Library · Traffic · How to run this
Mid-funnel exits strand AOV
A funnel step can leak before checkout. Drop % = exits ÷ step views. Stranded $ = exits × AOV. Type step views, exits, and AOV $.
Pair: Funnel step drop on Traffic. Kill score: campaign kill. Post-checkout: upsell decline.
What you type
Step views — sessions / views that hit this mid-funnel step in the window.
Exits — of those, how many left before the next step (or checkout).
AOV $ — average order value you use to price stranded demand on that step.
Drop % = exits ÷ step views. Stranded $ = exits × AOV. Fix the step when stranded $ is material — do not invent a drop chip.
What not to do
Do not invent a drop percent. Do not mix checkout declines into mid-funnel exits. Do not treat pageviews from bots as step views without filtering. Do not ignore AOV when comparing two steps.
Related: Traffic, campaign kill score, upsell decline, test decision log.
Procedure
- Type step views and exits for the step.
- Type AOV $ for stranded value.
- Fix the step when stranded $ is material.
Failure modes
- Inventing a drop percent.
- Mixing checkout declines into mid-funnel exits.
- Ignoring AOV when comparing steps.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Funnel step drop
- Exits on a mid-funnel step ÷ step views. Stranded $ = exits × AOV.
Work with us — We run this job on your accounts. Services
FAQ
- Is this campaign kill score?
- Related kill. [Campaign kill score](/manuals/campaign-kill-score) scores spend vs settled. This page is one funnel step’s exit share and stranded $.
- Is this upsell decline after frontend?
- Related drop. [Upsell decline](/manuals/upsell-decline-after-frontend) is post-checkout attach. This page is pre-checkout step exit.
- What drop percent should I invent?
- None. Type exits and step views from the funnel export for that step.