Conversions

The Conversions dashboard tracks the actions that matter most — goal completions, form submissions, and multi-step funnels. See what’s converting, what’s not, and where visitors drop off.

Conversions Overview

Summary Cards

Card	What It Shows
Goal Completions	Total goals achieved in the period with trend
Conversion Rate	Overall conversion rate with trend
Form Submissions	Total form submissions with trend
Top Form	Form with the highest conversion rate

Goals Table

A table tracking each conversion goal:

Column	What It Shows
Goal	Goal name with a type icon (form, meeting, signup, purchase)
Completions	Total completions
Unique Completions	Distinct users who completed the goal
Conversion Rate	Completion rate with a color-coded progress bar
Value	Revenue value attributed to this goal (if configured)

Forms Table

A table showing performance across all tracked forms:

Column	What It Shows
Form	Form name
Form ID	Technical identifier
Viewers	Visitors who saw the form (if form analysis is enabled)
Submissions	Total form submissions
Unique Submitters	Distinct users who submitted
Conversion Rate	Viewer-to-submission rate (with color-coded progress bar)
Last Submission	When the most recent submission occurred

Conversion rate progress bars are color-coded:

• Green — above 10%
• Blue — 5–10%
• Yellow — below 5%

Goals

The full Goals view provides the complete goals table without row limits, plus summary metrics:

• Total completions across all goals
• Total attributed value (if goals have revenue tracking)

Goal types are identified by icon:

Type	What It Tracks
Form	Form submission goals
Meeting	Meeting or demo bookings
Signup	Account creation or registration
Purchase	Purchase or checkout completions

Funnels

Funnels let you visualize a multi-step conversion path and see where visitors drop off.

Default Funnel

The default funnel tracks a standard marketing conversion path:

Step	What It Measures
Site Visitors	All visitors entering the funnel
Viewed Form	Visitors who saw a form (form impression)
Submitted Form	Visitors who submitted the form
Booked Meeting	Visitors who booked a meeting

Funnel Metrics

Each step in the funnel shows:

Metric	What It Means
Users	Number of visitors at this step
Share of Total	Percentage of the first step’s users who reached this step
Conversion Rate	Percentage of the previous step’s users who reached this step
Dropoff Rate	Percentage lost between this step and the previous step

Reading the Funnel

The biggest drops indicate your highest-leverage optimization opportunities:

• Big drop at “Viewed Form” — visitors aren’t finding or seeing your forms. Check page layout and CTA placement.
• Big drop at “Submitted Form” — visitors see the form but don’t complete it. Simplify the form or improve the value proposition.
• Big drop at “Booked Meeting” — form submitters aren’t booking. Review your follow-up timing and meeting scheduling flow.

Forms

The full Forms view provides detailed performance data for every tracked form on your site.

Form Analysis

When form analysis is enabled, additional metrics become available:

• Viewers — how many visitors saw the form on the page
• Conversion rate — the percentage of viewers who submitted

This helps you distinguish between forms that aren’t seen (traffic problem) and forms that are seen but not submitted (conversion problem).

Performance Indicators

Forms are flagged with performance badges when their conversion rate exceeds 15%, helping you quickly identify your highest-performing forms.

Tip

Start with the Funnel view to find your biggest conversion bottleneck. Then use the Forms table to identify which specific forms underperform. A form with many viewers but few submissions is a higher-leverage optimization target than one that simply gets less traffic.

Next Steps

• Behavior → — Understand page-level performance
• Marketing Intelligence → — Connect conversions to pipeline
• Overview → — Return to the traffic summary