Q&A: What is “Abandonment Rate” in Google Analytics Goals/Funnel Section?

February 5, 2009

Question:

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?

Answer:

Yes…

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.

2 Responses to “Q&A: What is “Abandonment Rate” in Google Analytics Goals/Funnel Section?”


  1. Thanks for the post Jon. I’ve been working on abandonment rates for a couple of my clients that last few weeks. Client #1 had a 50% shopping cart abandonment rate. We made a few changes and fix the shipping rates and the abandonment rate dropped to 34% within a few days.

    Most small business owners and SEO shops don’t even think of setting goals and tracking the abandonment rate. It’s much easier to complete a sale to a customer on your page than go find a new one.

    In closing… set-up goals and track them!


  2. Great post Jon. Focusing on improving one’s conversion rate is equal to reducing one’s abandonment rate. Solid.


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