> 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

Humblytics provides detailed insights into the performance of your forms. This guide will help you understand how to access and interpret your form data to optimize user engagement and increase conversion rates.

**Accessing Form Insights**

1. **Navigate to the Forms Tab**
   * Click on **Analytics** in the sidebar, then select the **Forms** tab from the tab bar at the top of the page.
2. **Review the Summary Metrics**
   * The summary cards at the top give you a quick snapshot of form activity for the selected date range.

**Summary Metrics**

The Forms tab displays five summary cards at the top of the page:

* **Submissions** — The total number of form submissions recorded across all tracked pages.
* **Sessions** — The total number of sessions during which form submissions occurred.
* **Conv Rate** — The form conversion rate, calculated as submissions divided by sessions.
* **Top Form** — The form that received the most submissions during the selected period.
* **Pages** — The number of distinct pages where form submissions were recorded.

**Total vs Unique Submissions**

The **Submissions** number is a count of every `formSubmission` event fired, not a count of unique people. If one visitor submits the same form twice, that counts as two submissions. This is intentional: the dashboard measures form activity, the same way clicks measure click activity.

If you need deduplicated counts, the External Analytics API exposes a `unique_submissions` metric that counts distinct sessions that submitted a form. See the [External Analytics API](/external-analytics-api.md) reference.

**Why does my form count differ from my CRM?**

This is the most common question about forms data, so here's a worked example. Say your dashboard shows 120 submissions this month but your CRM shows 98 new contacts. Both numbers are usually correct. They're counting different things:

* **Duplicate submissions**: one person submitting twice fires two events but creates one CRM contact.
* **Test submissions**: your own test fills count as events, but you probably delete them from the CRM.
* **CRM deduplication**: most CRMs merge repeat submissions by email address into a single contact.
* **Validation failures**: some form setups fire the submit event even when the CRM rejects the entry (invalid email, spam filter).
* **Multi-step forms**: depending on setup, each step's submit can fire an event while the CRM only records the completed lead.

{% hint style="info" %}
Use the dashboard Submissions number to track trends and compare pages or A/B variants. Use the API's `unique_submissions` metric when you need to reconcile against CRM contact counts.
{% endhint %}

**Submissions Over Time**

Below the summary metrics, an area chart plots **Submissions vs Sessions** over time for the selected date range. This helps you identify trends in form engagement and correlate submission activity with overall traffic.

**Source Filters**

Filter form data by submission source using the pill-style filter bar. Available source options include:

* **All Sources** — View submissions from every integration.
* **Native Script** — Submissions captured by the Humblytics tracking script.
* **JotForm** — Submissions from JotForm-embedded forms.
* **Typeform** — Submissions from Typeform-embedded forms.
* **Tally** — Submissions from Tally-embedded forms.
* **Webflow** — Submissions from Webflow native forms.

**Page Group Filters**

You can further filter form data by page group using a second set of pill-style filters. Available groups include All, Root, Landing-Pages, Post, and others specific to your site structure.

**Form Submissions Table**

The main data table lists each page with form activity. Columns include:

* **Page Name** — The page where submissions were recorded, with a page group tag displayed alongside.
* **Submissions** — The total number of form submissions on that page.
* **Top Form** — The name of the form that received the most submissions on that page.

**Expandable Row Details**

Click on any row in the table to expand it and view individual form names and their submission counts. This lets you drill down from the page level to see exactly which forms are driving engagement on each page.

By analyzing these metrics, you can identify potential improvements in form design and optimize them to increase submission rates. Regularly reviewing your form data will help you understand user behavior and make data-driven decisions to enhance user engagement.