The Forms Analyze tab now features a brand-new suite of built-in reporting cards equipped with AI-powered trend analysis and actionable recommendations. Instead of viewing isolated submission numbers, you can now analyze visitor types, lifecycle stages and page-level conversion paths natively, edit or save these reports to custom dashboards or even replace the default Analyze view with a custom dashboard of your own design.
Why It Matters
Conversion rate optimization (CRO) relies on understanding where and why visitors fill out forms, not just counting total submissions.
- Instant AI Analysis: AI insights automatically spot hidden trends and performance anomalies, answering key performance questions without requiring you to build custom reports from scratch.
- Clear Conversion Context: By breaking down data by page URL, new vs. existing contacts and lifecycle stages, you can pinpoint exactly which content drives net-new leads versus repeat engagement.
- Unified Reporting: Save your favorite form visualizer cards directly onto your primary executive or marketing dashboards to keep your team aligned.
How to Customize It
Getting value from the new layout requires zero setup, but you can tailor it to fit your exact reporting needs:
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Navigate to Forms: Go to the Forms app inside your HubSpot portal.
- Open the Analyze Tab: Click on the Analyze tab at the top of the interface to view the new default reports immediately.
- Review AI Insights: Read the AI-generated summaries attached to your reports to identify sudden traffic spikes or conversion drops.
- Explore the 8 New Reports:
- Form Overview: Quick-glance metrics for Total Views, Submissions and Conversion Rate.
- Total Count by Form: Compare overall submission volume across all portal forms.
- Form Submissions Over Time: Track high-level submission trends and seasonal patterns.
- Form Submissions Over Time (by Form Name): Measure specific form performance trajectories over weeks or months.
- Form Submissions by Pages: See which website pages generate the highest conversion volume.
- Form Submissions Over Time (by Page Name): Identify performance shifts across your top-converting landing pages.
- Form Submissions by Contact Lifecycle Stage: Map form completions against leads, subscribers and opportunity stages.
- Form Submissions by New vs. Existing Contacts: Distinguish net-new lead generation from re-engagement within the existing database.
- Export & Personalize: Click to edit any report, pin critical cards to your custom marketing dashboards or swap the standard Analyze view with a tailored dashboard setup.
Who Gets Access
This is available across all HubSpot hubs and tiers.
Final Takeaway
Stop guessing which forms are pulling their weight. By turning the Forms Analyze tab into an intelligent, customizable reporting station, HubSpot makes it easy to audit your lead-capture strategy, double down on high-performing pages and refine your overall inbound funnel.