KPI · Move lower
Hard-CTA misfire rate
Share of primary-CTA clicks immediately followed by a back-navigation or exit on the next screen.
A misfire is the clearest sign that a CTA promised one thing and the next screen demanded another — a curiosity click that collapses on contact with reality. Measure it as the conditional rate of back or exit events on the screen reached from click_primary_cta.
Especially useful as a guardrail for CTA-label experiments: a higher click rate isn’t a win if misfire goes up with it.
How patterns use this KPI
| Pattern | How it's instrumented | Why it matters there |
|---|---|---|
| Premature Conversion | click_primary_cta → immediate_back / click_primary_cta → exit | The clearest signal that a CTA promised one thing and the next screen demanded another. |