How to Analyze Form Submissions in HubSpot

Understanding how to analyze form submissions in HubSpot helps you measure performance, qualify leads, and optimize conversion paths across your website.

This guide walks you through every way to review form data using the forms tool, from basic submission counts to detailed contact timelines.

Accessing Form Analytics in HubSpot

To start working with form analytics in HubSpot, you need access to the forms tool within your account.

Open the forms tool in HubSpot

1. In your HubSpot account, navigate to Marketing > Lead Capture > Forms.
2. Locate the form you want to analyze in the table of existing forms.
3. Click the name of the form to open its performance and submissions data.

The form details page is the central place in HubSpot where you can review submission metrics, export data, and access individual contact records generated by that form.

Key Form Performance Metrics in HubSpot

On the form details screen, HubSpot displays top-level performance metrics that summarize how your form is performing over time.

• Views: how many times the page containing the form was loaded.
• Submissions: how many times visitors successfully submitted the form.
• Submission rate: the percentage of views that resulted in a submission.
• Contacts: the number of new contacts created by that form (if applicable).

You can adjust the date range at the top of the page to analyze how these metrics change over specific periods, such as this week, this month, or a custom time window.

Filter metrics by date range in HubSpot

1. Click the date range selector on the form details page.
2. Choose a preset range or define a custom range.
3. Apply the selection to update the graphs and totals.

Using consistent ranges in HubSpot lets you compare form performance across campaigns or reporting periods.

Reviewing the Submissions Table in HubSpot

Below the overview metrics, HubSpot shows a detailed table of individual form submissions. This table is essential when you want to inspect each lead or export the data for further analysis.

Understand the submissions table columns

The submissions table typically includes:

• Contact name or email: the contact associated with the submission.
• Submission time: when the form was submitted.
• Form fields: values entered in the visible and hidden fields on the form.
• Page URL: where the form was submitted, if embedded on multiple pages.

You can sort the table by column, making it easier to prioritize more recent submissions or segment by specific field values.

Filter form submissions in HubSpot

1. At the top of the submissions table, click any available filter dropdown (such as date or field-based filters).
2. Select your criteria, for example a time frame, a particular page, or a field value.
3. Apply the filter to refine the list of submissions displayed.

Filtering lets you isolate a subset of submissions, such as those coming from a certain landing page or a particular campaign.

Viewing Individual Submission Details in HubSpot

When you need more context about a lead, you can open a specific submission directly from the table to see exactly what the contact submitted.

Open a single form submission

1. In the submissions table, click a row corresponding to the contact or email you want to review.
2. A side panel or detailed view appears showing all fields captured for that submission.
3. Scroll through the list of fields to verify values such as name, email, lifecycle stage, or any custom properties.

This detailed view is particularly helpful when troubleshooting issues such as missing information or incorrect values in HubSpot properties.

Navigate to the contact record in HubSpot

1. Within the submission details, click the contact name or email link.
2. HubSpot opens the full contact record, including timeline events.
3. Use the contact timeline to see how this form submission relates to previous page views, emails, and deals.

From the contact record, you can also update properties, enroll the contact in workflows, or associate the record with companies and deals.

Exporting Form Submissions from HubSpot

Sometimes you need to move form data out of HubSpot for reporting, offline analysis, or sharing with another team.

Export form submissions as a file

1. On the form details page, locate the Export or download option.
2. Select the desired file format, typically CSV or XLSX.
3. Choose your export options, such as:

• Entire date range or a specific period.
• All fields or selected form fields.
• All submissions or filtered submissions only.

4. Confirm the export and wait for the file to be generated or emailed to you.

The exported file can then be opened in spreadsheet tools or uploaded into business intelligence platforms for deeper reporting.

Best Practices for Using HubSpot Form Data

Once you understand how to analyze submissions in HubSpot, you can use the insights to refine your marketing strategy.

Optimize conversion rates

• Compare submission rate across similar forms to identify high-performing layouts.
• Test shorter forms versus longer, more detailed ones.
• Review the page URLs to see which landing pages drive the most submissions.

Qualify and segment leads

• Use key fields (such as job title, industry, or company size) to segment contacts.
• Create lists or views in HubSpot based on submitted values.
• Feed those lists into targeted email nurturing campaigns.

Improve data quality

• Identify frequently missing or inconsistent fields and adjust your forms.
• Add validation rules or drop-down options where free text leads to messy data.
• Monitor export files periodically to check for anomalies.

Additional Resources for HubSpot Form Analysis

You can find the original product documentation about analyzing form submissions on the official HubSpot Knowledge Base at this page on analyzing form submissions data. That resource provides product-specific screenshots and any recent interface updates.

For broader strategy on optimizing your use of HubSpot and other marketing tools, you can also explore consulting and implementation resources from partners such as Consultevo.

By regularly reviewing form performance, using filters, exporting key data, and connecting submissions to contact records, you turn routine HubSpot forms into a reliable engine for lead generation and ongoing optimization.

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