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This module assumes you have one or more things and you want to gate access to those things behind forms that create a RedHen Contacts. Beyond that, it also lets you track conversions (form submissions) on a thing-by-thing and contact-by-contact basis. It also lets you define your own segments for further analysis.
This project is meant to act as a replacement of the traditional fields API with the more advanced and ser friendly Form Builder module with drag and drop interface of the fields.