens (how many clicked to open it if it's a popup), fill start, field-level abandonment, completion time, successful submissions, validation errors. All these metrics are segmentable.

Can I analyze forms not created in Fullmetrix?+

Yes. Fullmetrix supports tracking external forms via a dedicated JavaScript script. You place data attributes on your fields to tell Fullmetrix to track interactions. Works with custom HTML, Typeform embed, Klaviyo embed.

Is analytics data real-time?+

Yes. Events are ingested continuously and metrics are updated in real time in your dashboard. Funnels and conversion rates reflect the latest submissions within less than a minute.

How do I detect the field that makes visitors abandon?+

The field abandonment report ranks your fields by descending abandonment rate. The field at the top of the list is the one losing the most visitors. You can then test a version without that field and measure the impact on the global conversion rate.

Can I compare two periods to see the impact of an optimization?+

Yes. The dashboard offers comparison between two periods (last week vs this week, last month vs this month) with percentage variations for each metric. You immediately measure the impact of a change.

Are the analyses GDPR compliant?+

Yes. Fullmetrix uses first-party tracking without third-party cookies and respects visitor consent. Form data is anonymized for aggregated analyses and personal data (emails, phones) are only stored with explicit consent.

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