Fallout overview

Last update: June 27, 2025

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Visualizations

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

A Fallout visualization shows where persons 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.