I've read web analytics 2.0 from Avinash Kaushik and wondered how to create report on Cart Abandonment rate in Google Analytics. I want to create what Avinash describes as:

Cart Abandonment Rate (in percent terms) = [1 – (the total number of people who start checkout divided by the total number of add to cart clicks)].1

I thought of creating goal, but really? Goal is simple and this is not simple. Please someone point me in the right direction about how to do this.

I can find the total number of add to cart clicks from All pages standard report. I can also find the total number of people who start the checkout process from All pages standard report, but I am unsure how to retrieve these 2 numbers and create a rate in one report.


1 Answer 1


Goals is the way to go. Here is an article that walks you through the process of setting up a funnel for this.

  1. Click on admin, select your profile and the click on the Goals tab
  2. Enter a descriptive name for the Goal, we’ll call ours “Cart to Purchase”
  3. In Goal type select URL Destination and enter the URL of your order confirmation page. This page is typically accessed only when an order is completed
  4. Click the Use funnel checkbox to add the necessary steps to complete an order. In the screenshot below you can see that I added the cart page as step one and the checkout page as step two.
  5. Save your Goal.
  • Hi Stephen, I've read that one. However it is unclear to me how funnel exactly works. What if user visits some different page from /cart to /cashout and then comesback to cashout. Is such visit in exit rate or not ?
    – Skuta
    Dec 13, 2013 at 13:38

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