Adobe Analytics Fallout Reports: Complete Analysis Workspace Tutorial

Fallout reports in Adobe Analytics Analysis Workspace are essential for understanding conversion funnels and identifying where users drop off in their journey. This tutorial covers everything from basic fallout creation to advanced techniques for funnel optimization.

What is a Fallout Report?

A fallout report (also called funnel analysis) visualizes the conversion rate between sequential steps in a user journey. It shows:

• Conversion Rate — Percentage of users completing each step
• Drop-off Points — Where users abandon the journey
• Funnel Health — Overall path efficiency

         Fallout Visualization Example
         ═══════════════════════════════
         
         Homepage              100,000 visitors (100%)
              │
              ▼
         Product Page           45,000 visitors (45%)
              │                    ◄── 55% drop-off
              ▼
         Add to Cart            12,000 visitors (12%)
              │                    ◄── 73% drop-off
              ▼
         Checkout                8,000 visitors (8%)
              │                    ◄── 33% drop-off
              ▼
         Purchase                5,000 visitors (5%)
                                   ◄── 37% drop-off

Creating a Basic Fallout Report

Step 1: Add Fallout Visualization

1. Open Analysis Workspace
2. In the left panel, find Visualizations
3. Drag Fallout onto your panel
4. A blank fallout visualization will appear

Step 2: Define Touchpoints

Touchpoints are the steps in your funnel. Add them by:

1. Drag a dimension value (e.g., page name) to the "Add Touchpoint" dropzone
2. Repeat for each step in your funnel
3. Touchpoints can be pages, events, or dimension values

Step 3: Configure Settings

Click the gear icon to access fallout settings:

Fallout Container Options

Visitor Container

Tracks fallout across multiple visits:

• User sees homepage on Monday
• User adds to cart on Wednesday
• User purchases on Friday
• Result: Counted as completing the funnel

Visit Container

Tracks fallout within a single session:

• All steps must occur in one visit
• More strict measurement
• Better for immediate conversion paths

Hit Container

Tracks fallout within sequential hits:

• Steps must be consecutive page views
• Most strict measurement
• Good for form completion analysis

Advanced Fallout Techniques

1. Segment Comparison

Compare fallout between different user segments:

1. Create your fallout visualization
2. Drag a segment onto the fallout panel
3. Add another segment to compare
4. View side-by-side conversion rates

2. Fallout After Touchpoint

Analyze where users go after dropping off:

1. Right-click on a touchpoint
2. Select "Fallout after this touchpoint"
3. See top pages/actions after drop-off

3. Using Segments as Touchpoints

Create complex touchpoint criteria:

• Users who viewed 3+ products
• Users from paid search who signed up
• High-value customers who made repeat purchases

4. Combining with Flow Visualization

Use Flow to understand paths to/from touchpoints:

1. Right-click on any touchpoint
2. Select "Create Flow from this touchpoint"
3. Analyze entry/exit paths

Common Fallout Analysis Use Cases

E-commerce Checkout Funnel

Classic conversion funnel:

1. Product Detail Page
2. Add to Cart
3. Cart Page
4. Checkout Start
5. Shipping Info
6. Payment Info
7. Order Confirmation

Lead Generation Funnel

1. Landing Page
2. Form Page View
3. Form Start (first field interaction)
4. Form Complete
5. Thank You Page

Content Engagement Funnel

1. Article Page View
2. Scroll to 50%
3. Scroll to Bottom
4. Related Article Click
5. Newsletter Signup

Optimizing Based on Fallout Data

Identifying Problem Areas

• High drop-off at checkout: Check for UX issues, form complexity
• Product to cart drop-off: Review pricing, product info quality
• Cart abandonment: Analyze shipping costs, payment options

A/B Testing Opportunities

Use fallout insights to guide testing:

• Test simplified checkout flows
• Test different CTAs at drop-off points
• Test form field reduction