Analyze Form Submission Reports in Hubspot

Understanding how to analyze form submission reports in Hubspot is essential if you want to measure lead generation, optimize conversion paths, and improve your marketing performance. This guide walks you step by step through accessing, reading, and customizing Hubspot form reports so you can turn raw submission data into actionable insights.

Why Hubspot form submission analysis matters

Every form on your website captures valuable information about your visitors and leads. By analyzing this data in Hubspot, you can identify which forms and pages drive the most conversions and where there is room for improvement.

With the right reporting setup, you can:

Track total and new contacts generated from forms
Measure submission trends over specific time ranges
Compare performance across different forms and pages
Spot issues with traffic, conversion, or user experience

Hubspot provides built-in reporting and simple filters that make this analysis straightforward, even for non-technical users.

How to access form submission reports in Hubspot

You can access form submission reports directly from the forms tool within your account. Follow these steps to get started:

In your Hubspot account, navigate to the main navigation bar.
Go to Marketing > Forms (or the equivalent location in your product tier).
Locate the form you want to analyze in the listing table.
Click the form name to open its performance details.

Once you open a specific form, you will see detailed analytics panels that summarize key metrics and trends over time.

Key Hubspot form metrics to track

The forms tool provides several important metrics that help you understand performance at a glance. In a typical Hubspot form report, you will see:

Views – how many times the form-loaded page or pop-up was viewed.
Submissions – the total number of successful form submissions.
Submission rate – the percentage of views that turned into submissions.
New contacts – number of first-time contacts created from the form.
Contact conversion rate – how often a view resulted in a new contact.

Monitoring each of these metrics in Hubspot helps you understand whether problems stem from traffic volume, form layout, offer quality, or targeting.

Using Hubspot time range filters for form performance

Time range selection is a crucial part of accurate analysis. Hubspot lets you filter form performance by specific date ranges so you can view trends and compare campaigns.

Typical time range options include:

Today, yesterday, or last 7 days
This month or last month
Last 30, 60, or 90 days
Custom date ranges for campaigns or experiments

To change the time range in a Hubspot form report:

Open the chosen form’s performance page.
Locate the time range dropdown at the top of the performance view.
Select a preset range or choose a custom start and end date.

Adjusting the range allows you to examine short-term campaign spikes or long-term performance patterns.

Reading the Hubspot form performance overview

The performance overview section offers a high-level snapshot of how your form is performing over the selected date range. Hubspot typically visualizes this data using charts and numeric summaries so you can quickly identify trends.

Hubspot totals and conversion rates

In the top portion of the performance report, you will see totals and conversion rates such as:

Total views during the time range
Total submissions generated
Overall submission rate
New contacts created

If views are high but submission rate is low, that suggests the offer, form length, or placement needs optimization. If both views and submissions are low, you may need to adjust traffic sources or page promotion.

Submission trends over time in Hubspot

Below the summary, Hubspot usually includes a line chart or similar visualization that shows submissions, views, and conversion rate over time. Use this to:

Spot peaks around specific campaigns or promotions
Identify dips related to technical problems or design changes
Compare daily, weekly, or monthly performance patterns

Hover over points in the chart to see exact values for each date and better understand what is driving the changes.

Analyzing form submissions by source and page in Hubspot

Beyond raw totals, it is important to know where submissions are coming from. Hubspot form reports can show data grouped by page and other sources.

Submissions by page

If your form is embedded on multiple pages, Hubspot will typically break down views and submissions by each page URL. This lets you compare:

Which pages bring the most views
Which pages have the highest submission rates
Which placements are underperforming

Use this insight to move or duplicate high-performing placements, and to test new positions for pages with low engagement.

Submissions by contact type or lifecycle

Depending on your subscription and configuration, Hubspot reports may also provide insights into contact status or lifecycle stage. Reviewing this helps you see whether a form is better at capturing net-new leads, nurturing existing contacts, or progressing opportunities through the funnel.

Exporting and sharing Hubspot form submission data

You may need to share performance data with other stakeholders or analyze it further in spreadsheets or business intelligence tools. Hubspot typically offers export options from the forms tool.

To export form submission data:

Open the form performance view in your Hubspot account.
Look for an Export or similar button near the top right of the report.
Select the desired file format (for example, CSV or XLSX).
Apply any necessary filters, then confirm to generate the export file.

Once exported, you can sort, pivot, or combine Hubspot data with other marketing metrics to build custom dashboards or executive reports.

Best practices to improve form performance in Hubspot

Analyzing the numbers is only useful if it leads to optimization. Use the insights from your Hubspot reports to drive continuous improvement.

Shorten long forms – if submission rate is low, test fewer fields.
Clarify your offer – ensure the value of submitting the form is clear on the page.
Optimize placement – compare different page locations using the submissions by page breakdown.
Test different formats – consider pop-up forms, slide-ins, or embedded forms, and monitor performance differences in Hubspot.
Review mobile experience – check whether low mobile submission rates indicate layout issues.

Make one change at a time, then measure its impact using the same reporting views in your account.

Where to learn more about Hubspot form reports

For more technical detail and up-to-date interface screenshots, review the official documentation for analyzing form submission reports in your account: official Hubspot form submission report documentation. This external resource provides additional specifics that may vary depending on your subscription level and tool updates.

If you need strategic support with configuration, reporting, or broader marketing operations, you can also consult specialists who work extensively with this platform. For example, Consultevo offers services that can help you align your reporting, automation, and analytics around your business goals.

Next steps for mastering Hubspot form analytics

Once you are comfortable with the basic form submission reports, consider building custom dashboards in your Hubspot reporting tools. Combine form metrics with email engagement, deal data, and website analytics to get a unified view of your funnel.

Start by choosing one high-impact form, review its performance weekly, and document the changes you make. Over time, this disciplined approach will help you understand how small adjustments influence your overall lead generation and revenue outcomes.

By consistently using the reporting features available in your Hubspot account, you will be able to refine your forms, improve user experience, and capture more qualified leads from every visit.

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Hupspot form submissions guide