Q&A: What is “Abandonment Rate” in Google Analytics Goals/Funnel Section?
February 5, 2009
I was looking at the goals and noticed the abandonment rate. Is that the number of visitors that reach our entrance page and don’t proceed?
though I’ll replace where said “entrance page” with “first page of the conversion process”. They could enter on the homepage or random landing page and we might not have that defined as the funnel since they’ve not really done anything to start a conversion process. Abandonment rate is the percentage of people that start down the funnel (conversion process) but do not complete it. Its basically the exact opposite of the funnel’s conversion rate…
For example, yesterday for your Goal 1 (XXX) you had a 63% abandonment rate. If you look at the funnel for that goal you’ll see a 37% completion rate. 37 + 63 = 100%.
Abandonment can also be used to analyze dropoffs between stages in a process. For your lead gen site the funnel is pretty short. Its basically: step 1 – go to the form page, step 2 – fill out the form. For e-commerce sites though there might be 7 or 8 steps between when you add a product to your cart and ultimately check out. Its helpful b/c you can see if one step has a huge dropoff, then you fix that step and make it easier to use or what have you.