Flow Drop-off

Flow drop-off is the share of users who, at a node of a flow diagram, leave the path at that point instead of continuing.

This metric is the flow-based counterpart of funnel drop-off, with one important difference in the denominator: the denominator is not the whole flow's entries but the users who reached that node, so each node's exit rate is measured against its own population, not the start of the path. Confusing the two denominators is the same base-rate trap seen in funnel analysis and it changes the number entirely. Unlike a funnel with a predefined path, in a flow each node has several continuing branches and one exit branch, so flow drop-off only means something beside the share of the continuing branches. Another trap is treating a node's high exit as always bad; if the node is a thank-you page or a final destination, a high exit is natural and healthy. So you must know the node's type before judging its exit rate.