Enter marketing funnel data
Use started, completed, and recovered numbers to measure abandonment, recovery impact, and revenue risk.
Example data table
| Scenario | Started | Completed | Recovered | Avg Value | Gross Rate | Net Rate |
|---|---|---|---|---|---|---|
| Checkout Funnel | 1,200 | 420 | 96 | $85 | 65.00% | 57.00% |
| Lead Form | 860 | 301 | 70 | $40 | 65.00% | 56.86% |
| Free Trial | 540 | 238 | 44 | $120 | 55.93% | 47.78% |
Formula used
Gross Abandoned = Started Interactions - Completed Conversions
Net Abandoned = Gross Abandoned - Recovered Conversions
Gross Abandonment Rate = (Gross Abandoned ÷ Started Interactions) × 100
Net Abandonment Rate = (Net Abandoned ÷ Started Interactions) × 100
Recovery Rate = (Recovered Conversions ÷ Gross Abandoned) × 100
Revenue At Risk = Gross Abandoned × Average Conversion Value
Net Revenue Lost = Net Abandoned × Average Conversion Value
Cost Per Abandoned Interaction = (Traffic Cost + Remarketing Cost) ÷ Gross Abandoned
How to use this calculator
- Select the funnel type and name the traffic channel.
- Enter the reporting period for cleaner exported reports.
- Add how many users started the funnel.
- Enter completed conversions during the same period.
- Add recovered conversions from email, retargeting, or follow-up flows.
- Enter average conversion value and related marketing costs.
- Optionally add a benchmark abandonment rate and target recovery rate.
- Click calculate to view results, then export them as CSV or PDF.
Frequently asked questions
1. What does abandonment rate measure?
It measures the percentage of users who started a funnel but did not finish the intended action. This helps marketers find friction, drop-off points, and revenue leakage.
2. Why track recovered conversions separately?
Recovered conversions show how many abandoning users were brought back through remarketing, email flows, or follow-up campaigns. This reveals recovery efficiency and true net loss.
3. What is the difference between gross and net abandonment?
Gross abandonment ignores recoveries. Net abandonment subtracts recovered users from total abandoners. Gross rate shows raw leakage, while net rate shows remaining unresolved loss.
4. Can this calculator work for lead forms?
Yes. It works for lead forms, checkout flows, signups, trials, registrations, and other funnels where users begin a process and may leave before completion.
5. What should I use for average conversion value?
Use the average revenue, contract value, or expected lead value tied to one successful conversion. Pick the same valuation method across periods for fair comparisons.
6. Why include traffic and remarketing costs?
Those costs show how much budget supports the funnel and how expensive each abandonment becomes. This makes optimization priorities easier to justify financially.
7. Is a high recovery rate always enough?
No. A strong recovery rate helps, but it does not remove the need to fix landing-page friction, poor targeting, or complicated forms that cause abandonment initially.
8. How often should marketers review abandonment?
Review it weekly for active campaigns and daily during launches, promotions, or major site changes. Frequent checks make it easier to catch conversion problems early.