How to Use This Tool
Put each stage loss on the downstream conversion and order-value denominator. Estimate revenue opportunity lost at three funnel stages from sessions, stage rates, purchase rate and order value.
The decision this tool supports
Raw drop-off counts overvalue the top of a funnel because not every recovered visitor would survive the remaining steps. This page keeps the decision bounded to largest stage opportunity and the supporting outputs shown beside it. Funnel Drop-Off Cost does not import an account, infer a market rate, or silently substitute an industry average.
Inputs and units
The Funnel Drop-Off Cost calculation uses Starting sessions, Session to product-view rate, Product-view to cart rate, Cart to purchase rate, Average order value. Keep all money values in one currency and all time, distance, mass, energy or volume entries in the unit printed beside the field. Mixing Funnel Drop-Off Cost scopes can produce a plausible number with the wrong meaning.
- Starting sessions is entered in sessions.
- Session to product-view rate is entered in %.
- Product-view to cart rate is entered in %.
- Cart to purchase rate is entered in %.
- Average order value is entered in currency.
Formula and worked check
Each stage opportunity multiplies users lost at that stage by the observed downstream conversion rates and average order value. With 100,000 sessions, 40%, 25% and 50% stage rates and $80 AOV, view-to-cart is the largest modeled opportunity at $1,200,000. The Funnel Drop-Off Cost default is an executable known-answer case, not a benchmark or recommendation. Change one input and verify that the direction of largest stage opportunity still matches the stated relationship.
How to interpret the result
The largest modeled stage is a diagnostic priority, not guaranteed revenue; validate tracking and run an experiment before assigning the full amount to a fix. The additional Funnel Drop-Off Cost outputs expose the denominator, comparison, capacity or reverse value needed to audit the primary result instead of presenting one unexplained number.
Assumptions
- Stage rates are conditional and use the same cohort.
- Average order value is measured on completed purchases.
- Recovered users are modeled with current downstream rates.
Save the Funnel Drop-Off Cost input values and date with any material decision. A later Funnel Drop-Off Cost rerun is reproducible only when the same assumptions and units are available.
Limitations and safety boundary
The model assumes observed downstream rates apply to recovered users and excludes margin, refunds, attribution, repeat purchases and statistical uncertainty. Funnel Drop-Off Cost is an estimate and cannot replace a contract, local code, licensed professional, calibrated measurement, lender statement or platform report where one governs the decision.
Source and privacy
The Funnel Drop-Off Cost definition or rule was checked against Google Analytics Help — Funnel exploration on 2026-08-26. Recheck Google Analytics Help — Funnel exploration when a specification or policy behind Funnel Drop-Off Cost can change. Funnel Drop-Off Cost arithmetic runs in this browser tab; ecech does not receive the values through a calculation API.
Sources & assumptions
Tool Spec v2 · verified 2026-08-26. Platform rules and fees can change; the editable inputs remain authoritative for your account.
Official references
- Google Analytics Help — Funnel exploration (checked 2026-08-26)
Model assumptions
- Stage rates are conditional and use the same cohort.
- Average order value is measured on completed purchases.
- Recovered users are modeled with current downstream rates.
- The model assumes observed downstream rates apply to recovered users and excludes margin, refunds, attribution, repeat purchases and statistical uncertainty.
