Sales Funnel Drop-off Points

This dataset provides detailed, event-level tracking of user progression and abandonment within an e-commerce sales funnel. It enables identification of high-drop-off stages, analysis of abandonment reasons, and segmentation by device, country, and referrer. Ideal for conversion optimization, funnel analysis, and user experience improvement.

  • last updated 12 Jul 2025
  • by GoMask
The brief that made it

Identifying and reducing sales funnel drop-off points

Sample rows

preview · 8 of 120 rows · all 14 columns
funnel_event_idstringdevice_typestringcart_valuefloatuser_idstringsession_idstringfunnel_stagestringstage_orderintegerevent_typestringevent_timestampdatetimebrowserstringreferrerstringcountrystringabandonment_reasonstringtime_spent_secondsfloat
evt_0001mobile0user_101sess_a1b2Landing Page1progress2023-10-01T09:05:12ZChromegoogle.comUSblank8.3
evt_0002mobile29.99user_101sess_a1b2Product View2progress2023-10-01T09:05:22ZChromegoogle.comUSblank15.7
evt_0003mobile29.99user_101sess_a1b2Add to Cart3progress2023-10-01T09:05:41ZChromegoogle.comUSblank10.2
evt_0004mobile29.99user_101sess_a1b2Begin Checkout4exit2023-10-01T09:05:56ZChromegoogle.comUSblank6.4
evt_0005tablet0user_102sess_c3d4Landing Page1progress2023-10-02T16:32:02ZSafariinstagram.comBRblank13.1
evt_0006tablet199.99user_102sess_c3d4Product View2progress2023-10-02T16:32:18ZSafariinstagram.comBRblank29.8
evt_0007tablet199.99user_102sess_c3d4Add to Cart3progress2023-10-02T16:32:49ZSafariinstagram.comBRblank18.6
evt_0008tablet199.99user_102sess_c3d4Begin Checkout4progress2023-10-02T16:33:09ZSafariinstagram.comBRblank13.7

What the 120 rows show

from the 120-row sample

Other (device type) stands out: mean cart_value is 3,273, against 108.6 for the rest.

  • 30.0median cart_value
  • 3event types
  • 3abandonment reasons
  • 5browsers
  • 5referrers
  • 6countries
Mean cart_value by device_type120 rows
02,0004,0000.0desktop14 rows64.4mobile55 rows207.5tablet40 rows3,273other11 rows
cart_value120 rows, in bands of 1,000
0601201140000603,0006,000cart_value →

Median 30.0, from 0.0 to 6,000.

user_id106 rows with a value · 14 left blank
  1. user_1018
  2. user_1058
  3. user_1026
  4. user_1096
  5. user_2026
  6. user_6066
  7. user_3336
  8. user_1065
  9. user_4015
  10. user_5115
14 columns by typefrom the column list below
  • string 10
  • integer 1
  • float 2
  • datetime 1

Columns

14 columns in three groups
blueprint · 14 columns
columntypedescriptionexample
Text 10 columns
funnel_event_idstringUnique identifier for the funnel event recorduniqueevt_0001
session_idstringUnique identifier for the user's sessionsess_a1b2
user_idstringUnique identifier for the user (if available, else anonymous or null)optionaluser_101
funnel_stagestringName of the sales funnel stage (e.g., 'Product View', 'Add to Cart', 'Checkout', 'Payment', 'Order Confirmation')8 valuesLanding Page
event_typestringType of event at this stage (e.g., 'progress', 'exit', 'abandonment')progress · exit · abandonmentprogress
device_typestringType of device used (e.g., 'desktop', 'mobile', 'tablet')desktop · mobile · tablet · other · optionalmobile
browserstringBrowser used during the session (e.g., 'Chrome', 'Safari', 'Firefox')5 browsers · optionalChrome
referrerstringReferring source or URL that led the user to the funnel5 referrers · optionalgoogle.com
countrystringCountry from which the user accessed the site6 countries · optionalUS
abandonment_reasonstringReason for abandonment if captured (e.g., 'high shipping cost', 'complex checkout', 'payment failure')3 reasons · optionalpayment failure
Numbers 3 columns
stage_orderintegerNumeric order of the funnel stage (lower numbers indicate earlier stages)1 or more1
time_spent_secondsfloatTime spent (in seconds) at this funnel stage before progressing or exiting0 or more · optional8.3
cart_valuefloatTotal value of items in the cart at the time of the event (if applicable)0 or more · optional0
Dates and times 1 column
event_timestampdatetimeTimestamp of when the event occurred2023-10-01T09:05:12Z

Use it for

  • median cart va…30.0120 rowsmean cart value by de…0.0desk…64.4mobi…207.5tabl…3.3kother

    An e-commerce dashboard

    Cart_value by device_type and a breakdown of user_id. Excel, Power BI or Tableau.

  • Why do the 11 other rows have a mean cart_value of 3,273?

    A root-cause class exercise

    Hand out the rows and one question. The answer is in the data, not in the brief.

  • A software demo

    Believable funnel events with session_id, user_id and funnel_stage to fill a screen in front of a buyer.

Not quite right?

Make it yours.

Same 14 columns, your size and your rules. See 20 rows before you pay.

Preview 20 rows free

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This dataset120 rows14 columns
Yours1,000 rows14 columnscountry: UK only

blueprint · sales-funnel-drop-off-points

Behind this dataset

Same schema. As many rows as you need.

These 120 rows came out of a blueprint — 14 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with
  • Track each user through funnel stages
  • Mark drop-off at first non-completion
  • Include timestamp for each stage
  • Differentiate between new and returning users
  • Aggregate daily drop-off rates
Rows
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Exports
CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence
yours to use, including commercially
API slug
sales-funnel-drop-off-points

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