A published Form is only as good as what you learn from it. The Forms Report is where you see how your Form activity was set up and how it's performing — and, crucially, where you turn those Profiles into Segments that feed the rest of your marketing.

With this data you can measure how effective your acquisition, retention, and campaign efforts have been, spot where visitors drop off, and act on what you find.

To view a Report, select a Form on the Forms & Pages activity page. In the bottom bar, go to Report.

The Overview shows the key details of the activity — Section, Template, Action used, and the Form URL. A quick reference for "how was this built?" — useful when you come back to a Form weeks or months later.

Take a look at your finished Form. Toggle between Desktop and Mobile to see how the Form looks on different devices.

Navigate the Report with the tabs on the left. These show how your Form performed: how many people opened, started, and submitted it.

A maximum of 25 Profiles will be shown on the list in each view. Double-click any Profile to jump straight into the Profile View.

Forms Reports only show Known Profiles (Profiles with an email address or phone number). To see all Profiles who interacted with your activity — including Unknown visitors — create a Segment from the View tab (see below).

Visitors who viewed or opened your Form (A maximum of 25 Profiles will be shown on the list in each view).

Visitors who started filling out the fields or interacted with your Form (A maximum of 25 Profiles will be shown on the list in each view).

Visitors who finished your Form but were rejected based on your Profile Check setting (see Form: Action) (A maximum of 25 Profiles will be shown on the list in each view).

Visitors who filled in and submitted your Form successfully (A maximum of 25 Profiles will be shown on the list in each view).

The Report shows up to 25 Profiles per tab. To see the full list, click Export on the top right. You can download the Profiles in a CSV or XLSX file.

Exporting is useful for offline analysis, for handing the list to sales, for reconciling with a CRM, or for keeping a record of a campaign's results. Just remember that the export is a snapshot — it doesn't update dynamically. For live audiences, use Segments.

For in-depth information about Form & Pages Events, see About Events.

Raw numbers are useful; ratios between them are actionable. Three key ratios:

Of everyone who opened the Form, how many started interacting with it?

Of everyone who started filling in, how many completed and submitted?

Submissions that were blocked by your Profile Check settings.

You can create Segments from the Forms Report of any of your activities. This is where a Form stops being a one-off collection tool and becomes a source of reusable audiences.

A Segment built from a Form submission list will update dynamically as new Profiles submit — so you don't need to re-create it. It becomes a living audience.

Acquisition Forms often get judged by "how many signed up?", but that's only the last number. Watch the View → Start → Submit ratios together:

A type of preference centre is often set up once and forgotten. Look at its Report quarterly. A steady stream of Submits tells you the link placement is working. A sudden drop might mean an email template changed and the footer link broke. Rising Rejects might mean existing Profiles can't find the right path — consider an Allow Profile overwriting check.

Running two versions of a campaign Form to test messaging? The Report lets you compare View → Submit conversion side by side. Combine with Hidden Values (campaign tag) so you can also see downstream behaviour by variant — opens, clicks, revenue.

Build a Segment of Profiles who have submitted multiple engagement Forms (preference updates, feedback surveys, event registrations) in the past 6 months. This Segment is a proxy for "highly engaged, responsive loyalists" — perfect for exclusive invites, early access, or sales follow-up.

The Forms Report tells you what happened at the Form — views, starts, submits. But the Form is almost never the actual goal. The goal is what happens after: an engaged subscriber, a nurtured lead, a returning customer, a loyal advocate.

To measure that, combine the Forms Report with Segment Trend. Here's the pattern:

A Form that produces 500 sign-ups and zero downstream engagement is a worse outcome than a Form with 200 sign-ups and a thriving audience. Use Segment Trend on your Form-submitters Segment to watch email open rate, click rate, and flow-completion rate over the weeks that follow. If the trend flatlines, the Form attracted the wrong audience — even if the submit count looked great.
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Build a Segment of Profiles who used the preference centre Form in the last 6 months. Track their unsubscribe rate, email engagement, and Subscription activity via Segment Trend. If engaged Profiles who updated preferences stay active longer than those who didn't, that's the business case for promoting the preference centre more aggressively.
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Running multiple campaign sign-up Forms across a season? Tag each with a Hidden Value (campaign:spring-launch, campaign:autumn-event, and so on), build a Segment per campaign, and compare their trends side-by-side in Segment Trend. The Form that produced the best-engaged audience three months later wins — not the one with the highest submit count on launch day.
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Build a Segment of Profiles tagged as VIPs via your loyalty sign-up Form. Track their purchase frequency, engagement, and retention through Segment Trend over 12 months. If the VIP Segment genuinely outperforms your general Audience, the Form is doing its qualifying job. If not, the qualifying criteria need tightening.
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The Forms Report answers "how did the Form perform?". Segment Trend answers "did the Form produce the outcome I actually wanted?". Both matter, but the second is where the real strategic value lives. A habit of moving from Report → Segment → Trend turns Forms from a tactical collection tool into a measurable driver of nurturing, retention, brand, and loyalty outcomes.