Analytics & submissions

Formtoro gives you two complementary views of your results: Analytics for the big picture, and Submissions for the individual responses behind it.

The dashboard

Open Analytics for the big picture. First, pick a period — Today, Last 7, 14, 30 (the default), or 90 days, or a Custom range. Every number on the page respects that period. Use Refresh to pull the latest data.

The headline numbers

Four numbers sit at the top:

Form views — how many times your forms were shown to shoppers (impressions). The little sparkline traces views day by day over the period.
Submissions — how many times a form was submitted (this includes people who submitted a step but didn't finish).
Completions — how many forms were fully completed (reached the last step and submitted).
Conversion rate — completions ÷ views, as a percentage. It's labeled "views → completions" so you know exactly what it divides.

Submissions vs. completions: a multi-step form can be "submitted" at an early step but only "completed" at the end. A big gap between the two means people are dropping off partway — a cue to shorten the form or reorder steps.

Reading the insights grid

Below the headline, a grid places your Formtoro numbers next to store-wide Shopify numbers. Three words unlock the whole grid:

Attributed (also shown as "subscriber") — orders and revenue Formtoro can tie back to a shopper who engaged with one of your forms. This is your form-driven impact.
Store-wide — totals for your entire Shopify store (all orders, all revenue), pulled from Shopify. These lag by a few hours.
New vs. returning — first-time visitors/customers vs. repeat ones.

The grid is organized into sections:

Visitors — Total (store-wide when available, otherwise form visitors), New, Returning, and Subscribers (visitors who submitted and subscribed).
Revenue — Total (store-wide net sales), Formtoro attributed revenue (from form-driven orders), and First-time / Returning customer revenue.
Forms — Forms seen (impressions), Subscriptions (submissions that captured an email/subscription), Subscription % (of views), and Sub → conversion (share of subscribers who went on to order).
Orders — Total orders (store-wide), AOV (average order value), and Conversion rate (attributed orders ÷ form visitors).
First orders — first-time customers: Total first-time orders, AOV, and First-time conversion rate.
Subscriber orders — your form-attributed orders: Orders, AOV, and Subscriber value (total attributed revenue).
Non-subscriber orders — store orders Formtoro did not attribute (store total minus attributed): Orders, AOV, Value.
Returning customer orders — repeat customers: Orders, AOV, and Returning conversion rate.

Why is a number showing "—"? A dash means that figure's data source is temporarily unavailable (store-wide figures come from Shopify and update on a delay). Your Formtoro figures still show. If the whole dashboard is empty, it just needs traffic — numbers appear once forms start being seen.

Responses — what each answer tells you

The Responses tab turns answers into insight. It shows one card per choice question (the same question merges across forms), with each answer's:

Count and share — how many picked it, and what percent of respondents that is, with a proportional bar. (For multi-select questions, shares can add up to more than 100% because one person can choose several.)
Per-answer revenue — for answers that led to orders, you'll see "$1,234.56 · 45% conversion": the revenue attributed to people who gave that answer, and the share of them who ordered. Answers that haven't driven a purchase yet read "No orders yet" rather than a misleading $0.

This is where you learn which answers signal a buyer — e.g. if "shopping for a gift" converts far better than "just browsing," you know which segment to court.

Submissions

The Submissions inbox lists every response across your forms. Each row shows the contact (email or phone, or Anonymous submission), the form, when it was submitted, its completion status (Completed or In progress), and its delivery status (whether it synced to your integrations).

Filter the inbox by:

Date — any time, last hour, last 24 hours, last 7 or 30 days, or a custom range.
Status — all submissions, Completed, or Incomplete.
Search — by email or phone.

Open a submission to see every answer in plain language (not raw data), its timestamps, and its integration delivery status. In progress rows are people who started but didn't finish — useful for spotting where forms lose people (pair this with the funnel metrics above).

The inbox is read-only today — it's for reading and triaging responses. Bulk actions like export and archiving are on the roadmap. Your synced integrations (e.g. Klaviyo) are where responses flow onward.

Your monthly submission usage against your plan's quota is shown in Settings → Plan & usage.

Next steps

Experiments — turn insights into a controlled A/B test.
Integrations — send submissions to Klaviyo automatically.