GrowingAlgo Tracking & Analytics · Measure
Funnel Drop-off Calculator
Drop-off is where people leave: one minus (next step ÷ this step). You fix the biggest leak first. A blended conversion rate hides it.
The tool
Try it here
Use this when you have counts at each step of a path: landing, form start, form submit, thank-you. Same campaign, same dates.
Why it helps
Why you need a Funnel Drop-off Calculator
A 50% drop from landing to form start is a message or UX problem. A 50% drop from form start to submit is the form.
Counts must be sequential unique people or sessions - pick one and keep it.
Paid paths should use the campaign you named. Mixing organic checkout with google-in-demo-exact-2026q3 hides the leak.
When
When to use it
- CPA rose and conversion rate on the last step fell.
- When you added fields to a form.
- When mobile conversion is worse and you need the step that broke.
How
How to use it
- 1Enter the count at each step, in order.
- 2Drop-off at a step = 1 − (next ÷ current).
- 3Highlight the largest drop. That is the first fix.
- 4After you change that step, rerun the same window definition next week.
Example
Example: Acme demo form path
google-in-demo-exact-2026q3. Landing visitors - form start - form submit (demo booked).
You put in
- Landing
- 1,250
- Form start
- 200
- Submit
- 25
You get
Landing - form start: 200 / 1250 = 16% through, 84% drop Form start - submit: 25 / 200 = 12.5% through, 87.5% drop
Both drops are large. The form-start-to-submit cliff is worse. Shorten the form before you buy more clicks. The landing page analyzer still matters if people never start the form.
Result
What this changes for you
The next experiment has a target step. You stop rewriting the ad when the form is the cliff.
Common mistakes
- Pageviews at step one and users at step two.
- Skipping a step so drop-off looks smaller.
- A thank-you page that fires twice and looks like a miracle.
- Fixing the ad creative when the leak is the last form field.
FAQ
Funnel Drop-off Calculator FAQ
What does a funnel drop-off calculator show?
How many people leave between each step. You enter counts in order and see the biggest drop so you know what to fix first.
How is a funnel drop-off calculator different from a funnel calculator?
The funnel calculator is stage conversion (visitors, leads, customers). Drop-off is the leave rate between finer steps, like form start to submit.
What counts should I put in a funnel drop-off calculator?
The same unit at every step: users or sessions, not a mix. Same campaign and dates. Sequential steps only.
Can a funnel drop-off calculator use Google Ads conversions?
Use on-site step counts when you can. Ads conversions are often only the last action. They will not show a form-start cliff.