Every form on every client site, down to the subfield

Every form plugin tells you that someone submitted. None of them tell you what.

Gravity Forms logs entries. CF7 saves them with Flamingo. Fluent Forms has a submissions table. But when a client asks “what are people contacting us about?” — you’re exporting a CSV, scanning message bodies, and manually tallying.

The Forms channel captures form.submitted events from inside the form plugin — Gravity Forms, CF7, Fluent Forms, Ninja Forms, WooCommerce checkout, Craft CMS forms — with subfield-level reporting that breaks down submissions by the values visitors actually choose.

From portfolio to subfield in three clicks

The channel is built as a drill-down, because that’s how the question actually arrives — “how are leads doing?” starts broad and ends specific.

Level one: the portfolio. The Forms dashboard opens with every client site you manage on one screen: total submissions month-to-date and year-to-date with deltas, form and site inventory counts, and Top Websites ranked by submission movement. A client whose lead flow dropped 40% this month is visible in the first five seconds — before they’ve noticed themselves. Next to it, Top Forms groups every form by its canonical form contract ID — Burrow’s stable identity for a form — so “the contact form” is one report with one history, sortable by volume, recency, or variance across the whole portfolio.

Level two: the site. Click into a client and the Form Performance table breaks down every form on that site: submissions this period, month-over-month movement, year-over-year comparison, and when the last submission landed. A form at −94% month-over-month jumps off the screen; a form that went quiet three days ago has a “last submission” timestamp that says so.

Level three: the form. Open any form’s report and you’re in subfield territory — the breakdown of what people actually chose and submitted, field by field. That’s the level no other agency tool reaches, and it’s where the rest of this page lives.

Subfield reporting: see what’s inside each submission

A contact form doesn’t just have a Submit button. It has a Subject dropdown. A “How did you hear about us?” field. A service-type selector. A budget range. Those fields carry operational insight that’s invisible in every other reporting tool.

The example: Client X has a contact form with a Subject dropdown — “General Inquiry,” “Sales Question,” “Support Request,” “Partnership.” In their Gravity Forms entries list, they see 142 submissions this month. That’s the number every tool gives you.

Burrow gives you the breakdown:

• General Inquiry — 67 submissions (47%)
• Sales Question — 44 submissions (31%)
• Support Request — 22 submissions (15%)
• Partnership — 9 submissions (6%)

Now the client knows that nearly a third of their contact form traffic is sales-qualified. They can staff accordingly. They can route those submissions differently. They can build a dedicated sales inquiry form if the volume justifies it.

Another example: A roofing contractor’s quote request form has a “Service Type” dropdown — “New Roof,” “Repair,” “Inspection,” “Gutter Work.” The monthly report shows 68% of requests are for repairs, not new installations. That changes how the client allocates their crew, prices their services, and targets their advertising.

This isn’t analytics in the GA4 sense. It’s operational reporting — giving clients visibility into what their website traffic is actually asking for, broken down by the fields they defined in their own forms.

Which fields can Burrow report on?

Any structured form field that has discrete values:

• Dropdowns — Subject categories, service types, location selectors, department routing
• Radio buttons — Budget ranges, timeline preferences, yes/no qualifiers
• Checkboxes — Service interests, feature preferences, multi-select options
• Hidden fields — UTM parameters, landing page source, referral tracking

The Burrow WordPress plugin captures these subfield values automatically from Gravity Forms, Fluent Forms, Ninja Forms, and Contact Form 7. You configure which fields to include — keeping operational metadata while excluding personal data per your DPA.

Form health monitoring

Subfield reporting tells you what people are submitting. Health monitoring tells you whether they’re submitting at all.

Uptime tools check if the page loads. They can’t tell you the contact form stopped delivering. The Forms channel captures events from inside the form handler — so when submissions stop, the absence is visible.

The silent failure scenario: Friday 4:12pm — A plugin auto-update runs. The CF7 mail function breaks. The form still renders. The “Thank you” message still displays. But submissions are lost.

Without the Forms channel: Monday 3pm — Client emails: “We haven’t gotten a lead since Thursday.” Four days of lost revenue. Trust erosion.

With the Forms channel: Friday 4:13pm — form.submitted volume drops to zero. Scout flags the anomaly. The developer checks the timeline, sees the plugin update at 4:12pm, identifies the conflict, and deploys a fix by 5pm. The client never knows.

Cross-CMS form normalization

A Gravity Forms submission on WordPress and a form submission on Craft CMS have the same event structure in the Forms channel. Agencies managing sites across multiple CMS platforms get unified form reporting — subfield breakdowns included — regardless of the underlying form plugin.

Integrations that feed this channel

• WordPress: Gravity Forms, Contact Form 7, Fluent Forms, Ninja Forms, WooCommerce checkout
• Craft CMS: Native form submissions
• Statamic: Form submissions
• ExpressionEngine: Form events
• Custom forms: Send events from any form handler through the Burrow API or PHP/TypeScript SDKs

How agencies use the Forms channel

Subfield analytics in client reports: Monthly digests include form submission counts broken down by subfield category. “142 contact form submissions — 44 sales inquiries (up 18%), 67 general inquiries, 22 support requests, 9 partnership inquiries.” The client sees what their website traffic is asking for.

Form health monitoring: Know immediately when a client’s forms stop delivering, instead of discovering the problem from an angry client email days later.

Operational insight for clients: The roofing contractor who sees 68% of form requests are for repairs — not new builds — makes different business decisions. The SaaS company whose demo request form shows 40% of submissions select “Enterprise” adjusts their sales staffing. Subfield data turns form submissions into business intelligence.

Conversion correlation: Pair form submission data with deploy events and CMS changes. When the marketing team asks “why did demo requests spike this month?” the timeline shows the new landing page deployed on March 3rd.

Form monitoring use case | WordPress integration | Client reporting