What Is the Difference Between Form Submissions and Conversions?

A form submission takes place when a visitor or prospect completes a form and clicks submit. A conversion is a specific type of submission during which an anonymous visitor provides an email address and converts into a prospect.

When you read form and form handler reports, remember that the total submissions number includes the conversions.

The Conversion metric on the Form Handler Statistics table can be higher than what’s shown on an individual report page. The table’s Conversion metric includes prospects who were archived or deleted since submission, but the report page value is based on active prospects only.