# Know Which Forms to Keep, Fix or Retire

The Form performance report ranks your forms by submissions and checks each one's health: its trend, UTM capture, spam-looking entries and whether it has gone dormant. It answers “which forms are worth keeping, fixing or retiring?”

Published Oct 19, 2026. Updated Oct 20, 2026.

## Which of my website forms are worth keeping or fixing?

It depends on what you want to fix. To rank every form by submissions and check its trend, UTM capture, spam and whether it's gone quiet, Form performance is the report to run. Type /forms to get it. To see which pages bring leads, the Landing page performance report fits better. For a full tracking health score, use the UTM hygiene audit. To rank the leads themselves, pick the Lead quality scorer.

What it is: Form performance is a form health report from the free UTM Grabber Reports skill for site owners and web teams that ranks every form, including quiet ones, and names the one to fix first.

- Page: https://utmgrabber.com/mcp/reports/form-performance/
- Report: Form performance (Leads, forms and tracking)
- Shortcut: `/forms`
- Sample data from Northwind Dental, a fictional dental practice. Sample headline: “Book a consult brought in 83% of 1,120 submissions.”

## What this report answers

- Which form brings most of our leads?
- Is any form missing its UTM Grabber fields?
- Which forms collect spam?
- Which forms have gone quiet?

Built for: Site owners and web teams who manage many forms on one WordPress site.

## What's in the report

1. A headline with the top form's share, plus active forms, dormant forms and the spam share when it matters.
2. Numbers for submissions, active forms, top form share, the share with UTMs, the spam-like share and dormant forms.
3. A leaderboard of every form with a status badge: Dormant, Spam risk, No UTMs, Rising, Cooling, Steady or Active.
4. The daily or weekly rhythm of your top 3 forms.
5. Next steps: add UTM fields, filter spam, check a falling form, fix or retire a dormant one, promote the form with the best leads.

## Why You Can Trust What It Tells You

- **Spots forms losing their UTMs.** A form is flagged No UTMs when under 10% of its submissions carry UTMs while the site averages 30%+, which usually means missing hidden fields.
- **Spam-like entries get caught.** An entry looks like spam with a disposable or test email, a blank name where most have one, or 3+ entries in the same second.
- **Dormant forms get named.** A form counts as dormant when it gets under 1 submission every 2 weeks.

## Ask your AI

- `/forms`
- “Which of our forms brings the most leads?”
- “Are any of our forms broken or collecting spam?”
- “Which forms haven't had a submission in weeks?”

## What it uses

- Your UTM Grabber leads for the period, grouped by form, and the period before.
- Your list of forms, so forms with no submissions still show up as dormant.

On Free and Starter your AI reads only your last 30 days, so a 30-day report leaves out the change against the period before. Starter+ and Premium add it.

### Which plan do you need?

What your AI can read from UTM Grabber:

- Free plugin: Your last 30 days, with a fair-use allowance (this report)
- Starter: Your last 30 days, with first touch and more click IDs
- Starter+ or Premium: Your full history, unmetered

Compare Plans: https://utmgrabber.com/mcp/plans/

The report designs need an AI app that supports skills: Claude, Codex or Cursor. ChatGPT gives the same plain-English answers from your leads, without the report designs.

## Sample in 4 looks

- Studio (Client-facing reports): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/form-performance-studio.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/form-performance-studio.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/form-performance-studio.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=form-performance&look=studio)
- Boardroom (Presenting to leadership): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/form-performance-boardroom.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/form-performance-boardroom.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/form-performance-boardroom.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=form-performance&look=boardroom)
- Ledger (Weekly ops reviews and analysts): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/form-performance-ledger.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/form-performance-ledger.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/form-performance-ledger.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=form-performance&look=ledger)
- Classic (Printed reports and long reads): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/form-performance-classic.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/form-performance-classic.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/form-performance-classic.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=form-performance&look=classic)

## Questions

### How does it spot a form missing its tracking?

It compares each form's share of submissions with UTMs to the site average. A form under 10% while the site averages 30%+ is flagged No UTMs, which usually means its hidden UTM Grabber fields were never added.

### Does it count spam?

It flags spam-like entries per form (test emails, blank names, bursts in the same second) and shows the share, so you know where spam protection is needed.

### Can it tell which form brings the best leads?

Yes. It scores each form's leads with the Lead quality scorer rules. A form whose leads score 20% above average earns a recommendation for a more visible spot.

## Related reports

- [Landing page performance](https://utmgrabber.com/mcp/reports/landing-page/): The pages that win and the pages that leak, with the traffic behind each.
- [UTM hygiene audit](https://utmgrabber.com/mcp/reports/audit/): Where your attribution leaks, with the fixes in order.
- [Lead quality scorer](https://utmgrabber.com/mcp/reports/lead-scorer/): Who to call first and why, so your team works the best leads first.

## Capture the Whole Journey, Starting Today

The free plugin remembers each lead's last click. Every UTM Grabber Premium plan, from Starter up, also records where they first found you, more ad click IDs and what kind of visit it was, from the day you upgrade.

- Last-click UTM tags: free plugin yes, UTM Grabber Premium yes
- Google Ads click ID (gclid): free plugin yes, UTM Grabber Premium yes
- First touch: free plugin no, UTM Grabber Premium yes
- Meta and Microsoft Ads click IDs (fbclid, msclkid): free plugin no, UTM Grabber Premium yes
- Traffic labels: free plugin no, UTM Grabber Premium yes
- AI assistant visits: free plugin no, UTM Grabber Premium yes
- WooCommerce orders: free plugin UTM tags saved, UTM Grabber Premium Full source on every order
- Cookie length: free plugin 30 days, UTM Grabber Premium You choose

Premium starts recording the day you upgrade. It can't fill in visits the free plugin never recorded, so every week on free is a week of first touches and click IDs you won't get back.

See UTM Grabber Premium Plans: https://utmgrabber.com/mcp/plans/

## Want Us to Build This for You?

Get reports like this one with your logo and colors, set up for you. With the Support Package, we connect the AI Connector (MCP) to your data and hand you your own AI report builder, tuned to your business, for weekly, monthly and annual reports.

The UTM Grabber Support Package is $199/yr (regular $349, launch price, real value: $1,700). Works on free and paid plans, and with your agency. Cancel anytime, no contracts.

- **Expert Setup:** Our resident expert team installs UTM Grabber and wires every form, with a live test.
- **Diagnostics & Fixes:** Caching, cookie and GDPR leaks found and fixed, then audited again all year.
- **Custom Reporting + MCP:** We connect the AI Connector (MCP) to your data and hand you your own AI report builder.
- **Ongoing Support:** New funnels and forms wired all year, with priority answers.

[Get the Support Package](https://utmgrabber.com/payment/?plan_id=support_v2) · [See What's Included](https://utmgrabber.com/support/)

## Get it on your own leads

1. Connect UTM Grabber to your AI with the AI Connector (MCP). Step-by-step guide: https://utmgrabber.com/mcp/connect/ (no plugin yet? Get the free plugin: https://utmgrabber.com/?signup=1&return_url=%2Fget-started)
2. Install the free Reports skill: https://utmgrabber.com/skills/utm-grabber-reports/
3. Type `/forms`, or ask in your own words.

Book a demo: https://utmgrabber.com/book-a-demo/