Goal Friction Impact : Because Every Drop-Off Matters

Measure how bugs disrupt user goals, create friction in key journeys, and directly affect business outcomes like conversions, retention, and revenue.

Screenshot of the GFI Dashboard page

What is GFI?

Every app has goals: sign-ups, purchases, logins, uploads.
But when bugs, crashes, or performance issues block those goals, users don’t just get frustrated—they drop off, churn, and cost you revenue.
Goal Friction Impact (GFI) is Appxiom’s unique metric that measures how much friction bugs create inside these critical user journeys.

1

Which goals are affected?

Identify which user goals are being disrupted by bugs and performance issues.

2

How many users failed or dropped off?

Measure the exact number of users impacted and conversion rates affected.

3

What's the business impact?

Calculate the direct financial impact on revenue, retention, and user satisfaction.

The GFI Dashboard

Screenshot of the GFI Dashboard - Trend Graph page

Goal Selection

Choose the user journey you want to monitor—signup, purchase, or any custom goal.

Installations & GFI Score

Top cards show Installations and GFI score. Example: v10.0-4 → 26 installs, GFI = 6.12

Goal Performance Metrics

See how many users attempted, failed, dropped off, or completed each goal.

Version-Specific Issue Insights

Screenshot of the GFI Dashboard - Trend Graph page

Issue Type & Severity

Major ANR in ChatActivity and other critical issues affecting user experience.

Timeline

When the issue was first reported and last seen.

Impact Analysis

Affected devices, OS versions, and countries for comprehensive insights.

Quick Actions

Push directly to Jira or share via link for seamless workflow integration.

GFI Trend Over Time

Track the Goal Friction Impact trend across versions. The line shows how continuous monitoring and optimization lead to smoother user journeys and better business outcomes.

0GFI Rate (0-10 scale)10

Complex Evolution

GFI improved from 7.0/10 (v10.0-1) to 4.0/10 (v10.0-3), but increased to 6.1/10 (v10.0-4) due to new feature complexity, showing the challenge of balancing innovation with usability.

Key Success Factors

  • • Proactive bug detection and monitoring
  • • User journey optimization based on data
  • • Focus on business-critical friction points
Version 1.0 (9.2/10)
Version 2.0 (4.1/10)
Version 3.0 (7.3/10)

Why GFI Matters

For Developers

Know which bugs hurt users the most, fix those first.

For QA Teams

Validate if a release reduces friction or accidentally increases it.

For Product Managers

Tie technical issues directly to business KPIs like conversions, churn, and revenue.

From Friction to Fixes

Every abandoned signup or failed purchase is more than a bug—it’s lost revenue. The Goal Friction Impact dashboard shows you exactly where users drop off and why, so you can fix issues before they cost you more.

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Frequently asked questions

Frequently asked questions about Goal Friction Impact and how it helps your app succeed.