A 70 Percent Funnel Drop That Was Actually 12 Percent

An "unnamed" company was in panic mode because of a supposed 70% drop in one registration step.

PMs were preparing hypotheses and experiments.
Designers were already working on new UX solutions.

Then I started investigating.

The actual drop? Around 12%.

Most users who committed to registration successfully completed the flow.

The reasons behind the "70% drop":

1. The funnel was built on total event counts instead of user progression.
SSO users skipped some steps entirely, but the funnel logic didn't account for that.

2. Tracking inconsistency between iOS and Android.
One platform tracked the event on button tap.
The other only after validation and backend success.

A difference of literally a couple lines of code created a completely distorted picture of reality.

Weeks of stress, discussions, and potential redesign work were based on incorrect data.

Tracking is not a technical tax.
It is product infrastructure.

If your tracking is inconsistent, every product decision built on top of it becomes questionable.

#Analytics #ProductManagement #MobileApps

Originally published on LinkedIn by X91 Tech.