I struggle with Form reporting as they aren’t an object and very little of the form data is passed onto the contact record and so we aren’t able to use something as simple as Show me all the form submissions for the forms that have this Hidden field on it. We want to isolate the forms from our website vs other forms we use at events etc. on all the forms on our Website that require sales action, we added a hidden field on it and also we have a workflow that stamps the date of those particular form submissions on the contact records so that we can monitor time to action. (how long it takes for a rep to reply to a form submission withlogged sales activity). It seems like a huge gap that we don’t seem to be able to easily report on how many forms were submitted from our website, how many of those contacts were new vs existing along with the Original source of the form submission (not the contact as if the submitter is NOT new but clicked on an ad, the orignal source of the contact will be whaterver the original source was at the time they became a contact - I’m wanting to know OF the form submission - was it from an ad that brought them to site or just organic search and converted on site etc.) Given how robust HUbspot is, why is this not figured out yet?
Hello @JdeRocquigny!
I hear your frustration regarding form reporting - it can certainly feel like a challenge when you are trying to bridge the gap between form data and contact records to measure sales speed and source attribution.
While forms are not a standalone CRM object, there are actionable ways to isolate your website forms and report on the submission sources you care about.
Because you’re looking at data across forms and contact sources, the custom report builder is the best fit.
You can choose Form submissions as your primary data source and then add Contacts as an additional data source to bring in contact‑level properties.
Since you’ve already added a hidden field to your website forms for sales action, you can use the contact property that field maps to as a filter in your reports to specifically isolate “Website” submissions from event or offline forms.
To understand whether a contact came from an ad or organic search around the time of a submission (beyond their original first‑touch source), you can use the Latest source properties. Unlike Original source, these update with new interactions so you can see the most recent channel driving that conversion.
Since you’re already stamping a date on the contact via workflow, you can then create a contact‑level calculation property (time between two dates) to measure the time between that date stamp and the Last sales activity date (both must live on the same object).
HubSpot Knowledge Base: Create custom reports
HubSpot Academy: Understanding Conversion Attribution
I’m also going to tag a few of our community experts, @franksteiner79 and @danmoyle, who have extensive experience with complex reporting structures and may have additional workarounds for your specific setup. Let us know if y’all have any other suggestions on how to best accomplish these goals!
Hi @JdeRocquigny,
This is exactly what the new form submission data source in the custom report builder is addressing: HubSpot Login and Sign in
It lets you access the value of hidden fields, filter by source, visitor type, utm etc.
Build Custom Reports on Form Submissions
What is it?
We are excited to announce the Public beta for supporting form submissions as a data source in the Custom Report Builder.
Why does it matter?
You can now build a variety of reports based on form submissions to understand how your forms are performing, slice and dice form submissions data and much more.
How does it work?
- Under custom report builder, select “Forms”, “Form Submissions” and “Form Analytics” as the data sources. Also select other required data sources such as Contacts, Companies etc.
- Using the various data sources selected, pull the required fields.
- Apply the necessary filters
- Choose the appropriate chart types for your report.
- Break down the selected data as required.
- Now, you should see the report populated
- You can also add the reports your dashboards.
Below are some of the reports that you can build:
Form submissions count over time
- X-axis : Submitted on
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
Form submissions count for a form over time
- X-axis : Submitted on
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
- Filter by: Name(Form Name)
Form submissions count grouped by forms over time
- X-axis : Submitted on
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
- Break down by : Name (Form name)
Form submissions count for a form by page over time
- X-axis : Page title
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
- Break down by : Page title
- Filter by : Name(Form name)
Form submissions count by source
- X-axis : Visit Source
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
- Break down by : Visit Source
Form submissions count with specific submission value for a property
- X-axis : Property of choice (Example: Favorite Coffee)
- Y-axis : Count of form submissions
- Break down by : Property of choice (Example: Favorite Coffee)
- Data Sources to Select:Form Submissions(Primary), Contacts
- Properties to select:
Form submissions count by new contacts vs existing contacts across forms
- X-axis : Name (Form Name)
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
- Break down by : Visitor Type
Count of Contacts created by form
- X-axis : Name (Form Name)
- Y-axis : Count of Contacts
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
Submissions from contacts with specific life cycle stage
- X-axis : Lifecycle stage
- Y-axis : Distinct Count of Email
- Data Sources to Select: Form Submissions(Primary), Forms
- Properties to select:
- Breakdown by : Lifecycle stage
Conversion rate for forms over time
- X-axis : Occurred Date
- Y-axis : Form Conversion Rate
- Data Sources to Select: Form Analytics(Primary), Forms
- Properties to select:
Form submissions Count by Brand
- X-axis : Brands (from Contacts data source)
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions, Forms
- Properties to select:
Form submissions Count by Campaign
- X-axis : Marketing Campaign (from Forms data source)
- Y-axis : Count of form submissions
- Data Sources to Select: Form Submissions, Forms
- Properties to select:
- Break down by: Submitted on (from Form Submissions data source)
Who gets it?
Content Pro, Content Enterprise, Marketing Pro, Marketing Enterprise, Ops Pro, Ops Enterprise, Sales Pro, Sales Enterprise, Service Pro, Service Enterprise
Best regards
No notes to add with this from @karstenkoehler. @JdeRocquigny if you still have feedback for HubSpot on this, I’d definitely look for a similar request in Product Ideas here, and if there isn’t one, add yours with your use case & as many details as you’re comfortable sharing. HubSpot product folks pay attention to them!