Two form analytics tools, and where they part ways
What Zuko does well
Zuko is a dedicated form analytics platform from Manchester. It started in 2014 as Formisimo and relaunched under the Zuko name in 2019, so it has been measuring forms for more than a decade. Like Exatom, it looks inside the form rather than at the page around it: which field prospects abandon, how long they spend in it and how often they go back to change an answer.
Zuko does that well. Its field returns show where prospects get stuck and come back, split between those who abandon and those who complete. Custom attributes let you push your own data into every report, from the traffic source to the variant of an A/B test running in Optimizely or Convert. A funnel builder groups a long form into steps. Customer success is part of every plan, and Zuko publishes free benchmark data by industry and form type on its website.
If you only need to know where prospects abandon, Zuko gives you a solid answer. The differences start with how much of your traffic it sees, and with what happens after you find the problem.
Consent decides how much you see
This is the clearest difference in how the two tools work. Zuko sets a first-party cookie, zukoVisitorId, that lasts a year, and its cookie statement leaves the consent for that cookie to you. Where your privacy rules require consent, Zuko runs behind your consent banner, and every visitor who declines drops out of your form data.
That gap is not random. It tilts your sample towards the visitors who accept cookies, and a friction point that hits the others stays out of sight.
Exatom works without cookies and without personal data. It runs outside the consent layer and counts close to every visitor. To be fair to Zuko: this is about coverage, not about carelessness with data. Zuko does not store what prospects type, keeps no IP addresses and hosts its data on AWS in Ireland. It does state that it is not ISO 27001 certified. Exatom is.
One tag, or tags per form
The two tools also start differently. In Zuko you add each form in the app, then place a tracking tag that points at that form and a completion tag that fires when it is submitted, directly or through Google Tag Manager. Error messages come in as custom events that your site sends when its validation fires. With one form, that is quick. With a quote form on every model page and a checkout in four languages, it is a list of tags to keep in step with every release.
Exatom needs one tag on every page. It finds every form and field by itself, merges the same form across pages into one report and captures every validation message without extra code. You pick the forms you want in your reports and rename raw field names to labels your team recognises.
Form analytics can be quite complex to implement properly on a Single Page Application, especially when it comes to tracking step-by-step behavior without full page reloads. Exatom has managed to overcome those challenges. As a result, we’re finally able to collect clean, reliable data on our checkout and registration flows which gives us much more confidence in our optimization decisions.
Ruben van den Brink
Head of CRO, review on G2
Where the field metrics differ
On the basics the two tools match: views, starts, completions, abandons, failed submits, drop-off per field, time per field and field returns. Both split the numbers by device, browser and traffic source.
Exatom adds detail where a field fails. It captures every error message per field and per device without extra setup. It shows which fields the browser fills in by itself and which it misses, where Zuko records whether autofill was used on the form as a whole. It reports hesitation, the pause before a prospect starts on a field, as a metric of its own. And it puts each form next to the same form type in your sector, per device, live in your dashboard.
Session replay and AI, included or extra
Both tools link session replay to the form data. Zuko lets you filter replays by drop-off point, field, returns and time spent. Exatom opens the replays behind a metric in one click, records every session and ranks them by Friction Score, so the prospect who struggled most is at the top of the list.
The difference is in the plan. In Zuko, session replay is an add-on with its own price on every plan. Zuko’s AI report comes with it: once a month it looks at 100 sessions at each of the two biggest drop-off points and suggests what to test. In Exatom, replay is part of Growth, from €79 a month, and Eureka, the AI CRO assistant you can ask about any form at any time, is part of every plan, the Free plan included. It answers from your live data, with the number attached, and ranks the fixes by impact.
From finding friction to fixing it
This is where the two tools part ways. Zuko shows you the friction and helps you understand it: its customer success team recommends changes and its consultancy can review a form. Making the change is work for your developers, and on many sites a form change waits for a sprint.
Exatom fixes the form from the dashboard. Smart Nudges show a short message beside a field at the moment a prospect hesitates or hits an error. Autofixes correct technical friction, such as a numeric field that opens a full keyboard on mobile or a missing autocomplete attribute. Both go live through the tag already on your site once you approve them, and both are A/B tested against a control group, so you know what a fix added before you keep it.
Exatom also watches your forms when you are not looking. It learns a baseline per form, per hour and per day, and sends an email alert when conversion drifts. Zuko sends hourly email alerts on completion and abandon rates, against thresholds you set.
Which one fits your forms
Pick Zuko if you want pure form analytics with a hands-on customer success team, you are happy to set up each form, and your developers have time for the changes the data points to.
Pick Exatom if your forms and checkouts carry real revenue and you want the full picture: close to every visitor without cookies, every form found by one tag, every session recorded next to the metrics, and fixes that go live without a developer. Start with the Free plan and see where your prospects abandon.
