Insights, drop-off and cross-tabs

What the Insights tab is for

The Summary tells you what people answered. Insights tells you what happened around the answers: where people gave up, how long it took, and where they came from. It is a plan feature. On a plan without it, the tab explains what it would show and how to get it.

Insights respects the same filters as the other views. Choose a date range or a form version first if you want to look at one campaign or one edit.

Where people drop off

The first panel, Where people drop off, opens with a sentence written for you, such as "The biggest drop-off is on page 2: 14 of 60 people (23.3%) who reached it stopped there." It needs at least 5 people who started before it says anything.

Under the sentence is a funnel: Started, then Reached page 1, Reached page 2 and so on, ending at Submitted, with the number who left at each step. A one-page form shows a single step.

A table lists every question with the page it is on, how many people Reached it, how many Answered and how many Left blank. A required question shows an asterisk. A question that many people reach and few answer is the one to reword, make optional or move.

"Reached" means the response got at least as far as that page. Formwork works it out from the page the respondent was on when their draft was last saved, their answers and the page events sent by the form. A submitted response counts as having reached every page.

This panel counts partial responses even when the rest of the page shows only completed ones, because partial responses are exactly the people who dropped off.

Time to complete

A histogram shows how long finished responses took, so you can compare the typical time with what you promised on the welcome screen. The Summary tab reports the median and the average.

Devices, referrers and UTM sources

• Devices splits responses into desktop, mobile and tablet, then by browser and by operating system. These come from the browser's user-agent text when the response starts.
• Referrers lists the sites that sent visitors, by host name only.
• UTM sources breaks down utm_source, utm_medium and utm_campaign from the link.

These figures come from coarse device details and link parameters, not from IP addresses. See What we store about respondents.

Hidden fields

If the form has hidden fields, this panel shows the values that came in through the link, counted by value. A field that was never set says "Never set."

Cross-tab

Cross-tab shows how the answers to one question split by another, for instance satisfaction by customer type. Choose the two questions from the menus. Cross-tabs work between choice questions (multiple choice, checkboxes, dropdown and yes or no), and each side is capped at 25 values.

Average score by answer

For quizzes, Average score by answer shows the mean score, as a percentage of the maximum, for people who picked each option. It helps find a wrong answer that many high scorers chose, which usually points to an ambiguous question.

Reading the numbers with care

Small samples move a lot. A drop-off of 50% on a page that six people reached is not a finding. Visitors are identified only by an anonymous id that changes every day, so someone who returns on another day counts as a new visitor. Views and starts are recorded at most once per visitor every 30 minutes, by a script on the page, so visits where scripts did not run are missing.

Insights use the current published version of the form to place questions on pages. If you reorganised pages between versions, the funnel shows the current layout.