# Event registration drop-off — measurement worksheet

Event ID/name: [ ]  Form version: [ ]  Date range: [ ]  Observation window: [ ]  Traffic source/device split: [ ]  Analytics owner: [ ]  Ticketing owner: [ ]

**Counting unit:** [ ] unique attempts  [ ] people  [ ] sessions. Document retries, transfers, group orders, bots, free RSVPs and offline orders: [ ].

| Stage | Operational definition and instrument | Same-cohort count | Missing linkage | Owner |
|---|---|---:|---|---|
| Registration page viewed | | | | |
| Form started | | | | |
| Form submitted | | | | |
| Checkout started, if paid | | | | |
| Ticket/order confirmed | Authoritative ticketing record: [ ] | | | |

**Illustration, not benchmark:** If the same 200 unique attempts include 150 form submissions, form-stage gap = (200 − 150) / 200 = 25%. If those 150 attempts include 120 confirmed orders, post-submit gap = (150 − 120) / 150 = 20%. Never subtract unrelated GA4 sessions and backend orders as if they were the same people.

| Observation by stage | Possible check, not assumed cause | Owner | Change date | Comparable follow-up |
|---|---|---|---|---|
| | | | | |

- [ ] Form start and submit signals checked against actual implementation.
- [ ] Checkout and confirmed-order stages verified separately.
- [ ] Free/paid paths, sellouts and external checkout considered.
- [ ] No names, emails, free text, access requests, ticket tokens or payment details in analytics.
- [ ] Partial-form follow-up reviewed separately for permission and recipient state.
- [ ] Support route exists for paid guests missing a ticket.

Stage counts identify where to investigate, not why someone left.