Using and Interpreting the Adobe Analytics Fallout Visualization

Using and Interpreting the Adobe Analytics Fallout Visualization: Identifying a particular visitor journey and knowing where visitors drop off or possibly convert will help identify potential problems and points of pain, enhance user experience and have a positive impact on business metrics.

Adobe Analytics Workspace’s Fallout visualization provides the business user with a range of insights. Comprehension of these visualizations will tell you a lot about your users and provide feedback to boost conversion. However, the key is to ensure that you accurately interpret the data.

Let’s walk through how Fallout Visualization results can be correctly designed and viewed in Adobe Analysis Workspace.

Answering Business Questions with Fallout Visualizations

There are many reasons why analytics and data will help you improve your business — from revealing layout insights to solving business problems. Here are a few examples of questions that can be answered with the Fallout visualization:

  • Are visitors going through the expected steps to conversion? If not, where are they getting hung up?
  • In a single hit, do visitors get to each step or just eventually?
  • Is there a higher than normal drop off of any pages in my conversion flow?
  • For multiple visits, are people coming back to convert?
  • Are more customers taking X path to conversion or Y path to conversion?
  • Do my mobile and desktop visitors have the highest fallout on the same page? Or are these two segments behaving differently? Do certain pages need additional optimization to enhance the mobile experience and encourage mobile conversion?

As you can see, the possibilities are almost endless!

How to Build a Fallout Visualization in Workspace

In the Visualization panel in Adobe Workspace, drag the Fallout visualization onto a Freeform table.

Visualization Panel in Adobe Workspace

Now, drag specific pages or events onto your Fallout from the Components panel in the order you want to set. This may look like Product View, Cart, Payment, and Confirmation for an eCommerce retailer.

screen grab dragging specific pages from the components panel onto your Fallout

The Fallout visualization can be completely personalized to reflect the path you want to examine. Keep in mind that the selected pages or events and the order in which they are placed are important.

Your Fallout will only look at visitors who took the specific journey you specified in your Fallout.

Here are a few helpful things to note before getting started. Interpreting the Adobe Analytics Fallout Visualization.

Your Fallout is set to a Visitor’s view by default. By selecting the gear icon at the top right of your visualization you can change this to Visit level.

image showing the Fallout defaulting to Visit view

Therefore, the default for your Fallout is “Eventual Path between steps. It means you’re looking at visitors that eventually made it to the next level (within a single visit, potentially).

You can choose the caret next to Eventual Path and switch to Next Hit. This will significantly reduce your inclusions, often taking your inclusion category down to zero if the next move can not be done in one hit. For most cases the eventual path is recommended.

image showing Fallout defaulting to eventual path between steps

Within a single step, you can create an “Or” statement by dragging multiple pages or events in the visualization to the same line.

image showing how to create an or statement by dragging multiple pages or events onto your fallout
"Example "Or" Statement"

On top of All Visitors / All Visits at the top left of your visualization you can drag segments (like device) to see the Fallout broken out by those segments. Each segment is visible in a different color.

image showing how to drag segments (like device) on top of All Visitors/All Visits at the top left of your visualization to view the Fallout broken out by those segments
example of Fallout broken out by segment

Dive into fallouts by right-clicking the chart to trend breakdown, or at any point build a segment.

Dive into specific fallthroughs or fallouts by right-clicking on the graph to trend, breakdown, or create a segment at any point.

Remove the All Visitors/All Visits bar entirely using the gear icon at the top right.

image showing how to remove all visitors/all visits

How to Interpret the Fallout Visualization in Workspace

Interpreting the Adobe Analytics Fallout Visualization. It can be difficult to view the Fallout visualization in Adobe Workspace if you are new to it. An inaccurate interpretation will distort the conclusions that you are presenting to the top management, so let’s get that straight.

example of fallout visualizations

Our first green bar shows 100 percent. This tells us that 100 percent of visitors fall into the grouping of “All Visitors.” Easy so far!

The second green bar, to the right of Product View, shows 19.1 percent. This is the percentage of All Visitors who reached Product View page.

The third green bar is where things starts getting complex. Right below Cart, we see 51,873 visitors. 51,873 visitors made it to a Product View page and then eventually to Cart.


(If it’s possible to get to Cart without passing through a Product View page, then 51,873 will not be equal to the total amount of visitors who viewed the Cart page.). 51,873 divided by the All Visitors number of 469,908 gives us 11 percent.

The fourth green bar, to the right of Payment, has a value of 8.2 percent. 38,461 visitors made it to this page after first going through a Product View page and then the Cart page. 38,461 represents 8.2 percent of All Visitors.

The fifth green bar, to the right of Confirmation, has a value of 5.8 percent. 27,381 visitors made it to this page after first viewing a Product View page, Cart page, and then Payment page. This represents 5.8 percent of All Visitors.

Maybe the “touchpoint” figures are more informative than these percentages of total success on the green bars. Hover over each of the bars to see these percentages.

image showing touchpoint percentages

As mentioned above, the “total success %” for the Payment page is 8.2 percent. 8.2 percent of all visitors who first saw a Product View page, and then the Cart page, then saw the Payment page. The “touchpoint %,” however, is 74.1 percent.

Touchpoint percentages are percentages of the previous step.

So rather than dividing 38,461 by our All Visitors number of 469,908, we divide it by just those visitors who made it to the Product View page and then the Cart page (51,873).

Total Success %: # of visitors (or visits) who made it to a certain step in a specified journey/All Visitors (or All Visits)

Touchpoint %: # of visitors (or visits) who made it to a certain step in a specified journey/# of visitors (or visits) who made it to the previous step in the specified journey

Remember that the stage immediately following All Visitors (in our instance, Product View) will have a percentage of total success and a percentage of touchpoint that is the same. This is because the previous bucket is the All Visitors (or All Visits) bucket.

Now that you understand the touchpoint figure, the percentages shown on the gray bars will make much more sense. When we look at the bar for Payment, you might expect the number in green (8.2 percent) and the number in grey (25.9 percent) to add up to 100 percent. Spoiler Alert: They don’t. The number in grey is the Fallout, the namesake of our beautiful visualization! The fallout percent + the touchpoint percent = 100 percent.

In the last example of the Payment page, we saw that 74.1 percent of visitors who went through our desired journey (Product View → Cart → Payment) eventually made it to the Confirmation page. 25.9 percent of people who visited the Product View page, the Cart page, and then the Payment page did not make it to the Confirmation page. We had a fallout of 25.9 percent in this step.

Troubleshooting Your Fallout Visualizations

So now, you may be asking yourself, “Why doesn’t my final success percentage equal my conversion rate?”

We recommend asking yourself the following questions:

  • How are you calculating conversion? If it’s orders/visits and your fallout chart is based on visitor, you’re not comparing apples to apples.
  • Is it necessary to take all the steps in your fallout to reach your final step? Can anyone get to the final step without first hitting all of these touchpoints? If so, your final success percentage will not equal your site conversion.
  • Have you selected “Eventual Path” or “Next Hit” between steps? If you’ve selected “Next Hit” between any two steps, you’ve likely excluded some visitors/visits.

It’s all right for your percentage of final success not to reach your conversion rate! Just understanding why it isn’t is important.

Make Data-Driven Adjustments with Fallout Visualizations

We hope you will now feel more comfortable using Adobe Analysis Workspace’s Fallout visualization. This highly customizable feature can help you understand your customer journey and allow you to make data-driven settings by first tackling the funnel steps with the highest drop-off rates.

Thank You 🙂

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