Total Visits — how many people loaded the form in the selected date range. This is your traffic volume.
Bounce Rate — the share of visitors who left without interacting at all. High bounce usually means the page does not match the ad or does not earn trust in the first few seconds.
Engagement Rate — the share who clicked or typed in at least one field. It is the inverse of bounce rate.
Conversion Rate — the share of visits that resulted in a completed submission. This is the headline KPI.
Avg Completion Time — the average time from first interaction to submit, shown as hours, minutes, and seconds (e.g. 2m 15s). Very short times can indicate bots; very long times can indicate a confusing or painful step.
Each metric card has a colored border telling you how that metric is performing at a glance.
Bounce Rate: green border below 30%, yellow 30-50%, red above 50%.
Engagement Rate: green border at 50% or above, yellow 30-49%, red below 30%.
Conversion Rate: green border at 15% or above, yellow 5-14%, red below 5%.
Avg Completion Time: green border below 2 minutes, yellow 2-5 minutes, red above 5 minutes.
Total Visits has no status threshold — it is neutral.
High bounce with low conversion means traffic is not engaging with the page — fix the ad match or the opening of the form. Low bounce with high engagement but low conversion means people are starting but giving up mid-form — use the funnel and step performance to find where.
