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Understanding the Form Report

Here's an explanation of each metric used in the form report:

Session #

  • A visit to the page URL you specified when creating the form.
Session #

Session #

Conversion rate

  • The conversion rate is calculated in the following manner:
    (successful form submits / sessions) * 100
Conversion rate

Conversion rate

Interaction #

  • An interaction is counted when a visitor clicks, taps or tabs to a field.
  • The value can only be 1 per field per session - Multiple clicks, taps or tabs are still counted as 1 interaction if its the same session.
Interaction #

Interaction #

Average Interaction Time

  • We track the average time in milliseconds between the first click, tap or tab on a field – and – click, tap or tab away from the field (.focus() and .blur());
  • If a visitor returns (click, tap or tab) to a previously used field the average time continues to be counted from the previous value;

In the Hotjar admin, the value shown is the average time of all the visits to the page;

Average Interaction Time

Average Interaction Time

Refill #

  • A refill count is incremented every time a visitor re-clicks, taps or tabs to a field and changes existing content (.focus(), .keypress()).
  • Value can be more than 1 per session - Multiple re-clicks, taps or tabs to a field and changes to existing content keeps on incrementing the refill value. So for example: 1 Interaction can have 4 refills on the same fields.

In the Hotjar admin, the refill % value is calculated by expressing the total refills as a % of total interactions. ((refill / interaction) * 100)

Refill #

Refill #

Left blank #

  • A blank field count is incremented only when a field is left empty (even though there can be an interaction e.g. only click) when the visitor submits the form.
  • Value can be more than 1 per session - Multiple form submits of a blank field are all counted - even if done by the same visitor.

In the Hotjar admin, the % is calculated as the total number of times a visitor submits a blank field as a percentage of the total # of submits (successful + failed). ((blank / total_form_submits) * 100)

Left blank #

Left blank #

Dropoff #

  • A “fill in” occurs when a visitor enters at least one value (any value) into a given field (unique to the session).
  • A dropoff occurs at the first field (in the fields sequence) that the visitor did not “fill in” after the last “fill in” – before abandoning the page (session ends). So, if one of the fields was skipped, the dropoff occurs at the very last field that was not filled in, not the field that was skipped.
  • If a visitor does not “fill in” any field in the form the drop off is shown on the first ‘page’ step.
  • If the user successfully submits the form a dropoff is not calculated.
  • If all fields have been filled in, but the form is not submitted (successfully or not), a dropoff is calculated on the last field in the sequence (just before the submit).

In the Hotjar admin, the % is calculated as the total number of times a visitor drops offs as a percentage of the total # of sessions ((dropoff / sessions) * 100).

Dropoff #

Dropoff #

Successful submit #

  • A ‘successful’ submit occurs when the page where the form is shown returns a message that the form was successfully submitted.
  • Tracking: A submit() event happens on the form, the page changes to a different URL and the form is no longer present, manual tracking: hj('formSubmitSuccessful')
Successful submit #

Successful submit #

Failed submit #

  • A ‘failed’ submit occurs when the page where the form is shown returns a message that the form failed to submit.
  • Tracking: A submit() event happens on the form, the page stays the same or reloads with the form, manual tracking: hj('formSubmitFailed')

In the Hotjar admin, the % is calculated as the total number of failed form submits as a percentage of total form submits (successful + failed). ((failed submits / total_form_submits) * 100)

Failed submit #

Failed submit #

Understanding the Form Report