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Form & button conversion analytics

The Form & button conversions analytics panel helps you understand how visitors interact with forms and buttons on your site.

The panel measures views of your forms and buttons and how many submissions or clicks they receive. The percentage of views resulting in a click or submission is your conversion rate. You can see the overall conversion for your site and individual results for each form and button.

This is a great tool to use if you want visitors to take a specific action, like sign up for a newsletter, contact you for a consultation, book an appointment, or request a quote. Form & button conversions helps you measure progress towards that goal and see how results change over time.

The Form & button conversions panel is available in:

  • Current Business and Commerce plans
  • Legacy Business and Commerce plans

Review the Form & button conversions panel

  1. In the Home menu, click Analytics, then click Form & button conversions.
  2. Click the date range drop-down menu at the top of the panel to filter results by time frame. Data is available starting from September 2017.
  3. Click Button clicks or Form submissions to filter data by that KPI.

What is conversion?

The conversion rate in the table represents how well your site’s design and content is performing against a goal you might have for visitor engagement. For example, if you add a newsletter block, you’ll see the percentage of visitors that subscribe and how that number changes as you edit the style and move it around your site.

How it's calculated

We calculate the conversion rate with this formula:

(Converted unique views ÷ unique views) x 100

Converted unique views is the number of visits that resulted in one or more clicks. This is slightly different than the submissions or button clicks number, which shows the total number of clicks. For example, if a visitor clicks a button three times in one visit, the submissions or button clicks number will be three, but the converted unique views used to calculate the conversion rate would be one.

For commerce conversion data, see other panels

The results in this panel aren’t tied to Commerce and don't include donation or checkout form conversions. To see how visits convert to purchases, see the Sales analytics and Purchase funnel panels.

Which forms and buttons count?

Form & button conversions tracks most form and button submissions on your site. It doesn’t track form submissions tied to purchases or donations, which display in Sales.

Form & button conversions tracks:

  • Button Block
  • Newsletter Block
  • Form Block
  • Promotional pop-ups
  • Cover Page
Tip: If you choose Email Campaigns or Mailchimp as a storage option for your newsletter or form block, you may see discrepancies between the number of submissions and the number of email subscribers. Learn more.

Form & button conversions doesn't track:

  • Banner buttons
  • Navigation buttons
  • Pinterest Save buttons
  • Share Buttons
  • Social icons
  • Donation form submissions
  • Checkout form submissions
  • Image Block buttons


The line graph near the top of the panel shows trends over time for the chosen date range.

Click one of the KPIs at the top of the graph to filter and compare results for Form submissions and Button clicks across your site. Depending on the date range selected, a percent change comparison may show under each KPI.

Click the Daily drop-down menu to change the time scale. Time scale options depend on the number of available data points.

Hover over any point on the graph to view data per form or button for a specific date. Click on a form or button name in the legend below the graph to add or remove that series of data.



The form & button conversions table shows the following information for each form and button:

  • Form name
  • Page where the button or form displays
  • Button text
  • Unique views - An estimate of the total number of visitors that loaded the page containing the form or button
  • Submissions or button clicks
  • Conversion rate

For the form & button conversions table:

  • Use the By form and By page toggle to change the view.
  • Click any column to sort by that topic.
  • Click a row to see more details.
  • The table only shows the first hundred rows. Additional information truncates to a single row labeled Others.
  • If a promotional pop-up displays on multiple pages, the table displays its conversion across multiple rows.
Tip: If you have multiple forms and buttons, give them unique names to differentiate them within the table. Forms and buttons without names or text display as Form or Button.


Historical data

Historical data displays in analytics, even if you delete or rename a form or button. When you rename a form or button, or change the URL where it displays, the panel will update with the new name or URL only after someone interacts with that form or button. From that point on, data will continue to display under the new name.

Changing an attached file doesn't affect a button's analytics. In the Button name column, the file or files that were attached during the chosen date range appear in parentheses.

Increase conversion

If your conversion rate seems low, this could be normal. For example, people might be hesitant to share their email address or get too many emails.

Squarespace has features to help you increase conversion. For example:

  • Our built-in designs help you keep your calls to action sleek and simple.
  • The newsletter block has a default, customizable disclaimer that assures visitors you respect their privacy.
  • Our style options let you tailor forms and buttons to fit your brand.

There’s no magic formula to increase conversion, so we recommend experimenting to learn what works best for your site. These additional strategies might help you improve your rates:

  • Experiment with form length.
  • Don’t ask for too much personal information.
  • Change the button text.
  • Experiment with placement.
  • Enable lightbox mode or promotional pop-ups to make your content stand out.
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Form & button conversion analytics