Key takeaways
- A form open counts the people who clicked to open the native form, before any submission.
- The gap with submissions gives the completion rate, which judges the form itself.
- A high volume of opens with few submissions signals a form that's too long or too intrusive.
Definition
Form opens count the displays of the native form after a click on the ad, independent of its submission.
Worked example
A campaign records 620 opens and 190 submissions, so 31% completion. The form asks for eight fields including the phone number. Cutting it to four fields with no phone, completion rises to 58%: the lead volume doubles without a euro of extra budget.
Orders of magnitude
Pre-filled native forms often reach 40 to 70% completion. Below 30%, the form asks too much, or asks badly.
The most common mistakes
- Tracking only submissions. Without opens, you don't know whether the problem is the ad or the form.
- Adding fields to qualify without measuring the cost. Each extra field drops completion.
- Comparing a native form to a site form. The first is pre-filled, the second isn't: the rates aren't comparable.
Where to find the metric
In LinkedIn Ads, the Form opens column, with Completion rate. In Meta, lead-generation campaigns expose equivalent metrics.
Frequently asked questions
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The Adwise team connects Google Ads, Meta Ads, LinkedIn Ads, GA4 and Search Console so agencies and freelancers can run their campaigns from a single place.