# Analytics & insights

See how many people open, start, and finish each form, where they come from, and where they leave. Filter by channel, date range, device, or share link.

This needs the Pro plan or higher. [Compare plans](https://formstep.io/pricing/)

## Open analytics

Open a form’s **Submissions** tab and click **Analytics**, or press `3`.

> **Visits are recorded on Pro and Business**
>
> Formstep records visits only while the workspace owner is on Pro or Business, from the day you upgrade. Request numbers are on the form’s [Requests tab](https://formstep.io/docs/requests/managing-requests/#overview) instead, on every plan.

## The numbers

| Metric | What it counts |
| - | - |
| Views | Times the form was opened, including repeat visits |
| Unique Visitors | Different people who opened it |
| Engaged | Visitors who clicked, typed, or picked an answer |
| Submissions | Completed responses |
| Completion | Submissions divided by Engaged |
| Avg. Time | Time from the first answer to submit |
| Bounce Rate | Visitors who left without answering anything |

A refresh does not count again. The same person on two devices counts twice.

## Charts

- Activity Over Time shows views, engaged visitors and submissions per day.

- The [Completion Funnel](#completion-funnel) goes from Viewed to Engaged to Completed.

- Traffic Sources splits visits into direct, email, social, search and referral. Click a bar to see the sites and campaigns, and see [how sources are classified](#traffic-source-classification).

- Device, browser and location breakdowns show what people use and where they are. The country is an estimate.

- Peak Activity Hours shows when people submit, by hour of the day.

## Filters

Filter by channel (public link or requests), by date range (the last 7, 30 or 90 days, or all time), and by device (desktop, mobile or tablet). When the form has two or more share links, you can also pick one or more of them. Filters combine, for example the last 7 days on mobile for one share link. Click **Live data** to pause updates.

## Completion funnel

The funnel shows where you lose people. A big drop from Viewed to Engaged means the start looks like too much work, the purpose is unclear, or a password or sign-in puts people off. A big drop from Engaged to Completed points to a hard or sensitive question, or a form that is too long; the [Summary](https://formstep.io/docs/submissions-analytics/question-summary/) view shows which question people leave at.

Wait for 50 to 100 submissions before you change the form based on the funnel.

## Compare share links

Give each channel its own [share link](https://formstep.io/docs/sharing-publishing/sharing-embedding/), such as one for your newsletter and one for social media, and give it a clear name. Then pick one link at a time in the **Share link** filter to compare them. The filter works in the List and Summary views too. Revoked links stay in the filter.

To test two versions of a form, duplicate it, change one copy, and give each its own share link.

## How traffic sources are classified

Formstep reads the link’s [UTM tags](https://formstep.io/docs/sharing-publishing/sharing-embedding/#utm-parameters) first. Without them, it uses the site the visitor came from.

| Category | When |
| - | - |
| Email | utm\_medium mentions email or newsletter |
| Social | utm\_medium mentions social, or the source is a social network such as LinkedIn (in utm\_source or the site the visitor came from) |
| Search | utm\_medium mentions cpc, paid or search, or the source is a search engine such as Google (in utm\_source or the site the visitor came from) |
| Referral | Any other UTM tag or site |
| Direct | No UTM tag, and no site or only your own |

Some apps hide the site a visitor came from. Add UTM tags to the links you post there.

## How long data is kept

Analytics are kept for 365 days. Submissions are not affected. To delete a form’s analytics, open **Settings**, **Danger zone**, **Delete analytics data**. A view shows at most the latest 10,000 events; narrow the date range for older ones.

## Next steps

[Aggregated summary](https://formstep.io/docs/submissions-analytics/question-summary/) — Find the question people leave at

[Partial submissions](https://formstep.io/docs/submissions-analytics/partial-submissions/) — Recover responses that never finished

[Share links](https://formstep.io/docs/sharing-publishing/sharing-embedding/) — One link per channel

[Exporting submissions](https://formstep.io/docs/submissions-analytics/exports/) — Download CSV, Excel or PDF