Submission analysis: the metrics that truly matter for your growth

You receive submissions every day. Contact forms, quote requests, newsletter signups. But what do you actually do with this data? Without structured submission analysis, you’re missing valuable information.

Collecting is only the first step. Analyzing means transforming raw data into strategic decisions. And for that, you need the right metrics.

In this article, we identify the indicators that make the difference. No vanity metrics. Only metrics that guide your actions and improve your results.

Why submission analysis changes everything

The trap of dormant data

A Forrester study reveals that 73% of data collected by companies is never analyzed. It sits in databases, unexploited. A considerable waste.

Your forms generate submissions. But if you just store them without analyzing:

• You ignore what your prospects really want
• You repeat avoidable mistakes
• You miss conversion opportunities
• You invest in poorly performing channels

What structured analysis reveals

By examining your submissions methodically, you discover:

• The sources that generate the best leads
• The times when your audience is most active
• The obstacles blocking conversions
• The unexpressed expectations of your users

These insights aren’t accessible without the right metrics.

Metric #1: Completion rate

Definition and calculation

The completion rate measures the percentage of visitors who finalize a form after starting it.

Formula: (Successful submissions / Forms initiated) x 100

Why this metric is fundamental

A form can receive a lot of traffic but few submissions. The completion rate reveals this reality.

Let’s take a concrete example:

• 1,000 visitors access your contact form
• 400 start filling it out
• 120 submit it

Your completion rate is 30%. This means 70% of interested people abandon along the way.

Benchmarks by form type

Form type	Average rate	Optimal rate
Simple contact (3-4 fields)	65-75%	> 80%
Quote request	45-55%	> 60%
Newsletter signup	70-80%	> 85%
Satisfaction survey	25-35%	> 45%
Multi-page form	15-25%	> 35%

If your rate is below averages, it’s a warning signal.

Metric #2: Average completion time

What it measures

The time between the first click on a field and final submission. This metric reveals your form’s perceived complexity.

The lessons to draw

An overly long completion time indicates:

• Confusing or poorly labeled fields
• Too many questions
• A need to search for information (the visitor must find a number, a reference)
• Interface problems

Recommended targets:

• Contact form: < 1 minute
• Quote request: < 3 minutes
• Complete survey: < 5 minutes

Beyond that, abandonment risk increases exponentially.

How to use this data

Compare completion time with your abandonment rate. If both are high, simplify your form.

With Skedox, you visualize these metrics in real-time and quickly identify problematic forms.

Metric #3: Submission analysis by source

Definition

The distribution of your submissions by origin: organic search, paid advertising, social media, email marketing, direct links.

Why it’s strategic

You invest time and money in different channels. This metric tells you which ones are working.

Key questions to ask:

• Which source generates the most volume?
• Which source produces the most qualified leads?
• What is the cost per submission for each channel?

Example analysis

Imagine your results over a month:

Source	Submissions	Qualified leads	Qualification rate
Google Ads	200	40	20%
LinkedIn	50	25	50%
SEO	150	60	40%
Newsletter	80	48	60%

Raw volume favors Google Ads. But the qualification rate shows that newsletter and LinkedIn produce better quality leads.

This analysis guides your marketing investments.

Metric #4: Abandonment rate by field

What it reveals

The exact point where your visitors drop off. This metric identifies problematic fields.

The usual culprits

According to a Formstack study, the fields that cause the most abandonments:

1. Phone number: +37% abandonment
2. Full postal address: +28% abandonment
3. Date of birth: +22% abandonment
4. Complex multiple choice fields: +18% abandonment

Corrective actions

For each problematic field, ask yourself: is it really necessary for first contact?

• Make sensitive fields optional
• Use autocomplete when possible
• Explain why you’re asking for certain information
• Offer alternatives (e.g., “email or phone”)

Metric #5: First response delay

Definition

The time between receiving a submission and your first interaction with the prospect.

The impact on your conversions

Research published by InsideSales.com demonstrates that:

• Responding within 5 minutes multiplies conversion chances by 9
• After 10 minutes, qualification probability drops by 400%
• Beyond 24 hours, the lead is often lost

Every minute counts in the race for the lead.

Targets by submission type

Request type	Target delay	Maximum delay
Demo request	< 5 minutes	30 minutes
Sales contact	< 15 minutes	1 hour
Customer support	< 30 minutes	2 hours
Job application	< 24 hours	48 hours

Skedox allows you to configure automatic alerts as soon as a submission exceeds your response threshold. No more excuses for letting a lead go cold.

Metric #6: Submission quality

How to measure it

Quality is defined by your business criteria. But some indicators are universal:

• Completeness: percentage of optional fields filled
• Relevance: fit with your target (B2B vs B2C, industry, company size)
• Intent: clarity of the expressed request
• Validity: usable data (valid email, correct phone)

Submission scoring

Assign a score to each submission based on these criteria:

Criterion	Points
Professional email	+2
Optional fields filled	+1 per field
Detailed message	+3
Company identified	+2
Budget mentioned	+5

A lead with a score above 8 deserves priority attention. Below 4, it can be handled later.

Automate sorting

Rather than treating all submissions the same way, automate routing based on score:

• High score: immediate notification to sales team
• Medium score: automatic response email + follow-up within 24h
• Low score: automated nurturing

Metric #7: Post-submission conversion rate

What it measures

The percentage of submissions that turn into customers or desired actions (appointments, sales, signups).

Why it complements other metrics

A form can generate many submissions without producing business results. This metric reveals the truth.

Formula: (Final conversions / Total submissions) x 100

Analysis by funnel stage

Break down your conversion tunnel:

1. Submission received
2. First contact established
3. Qualification completed
4. Proposal sent
5. Conversion achieved

Identify the stage where you lose the most prospects. That’s where your biggest improvement opportunity lies.

Building your submission analysis dashboard

Essential data to centralize

For effective analysis, consolidate in one tool:

• All your submission sources (forms, feedback, newsletters)
• Metadata (source, device, location)
• Timestamps (creation, modification, processing)
• Follow-up actions (responses, conversions)

Recommended analysis frequency

Metric	Tracking frequency
Submission volume	Daily
Completion rate	Weekly
Source analysis	Weekly
Lead quality	Weekly
Final conversion rate	Monthly

Tools and automation

Manual analysis is tedious and error-prone. Prefer a platform that:

• Centralizes all your submissions
• Automatically calculates metrics
• Generates alerts on anomalies
• Allows export for in-depth analysis

5-step action plan

Here’s how to implement your submission analysis:

1. Audit your current forms: How many do you have? Where are they? What data do they collect?

2. Define your priority metrics: Start with 3-4 indicators maximum. Add more when you’ve mastered the first ones.

3. Centralize your data: One tool for all your forms. No more dispersion.

4. Configure your alerts: Define the thresholds that trigger a notification.

5. Iterate monthly: Analyze results, test hypotheses, measure impact.

Conclusion: submission analysis guides your decisions

The metrics presented in this article transform your approach to data collection. No more blind decisions. Make way for factual analysis.

To summarize the metrics that truly matter:

• Completion rate: your forms’ effectiveness
• Completion time: perceived complexity
• Source analysis: your channels’ performance
• Field abandonment: friction points
• Response delay: your team’s responsiveness
• Submission quality: leads’ actual value
• Final conversion: business impact

Each metric gives you a precise view of one aspect of your collection. Together, they form a complete management system.

Ready to move from passive collection to structured submission analysis? Discover Skedox and access a unified dashboard for all your forms, newsletters, and feedback. Real-time metrics, customizable alerts, easy export.

Your submissions contain answers. It’s time to ask the right questions.