Contents
- The rate relates forms submitted to forms opened: it judges the form, not the ad.
- Each extra field costs completion points, but can improve qualification.
- The trade-off is settled on cost per qualified lead, not raw volume.
Definition
The form completion rate measures the proportion of opened forms that are actually submitted.
Formula
Completion rate = submissions divided by opens, times one hundred.
Worked example
Two versions of a form are tested. The short one gets 62% completion and 240 leads, of which 18% qualified. The long one gets 34% and 130 leads, of which 41% qualified. The first produces 43 qualified leads, the second 53: the long version wins, despite an almost twice-lower completion rate.
Orders of magnitude
Between 40 and 70% for a short, pre-filled native form. Below 30%, there's almost always one field too many or a poorly chosen field.
The most common mistakes
- Optimizing the rate for its own sake. Maximizing it produces unqualified volume the sales team pays for in time.
- Not testing. It's one of the rare settings where an A/B test gives a clear answer in a few weeks.
- Neglecting the context text. A sentence explaining what happens after submission noticeably changes the rate.
Where to find the metric
In LinkedIn Ads, the Form completion rate column, or by dividing leads by form opens.
Frequently asked questions
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