Forms Dashboard
The Forms dashboard tells you how often your forms are seen, how often they are submitted, and what brought each visitor to them. Look across every form at once to find your best and worst performers, or pick one form to see where it lives on your website and who fills it out.
Every number opens the contacts and events behind it, so the step from "this form converts poorly on that page" to "here is exactly who saw it and left" is one click.
Find it under Reporting › Dashboards › Forms & Pages › Forms, or Marketing Center › Forms › Forms Dashboard. You can also open a single form's dashboard from:
- The View Dashboard icon on a form's row in your forms list
- The Stats Dashboard button at the bottom of the Form Builder, once the form is published
- View Dashboard on a form's menu in the Finder
The Forms Dashboard for a Single Form:
All Forms or One Form
Use the dropdown at the upper left.
- All Forms (the default) reports on every form together and adds an Asset Breakdown table, one row per form.
- One form reports on that form alone. The pencil icon next to the dropdown opens the form in the Form Builder, and the folder icon shows the form in the Finder.
The dropdown lists forms built with the Form Builder. Classic forms are not in it.
Mark either view as a favorite with the heart icon.
Date Range
The date range at the upper right defaults to the last 30 days. Data starts on May 5, 2026, so the picker won't go earlier than that.
What Counts as an Impression and a Conversion
- Impression: the form was displayed to a visitor.
- Conversion: the visitor submitted the form. A Custom Event set to Counts as Conversion also counts when Paminga attributes it to the form's impression.
The Conversion Rate is conversions divided by impressions.
The Numbers at the Top
- Impressions
- Conversions
- Conversion Rate
- Unique Contacts: how many different known contacts are behind the activity.
Each card compares itself to the period of the same length immediately before your date range, so a 30-day view compares against the 30 days before it. Conversion Rate shows its change in percentage points.
Click Impressions, Conversions, or Unique Contacts to see the events and contacts behind them.
Asset Breakdown
With All Forms selected, the Asset Breakdown table lists each form with its Impressions, Conversions, CVR, Top Channel, and Top Source. It sorts by impressions, most first. Click a row to open that form's dashboard. Use the fullscreen button when you have a lot of forms to compare.
Over Time
- Performance by Date: impressions and conversions per period. The period follows the length of your date range: daily up to a month, weekly up to six months, monthly up to a year, and yearly beyond that. Switch between line, bar, and pie charts.
- Cumulative Performance: a running total of impressions and conversions. The line starts from everything recorded before your date range, so it shows the form's lifetime trajectory, not just this window.
Click a period in either chart to see that period's events.
Where Visitors Came From
- Top Marketing Channels: impressions and conversions by marketing channel.
- Top Marketing Sources: the top 10 marketing sources.
- UTM Campaign, UTM Source, and UTM Medium: the top 10 values of each UTM tag, as pie charts by default.
Each of these charts has a Sort By control (Impressions, Conversions, or CVR %) and switches between bar and pie. Click a bar or slice to see the events behind it.
Where the Form Lives
These two charts appear when you select a single form.
- Performance by Page: impressions and conversions by the web page the form was on. The drill-in has a button to open that page in a new tab.
- Embedded On: impressions and conversions by the landing page or CTA the form was embedded in. Direct / Standalone collects everything else. The drill-in for a landing page or CTA has buttons to edit it or open its own dashboard.
This is how you find out that the same form converts at 40% inside a CTA and 4% in your site footer.
Who Engaged
- Top Accounts: the accounts whose contacts saw and submitted the form.
- Top Contacts: the 10 contacts with the most activity. Click a contact to see every event for them, with a button to open their contact record.
The Events Behind Each Number
Every drill-in opens a full-screen list grouped by contact, with each contact's impressions and conversions. Expand a contact to see each event on its own row: the conversion, URL, channel, source, all five UTM tags, and date. With All Forms selected, a Form column names the form and links to its dashboard.
A Form Submission chip marks each submission. Click it to see the values the contact submitted.
Click a contact's name to open their contact record.
