Update: This is the original launch story for Form Analytics Pro 1.0. The analytics engine was rebuilt in version 2.0, so this page is no longer the current feature guide. For measurement definitions and implementation advice, read our Gravity Forms analytics guide. For current features, screenshots, licenses, and pricing, use the Form Analytics Pro product page.
Why we built Form Analytics Pro
A Gravity Forms entry tells you that somebody completed a form. It does not explain how many distinct visitors had an opportunity to submit, how many began, which page lost them, or which field repeatedly produced validation errors.
Form Analytics Pro began as Odd Jar’s attempt to put those diagnostic questions inside WordPress without requiring every site owner to design a Google Analytics event system first. We built the plugin, so this is a product history—not an independent review or a comparison of every analytics option.
The original goal was straightforward:
- begin collecting useful form-behavior data after activation;
- show conversion and abandonment at the form level;
- make field and multi-page friction visible;
- keep the diagnostic workflow in the WordPress dashboard; and
- avoid collecting the values visitors type into form fields.
What changed after the original release
The initial release proved the need for a dedicated Gravity Forms analytics layer, but it also exposed a measurement problem: raw form renders are not the same thing as unique opportunities, and a small difference in the denominator can change a conversion rate substantially.
Form Analytics Pro 2.0 replaced the original tracking format with sessions and starts. Sessions represent distinct form opportunities; starts represent meaningful engagement. The dashboard can use either basis or show both, which separates a page or placement problem from friction inside the form.
Version 2.0 also added or rebuilt:
- individual-input reporting for compound fields such as Name and Address;
- server-side validation-error counts for AJAX and standard forms;
- one abandonment record per visitor and form, cleared if that visitor returns or submits;
- funnels for multi-page forms using AJAX or standard page transitions;
- a dependency-free tracker that loads only on pages containing a form;
- default IP anonymization and administrator exclusion; and
- a read-only archive for analytics collected by earlier versions.
Because the data model changed, version 2.0 starts its new analytics collection fresh. It does not delete Gravity Forms entries or the older analytics archive.
Which Form Analytics Pro page should you use?
| If you need… | Go here |
|---|---|
| Definitions for sessions, starts, conversion, abandonment, field friction, and GA4 events | Gravity Forms Analytics: Measure Conversion and Abandonment |
| Current product features, screenshots, prices, or checkout | Form Analytics Pro for Gravity Forms |
| The 2.0 data-model and upgrade changes | Form Analytics Pro 2.0 release notes |
The launch principle that remains
Form analytics should lead to a checkable decision. A conversion rate should have a defined denominator. A funnel should identify a step to investigate, not automatically declare it broken. A field report should show interaction and errors without exposing the visitor’s answer.
That principle survived the rebuild even though the underlying tracker and reports changed. If you are evaluating the plugin today, skip the old 1.0 comparisons and use the current product page and analytics guide above.
