Fallout overview

Last update: Fri Jan 31 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

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This article documents the Fallout visualization in Adobe Analytics.
See Fallout for the Customer Journey Analytics version of this article.

Fallout visualizations provide more options to build your fallout reports. Fallout reports show where visitors left (fell out) and continued through (fell through) a predefined sequence of pages.

See Fallout visualization for a demo video.

Fallout visualizations let you

Perform side-by-side comparisons of two different segments in the same report.
Drag, drop, and rearrange funnel steps (touchpoints)
Mix and match values from different dimensions and metrics
Create a multi-dimensional fallout report
Identify where customers go immediately after falling out

Fallout displays conversion and fallout rates between each step or touchpoint in a sequence.

For example, you can track a visitor’s fallout points during a purchase process. Just select a beginning touchpoint and a conclusion touchpoint, and add intermediate touchpoints to create a website navigation path. But you can also do multi-dimensional fallouts.

A fallout visualization is useful for analyzing:

Conversion rates through specific processes on your site (such as a purchase or registration process).
General, wider-scope traffic flows: Of the people who saw the home page, this flow shows how many went on to perform a search, and then how many of them eventually went on to look at a specific item.
Correlations between events on your site. Correlations show what percentage of people who looked at your privacy policy went on to purchase a product.