> For the complete documentation index, see [llms.txt](https://docs.humblytics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.humblytics.com/understanding-your-data/understanding-forms-data.md).

# Understanding Forms Data

See how many forms are submitted, on which pages, and which traffic sources bring the people who fill them in.

Go to **Observe → Analytics → Forms**.

<mark style="background-color:pink;">ADD GIF HERE</mark>

## Summary metrics

| Metric                 | What it means                                                                                                                              |
| ---------------------- | ------------------------------------------------------------------------------------------------------------------------------------------ |
| **Submissions**        | Every form submit, including repeats by the same person.                                                                                   |
| **Unique Submissions** | Each person who submitted, counted once. This is the number to compare with your CRM.                                                      |
| **Conv Rate**          | Submissions ÷ unique submissions, or how many times the average person submits. Over 100% just means some people submitted more than once. |
| **Top Form**           | The form with the most submissions.                                                                                                        |
| **Pages**              | How many pages had a submission.                                                                                                           |

The chart plots **Submissions** and **Unique Submissions** over time. A widening gap between the two lines means more people are submitting more than once.

## Filters

* **Source:** where the submission was captured. **Native Script** is the Humblytics tracking script. Connected form tools, such as JotForm or Tally, appear here once they're set up in **Connect → Connectors**.
* **Pages:** narrow the table to a page group, such as **Blog**.

## Form table

Each row shows a page's **Submissions**, **Top Form**, and **Unique Submissions**.

**Click any row** to see that page's details:

* **Conversion:** unique submissions ÷ unique visitors to that page. This is your real form conversion rate.
* **Forms on this page:** each form with its submissions.
* **Traffic sources:** which channels brought the people who submitted.

## Why your form count doesn't match your CRM

Both numbers are usually right. They count different things:

* **Repeat submits:** one person submitting twice is two submissions but one CRM contact.
* **Test entries:** your own test submissions count here, but you probably delete them from your CRM.
* **Rejected entries:** a submit can fire even when your CRM rejects the entry, for example because of an invalid email or a spam filter.
* **Multi-step forms:** each step can count as a submit, while your CRM records only the finished lead.

Use **Unique Submissions** when you reconcile with your CRM. Use **Submissions** to compare trends, pages, and test variants.

{% hint style="info" %}
Not seeing your forms? Some form tools need a quick setup. See [Form submission tracking](/how-to-track-custom-form-submissions.md).
{% endhint %}