This article documents the Fallout visualization in
See Fallout for the
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This video demonstrates the functionality using Adobe Analytics. However, the functionality is similarly available in Customer Journey Analytics. Be aware of the differences in terminology between Adobe Analytics and Customer Journey Analytics (for example visits versus sessions).
Fallout visualizations let you:
- Perform side-by-side comparisons of two different segments in the same report.
- Drag and 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 person’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.
Choose between Fallout, Flow, and Journey canvas visualizations
The Fallout visualization has similarities with the Flow visualization and the Journey canvas visualization.
Understand the differences
Various visualizations in Customer Journey analytics are designed to analyze the journeys you provide to your customers.
Use the following information to choose the visualization that best meets your needs.
Combines predefined and exploratory analysis. The eventual path is used when using predefined nodes on the path (visitors are counted as long as they eventually move from one predefined node to the other). The immediate (not eventual) next nodes can also be shown by showing the top nodes based on existing nodes.
The path can be an eventual path or can be constrained to the next touchpoint
Combines predefined and exploratory analysis. The eventual path is used when using predefined nodes on the path (visitors are counted as long as they eventually move from one predefined node to the other). The immediate (not eventual) next nodes can also be shown by showing the top nodes based on existing nodes.
Allows you to right-click and view immediate fallout in a Freeform table.
Exploratory analysis only. Always within one dimension instance between nodes. This means that each node shows the immediate (not eventual) next touchpoint along the path.
Shows for both predefined and exploratory journeys.
Shows predefined journeys
Shows for exploratory journeys
Yes
Any metric, including calculated metrics.
Yes
Perform side-by-side comparisons of two different segments in the same report.
Open journeys from Journey Optimizer for deeper analysis and customization.
When to use Fallout
Both Fallout and Journey canvas visualizations are 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 visited the home page, this flow shows how many performed a search. And then how many of them eventually looked 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.
Fallout visualizations are best suited for:
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Fallout analysis involving journeys with a predefined sequence of pages and a single entry point and path. (Use Journey canvas for journeys with multiple entry points and paths.)
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Journeys where you need to perform side-by-side comparisons of two different segments in the same report.
Use the table above to understand the differences between Journey canvas, Fallout, and Flow visualizations.