View form reports

How to see where your form submissions are coming from and how they trend over time

The Reports page turns your submissions into two charts: a Distribution by Source doughnut that splits submissions across Direct / Google Ads / Google Organic / Referral / Social, and a Trends Over Time line chart that shows daily submission counts per source across a date range. Summary tiles at the top give you total leads and number of distinct sources for the active filters. A 30-second glance answers "which channel is converting this week?" without having to leave SGEN.

What is this for?

Reports is your in-SGEN analytics view for forms. It is limited in scope on purpose — it only looks at form submissions, not page views or ecommerce — but it is the fastest way to answer the two questions a campaign operator cares about every day:

• Where are my leads coming from? The doughnut breaks submissions by source.
• Is my volume trending up or down? The line chart shows the volume day by day, with a separate line per source.

You reach for Reports after a campaign launch, at the end of a week or month, or whenever a stakeholder asks "how's the form doing?".

Good use cases

Example 1: Weekly source review. Every Monday, open Reports. Set the date range to "last 7 days". Glance at the doughnut to see what share of submissions came from each source. If Google Ads dropped below its usual share, check in with the campaign operator.

Example 2: One-form-at-a-time breakdown. You want to see source composition for the Contact form only (not your newsletter form). Pick the Contact form in the Form filter and click Apply. The doughnut and line chart now reflect only that form.

Example 3: Campaign window comparison. A campaign ran March 1–31. Set the date range to March 1–31. Note the Total Leads tile; note the source split. Rerun with the date range set to February 1–29 for the pre-campaign baseline. Compare.

Example 4: Looking for empty days. On the line chart, a flat section means no submissions for those days. Useful for spotting site-wide form failures — if every source goes flat on the same day, something broke on the site rather than in a specific channel.

What NOT to use this for

• Do not use Reports as your single source of truth for attribution. Source detection relies on the visitor's referrer and landing page at submit time; visitors with privacy tools or with broken campaign links may be classified Direct even when they arrived from a campaign. For rigorous attribution, use a dedicated analytics tool and cross-check.
• Do not rely on Reports for total site visits or engagement. The charts show form submissions only. "Direct = 100%" just means every submission looked direct — it says nothing about who visited your site without submitting.
• Do not use Reports for very long ranges (years). The daily line expands to one point per day, which makes 365+ day ranges hard to read. Use a narrower range or export submissions and aggregate monthly in a spreadsheet.
• Do not read zero-submission sources as "not relevant." A Source that shows 0 in the doughnut appears anyway — that's a design choice to keep the legend stable. It means SGEN didn't classify any submission into that source in the selected range, not that the source doesn't exist.

How this connects to other features

• Submissions — Reports is a visualization of the same data you see in Forms → Submissions. Every point on the Trends chart corresponds to rows filtered by that date and source. Drill into the Submissions list for the row-level data.
• Export submissions — the Reports charts are built in SGEN. If you want to chart submissions elsewhere (a BI tool, a spreadsheet), use Export submissions to get a CSV.
• Traffic sources — SGEN derives the source from the visitor's referrer + landing page. The same source-detection logic runs on the Submissions list Source column.
• Forms list — the Form filter dropdown on the Reports page is populated from every form in Forms → All Forms.

Before you start

• At least one Published form that has received at least one submission. Reports renders cleanly with zero submissions too, but the charts are more useful with real data.

Where to go

1. Open the left navigation.
2. Click Forms → Reports (or open /sg-admin/forms/reports directly).

Steps — Pick filters

1. Pick a form

The Form filter defaults to All Forms. Pick a specific form from the dropdown to see the charts for only that form.

2. Pick a status

The status filter defaults to Submitted. Switch to All to include drafts and trashed submissions in the charts, if needed.

3. Pick a date range

The date range picker defaults to the last 6 months. Click to open a calendar and pick a different range. The charts re-render when you click Apply.

4. Click Apply

The charts and summary tiles refresh.

Steps — Read the charts

1. Summary tiles

• Selected Range — the date range currently applied.
• Total Leads — how many submissions fall in that range, for the selected form(s) and status.
• Sources — number of distinct sources with at least one submission in the range.

2. Distribution by Source

Doughnut chart. Each slice is a source. Hover any slice for count and percentage. The legend lists every source, even zero ones, with a consistent color (grey for Direct, amber for Google Ads, green for Google Organic, teal for Referral, purple for Social).

3. Trends Over Time

Line chart. X-axis is dates (one point per day); y-axis is submission count. Each source is a separate line with its own color (same palette as the doughnut). Zero-submission days plot at the baseline so you can see gaps.

What success looks like

• The Reports page loads in a second or two; the charts fill in as the data loads.
• Changing a filter and clicking Apply updates both charts and all three summary tiles.
• Hovering a slice of the doughnut shows a tooltip with exact count and percentage.
• The number in Total Leads matches the count of Submitted submissions in the same date range under Forms → Submissions.

What to do if it does not work

• All charts show 0. You have no submissions in the selected range, or your status / form filters are too narrow. Try All Forms + All statuses + a wider date range.
• All submissions look Direct but I know some came from ads. Source detection requires the visitor's referrer to reach SGEN. If visitors click a campaign link without UTM parameters, or with aggressive privacy tools, the submit looks Direct. Use UTM parameters on your campaign links to make source detection robust.
• A source label I expected isn't in the legend. Reports only shows known sources (Direct, Google Ads, Google Organic, Referral, Social) by default. Custom sources do appear if SGEN's classifier recognizes them from your visitor referrers.
• The page loads but the charts stay blank. Close and reopen the page, make sure you're on a modern browser, and that any ad-blocker isn't blocking JavaScript on /sg-admin/.

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