Understanding Your Response Analytics

CraftForm's analytics dashboard shows you not just how many people completed your form, but where they dropped off, which questions lose people, and how your form performs over time.

How to access analytics

From your dashboard, click any form name to open it, then click the Analytics tab in the top navigation. Analytics start recording the moment you publish your form — there's no setup required.

The three key metrics: Views, Starts, Completions

Views

Someone opened your form URL. They saw the first question but may not have interacted.

Starts

Someone answered at least one question. They are engaged — but may not have finished.

Completions

Someone clicked Submit and saw the thank-you screen. This is a full, counted response.

Completion rate calculation

CraftForm calculates two completion rates:

View-to-completion rate

Completions ÷ Views × 100

What percentage of everyone who opened your form actually finished it. Industry average for conversational forms is 35–55%.

Start-to-completion rate

Completions ÷ Starts × 100

What percentage of people who began answering actually finished. This is a measure of form quality — higher is better. Good forms achieve 70–85%.

Drop-off rate by question

The most powerful feature in CraftForm Analytics is the question-level drop-off view. It shows exactly which question caused the most people to abandon your form.

In the Analytics tab, scroll down to the Drop-off by Question chart. Each bar represents one question. The bar height shows the percentage of starts that reached that question. A sharp drop between two questions tells you that question is the problem.

High drop-off at a question means:

The question is confusing or ambiguous — rewrite it.
The question feels too personal or invasive — consider making it optional.
The question comes too early — move it later in the form.
There are too many answer choices — reduce the options.

Low drop-off (high retention) means:

The question is clear and easy to answer.
The question is well-placed in the flow.
Respondents find it relevant to themselves.

Drop-off by question is available on the PRO plan.

Response trends over time

The Responses Over Time chart shows a daily or weekly bar graph of submission volume. Use this to:

Spot spikes that correlate with marketing campaigns or traffic sources.

Identify if a form link was shared somewhere new.

Detect sudden drops (your form may have broken or your link may have been removed).

Understand weekly patterns — for most B2B forms, weekday submissions significantly outpace weekends.

Using analytics to improve your form

Find your weakest question

Check the drop-off chart. The question with the steepest drop is your biggest opportunity. Rewrite, simplify, or remove it.

Check your view-to-start rate

If lots of people view your form but few start, your opening question may be too intimidating or off-putting. Start with something easy and welcoming.

A/B test your questions

Duplicate your form, change one question, share both versions to similar audiences, and compare completion rates after 100+ starts each.

Export and analyze in detail

Export all responses to CSV (PRO) for deeper analysis in Excel, Google Sheets, or a BI tool like Metabase or Looker Studio.

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