> ## Documentation Index
> Fetch the complete documentation index at: https://help.retainful.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Form analytics

> Measure views, submissions, and conversion rate for every signup form.

Open any form and switch to its **Analytics** view to see how it's performing.

## The metrics

| Metric              | What it means                                |
| ------------------- | -------------------------------------------- |
| **Views**           | How many times the form was displayed.       |
| **Submissions**     | How many visitors signed up.                 |
| **Conversion rate** | Submissions ÷ views. The number to optimize. |

A well-targeted popup with an incentive typically converts **3–8%** of views. Embedded forms convert less per view but show constantly, so judge them by total submissions.

## Who signed up

The analytics view lists the contacts captured by this form, so you can verify data is landing where you expect — each contact's profile also records the form as their source in the [activity timeline](/audience/contacts).

## Improving conversion

<AccordionGroup>
  <Accordion title="Lots of views, few submissions">
    The offer or the ask is the problem. Lead the heading with the value ("Get 10% off") rather than the mechanism ("Subscribe"), cut every field you don't truly need, and consider adding a discount if there isn't one.
  </Accordion>

  <Accordion title="Very few views">
    A targeting issue, not a design issue. Check the [display rules](/forms/display-rules) — a 60-second delay or 80% scroll trigger means most visitors never see it. On Shopify, also confirm the [theme app extension](/integrations/shopify#theme-app-extension) is enabled.
  </Accordion>

  <Accordion title="Good signups, poor quality">
    If signups never engage with your emails, enable [double opt-in](/audience/contacts#single-vs-double-opt-in) — you'll get fewer but real subscribers — and make the welcome email arrive instantly via a list-triggered automation.
  </Accordion>
</AccordionGroup>

<Tip>
  The biggest lever is usually the incentive. "10% off your first order" against "join our newsletter" is rarely a close contest — test it for a week and compare conversion rates.
</Tip>