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Abandonment Rate Is a Useful Metric, So Define Your Goals with Funnels

Abandonment Rateview at full size

Abandonment is calculated only for goals with funnels.

Everyone understands funnels, and everyone understands abandonment.

Since a significant part of our role as analytics is to communicate data – to others in our organization, to clients, and to ourselves – in a way that is clear and meaningful, we should define funnels on top of our Destination goals so Google Analytics can fully populate the user-friendly Funnel Visualization and Goal Flow reports and also calculate the emotionally resonant Abandonment Rate metric.

The more visual and emotional we can make our data, the more effectively we can demonstrate the need for, and the benefits of, optimization of key user interactions on our websites.

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