Form analytics software
Form analytics software to find form fields that cost you conversions
With standard analytics, you can’t tell where or why people abandoned your form. With Matomo Form Analytics, you can see field-level behaviour like hesitation, corrections, refocuses, and skipped fields. Use this information to find friction and increase completion rates with targeted improvements.
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Trusted by 1 million organisations worldwide
Three behavioural visualisations
See how users behave on your forms to identify areas for improvement and drop-off points.
Drop off fields
Use Drop Off Fields to see which field visitors interact with last before abandoning a form. Spot the fields creating friction and decide what to fix first.
Field timings and most corrected fields
With Field Timings and Most Corrected Fields, you can find the fields where users hesitate or repeatedly correct their answers. See how long users hesitate, how often they correct, and which fields are most likely to be involved.
Forms overview
Matomo’s Forms Overview lets you see how many users start, submit, and convert from your forms. Monitor completion performance and find out whether visitors are progressing or abandoning.
Four key capabilities
Use Form Analytics to identify where visitors struggle with your forms, then add context with features such as Session Recordings, Funnels and Segmentation when you want to investigate the wider journey.
- Diagnose field friction
Find the individual fields that require the most effort. Compare hesitation time, refocuses, and corrections. Identify the interactions that are most worth investigating further. - Investigate form abandonment
When Form Analytics shows a high drop-off or a problematic field, you can use Session Recordings and form and conversion segments to investigate individual journeys. Replay clicks, scrolls, interactions, and page changes to see if instructions are unclear. - Track multi-page forms and checkout journeys
Matomo can track multi-page forms as a single form, with Funnels showing how visitors progress through defined steps, such as registration or checkout. With Form Analytics, you can investigate friction within individual fields and use funnel reports to contextualise friction in the wider journey. - Segment form performance by device, source, or visitor segment
A form that performs well overall might still be causing friction for certain audiences. Matomo’s segmentation feature allows you to compare behaviour in Form Analytics reports by device, new and returning visitors, campaigns, referrers and other visitor groups. See how widespread the friction is before you make changes that could affect all users.
Turn more form starters into completions
Long, complicated forms can quietly drain your business of potential customers at crucial stages like checkout, registration, or sign-up. By tracking the exact moments visitors drop off, struggle with validation errors, or spend too much time on unnecessary fields, Matomo’s 100% unsampled data takes the guesswork out of user experience.
- Recover lost leads
Forms that are too long, complicated, or poorly optimised can cost conversions. Form Analytics can identify where visitors drop off, which fields they frequently correct, which fields take too long to complete, and which fields may be unnecessary. See how Concrete CMS got 3x more leads within a couple of days. - Increase checkout completion
There’s a difference between a form submit and a form conversion, especially if users fix validation errors before completing the form. Compare form viewers, starters, submitters, re-submitters and conversion rates to see where conversion breaks down. Use these to identify unnecessary effort in checkout, registration, or sign-up forms, then target the fields or stages causing the obstruction to improve conversion. - Prioritise UX improvement with data, not guesswork
High-drop-off, most-corrected, and unneeded-field reports give UX teams clear signs of areas for improvement. The Drop Off Fields report shows you the last field a visitor focused on or interacted with before abandoning the form. Repeated behaviours may indicate that improvements can be made or further investigation is required. Use Matomo’s Page URL report to see how forms perform differently across different pages before making changes across several URLs. - Justify decisions to stakeholders
Use Form Analytics to compare submissions, conversions and other form metrics before and after changes. Because Matomo reports on the full tracked dataset rather than sampled data, you can give marketing, UX, product and leadership stronger evidence for which changes are working and where further optimisation is needed. - Optimise forms while keeping control of your data
With Matomo, you have control over your analytics data. Matomo Cloud stores analytics data in EU-based servers in Frankfurt, Germany, while On-Premise lets you choose the infrastructure and data location yourself. Either way, you can improve conversion-critical forms while keeping ownership of the underlying data.
Your Form Analytics. Your data.
Forms often sit at sensitive points in the customer journey, from account creation to enquiries and payments. So even when the contents of form fields aren’t recorded, organisations still need confidence in how the surrounding analytics data is stored and used.
Matomo Cloud stores data on EU-based cloud servers in Frankfurt, Germany, without recording the text visitors enter into form fields. Analytics data isn’t shared with advertising ecosystems, combined with other customers’ data, or even reused for Matomo’s own commercial purposes.With On-Premise, you can choose hosting, retention, and deletion settings.
Collecting form analytics data isn’t automatically GDPR-compliant. Whether consent is required depends on your configuration, jurisdiction and applicable privacy rules. Matomo supports privacy-conscious setups, including consent-based tracking and, where local law allows and the necessary conditions are met, certain consent-exempt analytics configurations.
If you use Session Recordings to investigate form friction, prior consent is required under ePrivacy rules. You can restrict recordings to specific target pages and configure them to activate only after consent has been given.
Get Form Analytics up and running in three straightforward steps. Start investigating where your forms lose conversions.
