Form Terms
Total Views: The total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
Total Submissions: The total number of times the form has been successfully filled out Submission Rate: The ratio of the number of submissions to the overall number of views. In other words, what percentage of the views led to the form being successfully filled out.
Total Errors: Errors usually occur when a visitor enters an invalid email address, or when they fail to complete all required form fields.
Error Rate: The percentage of views that led to an error during the process of entering information into the form.
Unique Views: If a prospect or visitor has viewed the form more than once, these views are deducted from the “total views” number.
Conversions: The number of times that an anonymous visitor successfully filled out the form and therefore “converted” to a prospect.
Unique Submissions: If a prospect or visitor has submitted the form more than once, these submissions are deducted from the “total submissions” number. This metric is also represented by a graph to the right of the statistics table.
Unique Errors: If a prospect or visitor has failed to complete all required form fields in a form more than once, these subsequent errors are deducted from the “total errors” number.
Total Clicks: The number of clicks on the links on your thank you page which appears after form submission.
Unique Clicks: If a prospect or visitor has clicked on the links on your thank you page more than once, these clicks are deducted from the “total clicks” number.
Last Submitted: The date and time the prospect most recently filled out your form.
Form Handler: A form handler is an alternative to Pardot forms. You can use a form handler to integrate your third-party or custom forms with Pardot to track submission data.