Form Tile

Form Tiles render an author-defined form and emit a drop-off funnel to product analytics. They render on two surfaces and emit the same events on both:

• Embed — the form embedded in an Imprint via the Web SDK.
• Standalone — the form rendered as a dedicated public page.

Every form event carries a form_surface property (embed or standalone) so the two surfaces can be segmented. A form moves through up to three screens — intro (optional), content (the fields) and final (confirmation) — and the events map onto those transitions plus the submit outcomes. All events fire client-side only.

Common properties

These properties appear on every form event:

Property	Type	Notes
tile_id	String	The Form Tile id. Primary per-form identifier.
form_surface	String	embed or standalone.
form_tag_analytics	String	Present only when the Tile has an author-set analytics tag.

Surface-specific additions:

• Embed events also inherit the Imprint super-properties on the Web SDK client, including imprint_id and team_id (team_id is embed-only).
• Standalone events also carry form_slug (the public page slug), and the page emits $pageview and $pageleave.

No user-entered values are ever sent. Payloads are a fixed allowlist of field metadata only — never field contents, including no answer values.

Events captured

Event Name	Definition	Frequency
form_intro_viewed	Intro screen renders. Only emitted if the form has an intro screen.	Once per visit
form_viewed	Content/fields screen renders. The funnel denominator — fires for both intro and intro-less forms.	Once per visit
form_started	First field loses focus, regardless of whether a value was entered.	Once per visit
field_filled	A field is completed: text/email/date on blur with a value; checkbox/choice on change; media on upload complete.	Once per field
form_submit_blocked	Submit is blocked client-side before any mutation runs. Carries reason.	Per attempt
form_submitted	Submit mutation resolves successfully.	Per success
form_submit_failed	Submit mutation rejects (server or network error).	Per failure
form_completed	Final/confirmation screen renders. Roughly 1:1 with form_submitted on the happy path.	Once per visit
form_resubmitted	Visitor starts a second pass via the resubmit action. The once-per-visit view events do not re-fire.	Per resubmit

Event-specific properties

field_filled adds, in addition to the common properties:

Property	Type	Notes
field_id	String	The field id.
field_type	String	For example text, email, date, checkbox, choice or media.
field_label	String	The field's author-defined label.
field_required	Boolean	Whether the field is required.
field_position	Numeric	The field's index/position in the form.

form_submit_blocked adds:

Property	Type	Allowed values
reason	String	missing_required, invalid_email, media_uploading or empty_form

Reading the funnel

The primary drop-off funnel is:

form_viewed → form_started → field_filled (per field) → form_submitted

Segment by form_surface, tile_id or form_slug, and form_tag_analytics. Submit failures, client-side blocks and silent abandonment are distinguishable through form_submit_failed, form_submit_blocked and the absence of form_submitted.

Measurement caveats:

• form_started and field_filled rely on blur, so autofill or Enter-to-submit without a blur can under-count.
• The funnel localizes drop-off to the last completed field, not the last reached field — a focused-but-empty field emits nothing.
• An embed Frame reopen (remount) re-fires the once-per-visit events; dedupe is in-memory per mount.

Example event: field_filled

{
  "event": "field_filled",
  "properties": {
    "tile_id": "f1eb9c2b-18a1-4662-99db-2257eb04a93e",
    "form_surface": "embed",
    "form_tag_analytics": "summer-campaign",
    "field_id": "3a3c1c63-84bd-4d60-a84a-c0ee909a7397",
    "field_type": "email",
    "field_label": "Email address",
    "field_required": true,
    "field_position": 2,
    "imprint_id": "61230f17-7270-4c3d-9b61-ce7eb34fc3a3",
    "team_id": "0726f717-11e5-49fd-9429-eba253cccb95"
  }
}