What is the term used to describe the percentage of users that don't continue in a flow?

For example, if only 50% of users go from the login screen to the profile screen, what do you call that?

2 Answers 2


It depends on the context, but these are often used interchangeably.

A few options are:

  • bounce rate (if initial page)
  • drop-off rate (not initial page)
  • exit rate (not initial page)
  • abandonment rate (specific to e-commerce)

More on the distinctions (from a web analytics standpoint) on:

  • 1
    I'd like to add exit rate Apr 24, 2014 at 8:34
  • Thanks for the suggestion Paul! I added it to the answer.
    – SwankyLegg
    Apr 24, 2014 at 16:13

There are definitely a lot of terms for it and it really depends on the context.

In many cases you have a new user funnel. There may be a certain step that you may consider that user an customers, player (if a game), etc. That would be the conversion rate.

If you don't have a flow and you have users coming to the page and leaving immediately, that would often be referred to as the bounce rate.

If you have a custom flow as you are describing. This is often called the drop-off rate.

In some flows, especially if dealing with subscriptions (mobile / social apps included) this would be considered as the churn rate as users leave and never come back / remove the app.

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