Connect your website to Matomo
Connect your website to Matomo using the tracking code or a supported CMS integration such as WordPress.
Find and configure your forms
Once Form Analytics is enabled, Matomo can automatically detect and track many standard forms, allowing you to manage and analyse them in the Matomo interface without changing your website code for each form. Choose which forms to analyse and define conversion criteria where needed, so Matomo knows what counts as a successful completion.
Find the biggest sources of friction
Open the individual form report to check Drop Off Fields, Field Timings, and Most Corrected Fields. Start with the field showing the clearest drop-off, hesitation, or correction problem. You can then make targeted changes and monitor subsequent performance.
Choose Matomo Cloud or On-Premise
Form Analytics is available with both Matomo Cloud and Matomo On-Premise. Choose the one that works for you.
Matomo Cloud
Included
- Managed by MatomoMatomo takes care of hosting, maintenance, automatic updates, security monitoring, and daily backups.
- EU data hostingMatomo Cloud analytics data is stored in Frankfurt, Germany.
- Faster startupCloud subscriptions include Form Analytics, and you can get started without maintaining your own servers.
- Subscription-basedCloud pricing scales with traffic. Hosting and feature access are included.
Matomo On-Premise
Paid add-on
- Self-hostedRun Matomo on your infrastructure. Choose where your analytics data is stored.
- Greater infrastructure controlYou manage hosting, maintenance, updates, and security yourself. On-Premise suits organisations that need tighter control over data location and infrastructure, including highly regulated sectors.
- Free open-source coreThe Matomo On-Premise core platform is free to download and use. Form Analytics is a premium feature available separately or as part of an eligible On-Premise bundle.
- Full data ownershipYour analytics data stays yours. Keep it on infrastructure you control while using the Form Analytics capabilities you need.
Complement Form Analytics with Matomo's related features
Combine Heatmap insights with Matomo’s features for diagnosing, testing, and improving performance.
Session Recordings
Replay individual site visits and investigate the behaviour behind form hesitations, corrections, and abandonment.
Heatmaps
Use Heatmaps to see how visitors click, move, and scroll around forms and surrounding content.
Funnel analysis
See where your visitors leave multi-step journeys, such as registration, sign-up, and checkout flows.
A/B testing
Matomo’s A/B testing lets you test alternative versions of forms, CTAs, layouts, and content. See which variations improve conversions.
What teams see with Matomo form analytics
Real wins from teams using form analytics that respect privacy.
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« We made specific adjustments based on Form Analytics, resulting in 3 times the leads in just a couple of days. »
Marketing Lead, Concrete CMS
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« With Matomo, we no longer have to choose between privacy and advanced analytics; we get both. »
Founder, 7Assets
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« By gathering useful data faster, we could make actionable changes to our marketing campaigns, resulting in higher revenue and better performance. »
Head of Marketing and co-Founder, Alloy
Learn more
Go deeper on the topic with our guides and resources.
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All-in-one analytics vs connected analytics stack: How to choose
The AI visibility gap: What happens before the website visit?
Frequently Asked Questions
What's form analytics?
Form analytics measure how visitors interact with forms and their fields. Matomo offers dedicated Form Analytics with reports, segments, and widgets. Form analytics can include useful metrics such as starter rate, hesitation time, time per field, and correction behaviour. Form analytics differ from page analytics in that they examine what happened specifically within the form and its fields.
Can form analytics track multi-step forms and checkout flows?
Yes. Matomo supports multi-page forms. If you need a true step-by-step checkout/sign-up journey, Funnels will complement Form Analytics. Funnel report shows you where visitors are lost at a given journey stage, while Form Analytics identifies field-level friction within forms.
Is Form Analytics compliant with GDPR and privacy regulations?
GDPR and privacy regulations are achieved through proper mechanisms for tracking consent before tracking begins, rather than by building them into a product or service. Matomo provides these mechanisms and privacy controls like IP anonymisation/masking. Matomo does not record the actual text entered into form fields; it records how visitors interact with the form and fields. Where local laws permit, some Matomo analytics configurations may qualify for consent exemptions.
Do I need a dedicated form analytics tool if I have session replay?
Form Analytics provides aggregated, structured metrics for forms and fields. Session Recordings offer playback of individual visitor behaviour. Use Session Recordings to find out what happened during a particular visit. Use Form Analytics to find out whether a specific behaviour is occurring in specific form fields. At Matomo, you can combine complementary tools for more comprehensive form analysis.
Does form analytics work on any website or CMS?
Form Analytics automatically detects many standard HTML form types and can track standard fields such as text, textareas, checkboxes, radio buttons, and multiselects. Since-page applications and Ajax forms are supported, but dynamically inserted forms may require Matomo’s ScanForForms method. You can connect Matomo using either the tracking code or CMS integrations like WordPress. Form Analytics is included in Cloud and available as a premium feature for Matomo On-Premise.
See where your forms are losing conversion, reducing field friction while retaining control over your data.