> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # 3DS Abandonment Rate, Viva Payments > 3DS Abandonment Rate for Viva Payments stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Payment Gateway](/nerve-centre/connectors#connectors-by-type) ## At a glance > The percentage of customers who **gave up at the 3DS challenge prompt** instead of completing it. Distinct from declines (issuer rejected) and successes (issuer approved). PSD2 SCA forces 3DS challenges on most EEA card-not-present payments above EUR 30; abandons are pure UX-driven lost revenue. | | | | ---------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `COUNT(StatusId = X among 3DS-challenge sessions) ÷ COUNT(3DS-challenge sessions) × 100`. Numerator: customers who triggered 3DS challenge and bailed (closed the popup, navigated away, timed out). Denominator: all challenge-triggered sessions. Frictionless 3DS sessions (no challenge) are excluded from both. | | **API endpoint** | [`/api/transactions`](https://developer.vivawallet.com/apis-for-payments/payment-api/) with `EciValue` / 3DS-flow indicators. | | **Currency** | **Currency-neutral** (rate). | | **3DS frictionless** | Excluded from this metric (no challenge presented, nothing to abandon). Frictionless rate is its own KPI on the roadmap. | | **Refunds / disputes** | Not relevant. | | **Recurring rebills** | Not applicable to merchant-initiated rebills (MIT exemption usually applies, no challenge). | | **Channels** | **Online only.** Smart POS card-present is chip-and-PIN, no 3DS in the same sense. | | **Time window** | `7D vsP`. | | **Alert trigger** | `>15%` absolute, OR `+25%` relative spike. Sentiment thresholds: good ≤15%, warn ≤30%. | | **Roles** | owner, finance, operations | ## Calculation Calculated automatically from your Viva Payments data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A pan-EU online apparel retailer ("Avantgarde Mode") on Smart Checkout, EUR primary, GBP secondary, full PSD2 SCA compliance. Window 26 Apr 26 to 02 May 26. | 3DS flow | Sessions | Outcome breakdown | | --------------------------- | -------- | ----------------------------------------------------------------- | | Frictionless (no challenge) | 4,820 | 4,720 success, 100 issuer-decline (excluded from this card) | | Challenge presented EUR | 1,180 | 980 completed → 920 success + 60 issuer-reject; 200 abandoned (X) | | Challenge presented GBP | 240 | 200 completed → 188 success + 12 issuer-reject; 40 abandoned (X) | ```text theme={null} 3DS abandon rate (this card): Numerator (X among challenge sessions) = 200 + 40 = 240 Denominator (all challenge sessions) = 1,180 + 240 = 1,420 Abandon rate = 240 ÷ 1,420 = 16.9% Frictionless rate = 4,820 ÷ (4,820 + 1,420) = 77.2% Challenge completion rate = 1,180 ÷ 1,420 = 83.1% ``` What the merchant should notice: 1. **16.9% abandon rate is just above the alert threshold.** Healthy benchmark: 10 to 15%. Causes when above threshold include: (a) challenge prompt rendered in a language the customer doesn't read fluently (German customer hitting Greek-language issuer prompt), (b) mobile UX issues (3DS popup blocked, redirect loop), (c) unfamiliar issuer flow (one-time SMS code, biometric prompt out of context). 2. **77.2% frictionless rate is healthy.** EU intra-EEA card-not-present typically achieves 70 to 85% frictionless when device + transaction risk data is fed cleanly to issuers. Below 70% suggests weak risk-data feed (missing browser fingerprint, generic `MerchantTrxId`). 3. **GBP abandons proportionally higher than EUR (40 of 240 = 16.7% vs 200 of 1,180 = 16.9% raw, but the absolute count on smaller GBP volume is more sensitive).** UK-issuer 3DS flows differ from EU-issuer flows; the customer experience can confuse EU buyers shopping a UK-based retailer. 4. **Each abandoned session is a near-direct revenue loss.** Unlike declines (where the customer might retry with another card), abandons usually mean session abandoned. At Avantgarde's average ticket of EUR 95, 240 abandons cost roughly EUR 22,800 in the 7-day window. 5. **JP Morgan acquisition relevance: 3DS UX is unchanged.