View form reports

In short. The Reports page turns your form submissions into two charts: a Distribution by Source doughnut (which channel drove each lead) and a Trends Over Time line chart (daily submission counts per source). Three summary tiles at the top — Selected Range, Total Leads, Sources — give you the headline before you ever look at the charts. Set your filters, click Apply, and you have your weekly channel read in under a minute.

On this page: What it's for · Scope · Pick filters · Read the charts · Tips · Troubleshooting

How to use form reports

What is this for?

Reports is your in-SGEN analytics view for forms. It answers the two questions a campaign operator asks 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?".

The three summary tiles at the top of the page give you the headline before you ever look at the charts. After a healthy week on your business' newsletter and lead-capture forms, those tiles read like this:

Total Leads is the single biggest number on the page — every submission across the forms and statuses you have selected. Sources tells you how many distinct channels contributed at least one submission in the range. A Sources value of 1 (every submission Direct) usually means your campaign links are missing UTM parameters; a value of 4 or 5 is what you want to see for a site running multiple acquisition channels.

The whole page sits inside a single screen — toolbar at the top, summary tiles in the middle, both charts side by side at the bottom. Click any control in the mock below to see what it does:

The toolbar across the top sets the scope. The summary tiles answer the headline questions. The two charts show the shape — share-by-channel on the left, day-by-day on the right.

Scope

Reports covers form submissions only — it does not show page views, engagement metrics, or ecommerce data. The source labels (Direct, Google Ads, Google Organic, Referral, Social) are detected from the visitor's referrer and landing page at submit time. Any custom referrer SGEN's classifier recognizes is appended automatically.

The page filters by form, status (Submitted / All), and date range. Every filter is encoded in the address bar, so the view is bookmarkable and shareable. Reports renders the chart frame even when the data set is empty.

Example use

Weekly source review. Every Monday, open Reports. Set the date range to "last 7 days" and glance at the doughnut to see what share of submissions came from each source. For a site with newsletter signups and lead capture across four active channels, a typical breakdown — Direct at 38%, Google Ads at 22%, Social the under-performer at 8%:

Isolate one form. Pick a specific form in the Form filter, click Apply. The doughnut and tiles redraw for that form only — useful when one form dominates the all-forms view and masks a smaller form's channel mix.

Spot a flat line. On the line chart, every source going flat on the same day usually means a site issue — the form stopped rendering on the page. Check in a private window. SGEN loads the chart frame even with zero data:

Bookmark a campaign window. Every filter you set is reflected in the address bar — bookmark both the campaign-window URL and the equivalent pre-campaign range to compare lift at a glance.

What NOT to use this for

• Not a single source of truth for attribution. Source detection relies on the visitor's referrer at submit time; visitors with privacy tools or broken campaign links may classify as Direct even when they arrived from a campaign.
• Not for total site visits or engagement. The charts show form submissions only — Direct = 100% means every submission looked direct, not that 100% of visitors were direct.
• Not for very long ranges (years). The daily line expands to one point per day; 365+ day ranges are hard to read. Use a narrower range or export and aggregate in a spreadsheet.
• Not a finance-grade record. Numbers shift if a teammate trashes or restores a submission. Export to CSV when you need a frozen record.

How this connects to other features

• Submissions — Reports visualizes the same data in Forms → Submissions. Every chart point corresponds to filtered rows there. Drill into Submissions for the row-level data.
• Export submissions — 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, so channel labels stay consistent across both screens.
• Forms list — the Form filter dropdown is populated from every form in Forms → All Forms.
• Notification email — Reports only counts submissions; it does not change delivery to the recipient address set on each form's Mail Settings.

Before you start

• You are signed in to SGEN as an Administrator.
• You have at least one Published form. Reports renders cleanly with zero submissions, 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. The dropdown lists every form in Forms → All Forms in alphabetical order.

2. Pick a status

The status filter defaults to Submitted. Switch to All to include drafts and trashed submissions in the charts. Most days, leave this on Submitted — that is the channel mix that reflects real visitor intent.

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 picker accepts both quick presets (last 7 days, last 30 days, this month) and a custom start-and-end pair.

4. Click Apply

The charts and summary tiles refresh. The page URL also updates to encode the filters you picked — that is the URL you can bookmark or share.

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).

Custom referrers SGEN's classifier picks up are appended with an automatically assigned color. That keeps your legend stable week to week — the same color means the same channel, every time.

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. Hover any point for the exact count for that source on that day.

Tips for getting more out of Reports

Tag every campaign link with UTMs. SGEN's source detection reads the visitor's referrer and landing page. Without UTMs, paid-search visits often classify as Direct and the doughnut quietly under-reports Google Ads.

Compare like-for-like ranges. When checking lift from a campaign, compare against the same number of days before the campaign window. The Reports URL encodes your filters — bookmark both URLs together.

Glance at Reports before opening Submissions. The doughnut shows which channel deserves attention in 30 seconds. Then drill into Forms → Submissions with the matching Source filter to read the actual rows.

Pick a status filter and stick to it. Reports defaults to Submitted; the Submissions list defaults to All. Mixing them causes totals to diverge. When in doubt, set both to Submitted.

Reference

The five base sources always appear in this order, with consistent colors:

Chart patterns to know:

Reading the report for different roles:

Chart data payloads. The Distribution by Source doughnut is fed by labels / data / colors arrays aligned index-for-index:

The Trends Over Time line chart uses one entry per day in labels, then one dataset per source — each dataset's data array has the same length as labels and zero-fills any day a source did not contribute:

What success looks like

• The Reports page loads; 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.
• The Sources tile is greater than 1 when your site has multiple acquisition channels with UTM-tagged links — a Sources value stuck at 1 (Direct only) is the signal to revisit your campaign tagging.

What to do if it does not work

• All charts show 0. You have no submissions in the selected range, or your 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. Use UTM parameters on your campaign links to make source detection reliable.
• A source label I expected isn't in the legend. Reports only shows known sources by default. Custom sources 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 are on a modern browser, and that any ad-blocker is not blocking JavaScript on /sg-admin/.
• Total Leads on Reports does not match my Submissions list count. Check both screens are using the same status filter — Reports defaults to Submitted, the Submissions list defaults to All.
• The doughnut shows a slice I did not expect. A single submission classified as Referral is enough to add a slice. Click the slice for the count; 1–2 leads is normal noise from a one-off backlink.
• The date range picker keeps snapping back. Pick the dates first, then click Apply. The picker only commits the range when Apply runs.
• The numbers shifted overnight. A teammate moved submissions in or out of Trash. Cross-check Forms → Submissions before assuming a counting bug.

Next step

• View and manage submissions
• Export submissions
• Manage the Forms list