How to Segment Contacts Based on Form Views

  • Updated

You can build segments that show which contacts viewed a form, even if they did not submit it. This helps you track form interest, measure abandonment, and follow up with contacts who may still be evaluating your offer.

Quick Reference (Advanced Users) – Click to Expand
  • To segment form views, use the Behavior criteria in a Query segment.
  • Use Visited Landing Pages if your form is hosted on an Act-On Landing Page.
  • Use Visited Web Pages if your form is embedded directly on your website.
  • Classic Forms can be tracked using the Viewed Forms behavior. (Legacy only.)
  • The Act-On Beacon Tracker must be installed on your website for page views to be captured.

Try it like this: Create a segment to find contacts who viewed a form but did not submit it. 

Build two segments:

  • Viewed Form – using page-view behavior
  • Submitted Form – using form submission behavior

Then exclude submitters from the view segment to create an “Abandoned Form” audience.

Before You Begin

Tracking form views depends on where the form is hosted:

  • Act-On Landing Page – tracked using Visited Landing Pages
  • Your Website – tracked using Visited Web Pages (requires the Beacon Tracker)
  • Classic Forms – tracked using Viewed Forms (legacy)
Note: The Beacon Tracker must be installed on your site to track visits to externally embedded forms.

Track Views for Embedded Forms (Default Form Composer)

When forms are embedded on a landing page or your own website, “form views” are recorded as page views. You can segment on these views using Behavior criteria.

Steps

  1. Go to Lists and select the list you want to segment.
  2. Open the list menu and choose Create a Segment.
  3. Name your segment.
  4. Select the Query segmentation method.
  5. Set the first condition:
    • Criteria: Behavior
    • Behavior type: Visited Landing Pages or Visited Web Pages
    • Select the page where your form is located.
    • Choose a time window (for example, in the last 30 days).
  6. Choose All of These if selecting multiple pages.
  7. Click Save.

Legacy: Classic Form Views

Classic Forms are hosted on standalone URLs and can be segmented using the Viewed Forms behavior. This option applies only if your account still uses Classic Forms.

Show Classic Form Instructions

To segment contacts who viewed a Classic Form:

  1. Go to Lists and select the list you want to segment.
  2. Select Create a Segment.
  3. Name your segment.
  4. Choose the Query method.
  5. Add a rule:
    • Criteria: Behavior
    • Behavior type: Viewed Forms
    • Select the Classic Form(s).
  6. Select a time window.
  7. Click Save.

Best Practices

  • If the form is on your website, confirm the Beacon Tracker is installed before testing.
  • Use abandonment segments for targeted reminder or nurture campaigns.
  • Name segments clearly so it’s easy to reuse them (e.g., “Viewed – Pricing Request Form”).

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