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The last common method of grouping data is a funnel. This is when you measure key steps along a user’s journey towards some task and group them together, in journey order. Typically a lot of people complete the first step and far fewer complete the last; e.g., many people might go to an Amazon product page, a smaller number click Add to Cart, and a smaller number still complete the checkout. “Leakage” is when a customer stops moving forward in the funnel. Nearly any sequential-action group of
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