What is the difference between the Goal Conversion Rate and Form Conversion Rate?
The Goal Conversion Rate and Form Conversion Rate are calculated differently and measure different types of user activity. Goal Conversion Rate measures whether a condition was met during a visit, regardless of any form activity. Form Conversion Rate measures direct engagement with a specific form.
Goal Conversion Rate
- Based on visits.
- Includes tracking a range of different actions, such as pageviews, custom events, downloads, clicks, and form submissions.
- A goal triggered by a pageview (such as a confirmation page) counts any visit that reaches the page, even if the user never interacted with a form.
To view goal conversions, open Matomo > Goals > Overview:
Form Conversion Rate (Form Analytics premium feature)
- Calculated based on form interactions (viewed, started, or submitted forms).
- Only applies to users who interacted with a tracked form.
- Reflects engagement and form completion, so you can identify where visitors abandon the form completion and submission. For example, If 1 user starts filling a form and completes it, the Form Conversion Rate is 100%. If 3 users start but only 2 submit, the Form Conversion Rate drops to 66.7%.
To view form conversions, open Matomo > Forms > Overview:
The Goal Conversion Rate includes all visits where the goal condition is met, even if a form was not used. The Form Conversion Rate includes only visits where the form was interacted with.
For example, if many visitors reach the confirmation page without submitting the form, the Goal Conversion Rate may appear higher than the Form Conversion Rate.
Read more about Forms Analytics.