Analytics
2.3K members online now
2.3K members online now
Learn how to set up goals and Ecommerce tracking, verify accuracy of attribution traffic sources, and discuss funnel visualization, Multi-Channel Funnels, the Goal Flow Report, and Enhanced Ecommerce
 
Guide Me
star_border
Reply

What drop-off do Enhanced Ecommerce funnels show for skipped steps?

NA
Visitor ✭ ✭ ✭
# 1
NA
Visitor ✭ ✭ ✭

Traditional goal funnels will auto-complete any previous steps, does Enhanced Ecommerce do the same?

 

Example checkout session:
Step 1: Login (step sent to GA)
Step 2: Shipping/Billing (step sent to GA)
Step 3: Personalization (skipped by customer, not sent to GA)
Step 4: Confirmation (step sent to GA)
Step 5: Thank you (step sent to GA)

Will Google Analytics show any drop-off for this session on the skipped step, Step 3, or will set the drop off for that step to 0% automatically?

1 Expert replyverified_user

Re: What drop-off do Enhanced Ecommerce funnels show for skipped steps

Top Contributor
# 2
Top Contributor
Hi,

at least the document does not imply so and I'm leaning towards that it doesn't since Goal Flow does not do the back filling. (I see Goal Flow as evolved Funnel visualization...)
--
To make bad day worse, spend it wishing for the impossible

Antti Nylund, Google Analytics Top Contributor
Did my answer solve your issue? If yes, please mark it as the ‘Best Answer.’ Otherwise keep on asking.

Re: What drop-off do Enhanced Ecommerce funnels show for skipped steps?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
In our tests, skipped steps in ecommerce checkout funnels do NOT impact the abandon % rates for that step (in red) but they do impact the step-to-step transition rates (the grey arrows and slopes in between steps).

Let's see what this would look like.

1 Session (Skipping Step 3)
-----------------------------------------------

Dropoff Rates (red percentages):
Step 1: 0% (completed)
Step 2: 0% (completed)
Step 3: 0% (skipped) *** IMPORTANT ***
Step 4: 0% (completed)
Step 5: 0% (completed)

Transition rates:
Step 1 -> Step 2: 100% (completed)
Step 2 -> Step 3: 0% (skipped) *** IMPORTANT ***
Step 3 -> Step 4: 100% (completed)
Step 4 -> Step 4: 100% (completed)

Now let''s look again where one person skips and another person completes that optional step.

2 Sessions (One Completed Step 3, One Skipped Step 3)
-----------------------------------------------
Dropoff Rates:
Step 1: 0% (2 completion)
Step 2: 0% (2 completion)
Step 3: 0% (1 skip, 1 completion) *** IMPORTANT ***
Step 4: 0% (2 completion)
Step 5: 0% (2 completion)

Transition rates:
Step 1 -> Step 2: 100% (2 completion)
Step 2 -> Step 3: 50% (1 skip, 1 completion) *** IMPORTANT ***
Step 3 -> Step 4: 100% (2 completion)
Step 4 -> Step 4: 100% (2 completion)