Use this as the canonical definition for conversion and drop-off rates.
How to find where users drop off
- Compare each step’s session count in the right-hand funnel window.
- Calculate step drop-off as previous step minus current step.
- Prioritize the largest absolute drop-off first, then inspect related paths.
Core formulas
- Product interest rate = product-interest sessions / all sessions
- Cart rate = cart sessions / all sessions
- Checkout rate = checkout sessions / all sessions
- Purchase rate = purchase sessions / all sessions
- Checkout → Purchase = purchase sessions / checkout sessions
Interpretation: strong product interest + weak cart rate usually points to PDP friction; strong cart + weak checkout usually points to checkout handoff friction.
Open Conversion tab
Open Signals conversion ladder