** The challenge flow is determined by the issuer, not by Viva or its parent. Acquisition does not move this metric. ## Sibling cards merchants should reference together | Card | Why pair it with 3DS Abandon Rate | | ------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------- | | [`viv_decline_rate`](/nerve-centre/kpi-cards/viva-payments/decline-rate) | The cousin metric (issuer rejected vs customer abandoned). Different fixes. | | [`viv_success_rate`](/nerve-centre/kpi-cards/viva-payments/success-rate) | Complementary view (success + decline + abandon = 100%). | | [`viv_top_decline_reasons`](/nerve-centre/kpi-cards/viva-payments/top-decline-reasons) | If reasons include `3DS_REQUIRED` or similar, exemption configuration is suspect. | | [`viva_payment_methods`](/nerve-centre/kpi-cards/viva-payments/payment-methods) | Method mix often correlates with abandon rate (Apple Pay / Google Pay = lower abandon, raw card entry = higher). | | [`viva_revenue_by_country`](/nerve-centre/kpi-cards/viva-payments/revenue-by-country) | Country-mix often explains rate movement (UK customers on UK-issuer challenges abandon less than EU-customers on UK-issuer challenges). | | Stripe [`stripe_3ds_abandon_rate`](/nerve-centre/kpi-cards/stripe/3ds-challenge-abandon-rate) (where present) | Cross-PSP abandon comparison. | | [`viv_total_transactions`](/nerve-centre/kpi-cards/viva-payments/total-transactions) | The volume base behind the rate. | ## Reconciling against the vendor's own dashboard **Where to look in the Viva Payments Dashboard:** [viva.com/business/account/login](https://www.viva.com/en/business/account/login). Closest comparable view: > **Viva Business → Sales → Reports → 3DS** (where enabled, shows challenge / frictionless / abandon split) If 3DS reporting isn't enabled in your Dashboard view, request it from Viva merchant support; on most accounts it's available by default. **Why our number may legitimately differ:** | Reason | Direction | Why | | --------------------- | ---------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Time zone** | Boundary days off | Athens / London / customer-issuer timezones vs UTC. | | **Late completion** | Theirs lower over time | A customer who comes back hours later and completes the challenge flips X to F retroactively in Dashboard; we update on next sync. The gap closes within 24 hours. | | **Excluded sessions** | Marginal | Some challenge sessions abandon before issuer interaction (network error during ACS redirect); these are sometimes counted as `E` rather than `X`, depending on Viva's classification. | **Cross-connector reconciliation:** | Comparison | Expected relationship | When divergence is legitimate | | --------------------------------------------------------- | --------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `viv_threedsecure_abandon_rate` ↔ Stripe 3DS abandon rate | Often within 2 to 5pp | Customer behaviour at challenge prompt is largely issuer-driven, not PSP-driven; cross-PSP differences usually reflect challenge / frictionless mix, not pure abandon behaviour. | ***
Documentation cross-reference * [`stripe.stripe_3ds_abandon_rate`](/nerve-centre/kpi-cards/stripe/3ds-challenge-abandon-rate) (where present)
## Known limitations / merchant FAQs **"What's a healthy 3DS abandon rate?"** 10 to 15% is healthy for EU intra-EEA card-not-present. 15 to 25% is a signal to investigate UX. Above 25% is acute and usually points to one of: localization issue (challenge presented in wrong language), mobile popup blocked, redirect loop, or a recent change in issuer flow that broke familiarity. **"How do I lower abandon rate?"** Three levers in order of impact. (1) Improve frictionless rate: feed strong device + transaction risk data so the issuer skips the challenge. Reach for 75 to 85% frictionless. (2) Use SCA exemptions where eligible (low-value \< EUR 30, MIT, recurring, trusted-merchant beneficiary). (3) On the challenge itself, ensure the merchant-name and transaction-amount displayed in the issuer prompt are clearly your brand (not a confusing legal entity name). **"PSD2 SCA, why is this challenge happening at all?"** PSD2 mandates Strong Customer Authentication on EEA card-not-present payments above EUR 30, with limited exemptions. The issuer chooses whether to challenge or grant frictionless. The challenge is the issuer's responsibility, not the merchant's; you can only influence the *probability* of challenge via risk-data quality and exemption claims. **"My recurring rebill abandons, do they count?"** No. Merchant-initiated rebills (MIT) are generally exempt from SCA challenges, so there's nothing to abandon. If an MIT rebill ends as `X`, it's typically a network glitch rather than a challenge abandon, and it shouldn't be in this metric (Viva classifies MIT failures as `E`). **"3DS abandons drag my Viva success rate, can I exclude them?"** The success-rate computation already accounts for them in the denominator. You can't make them disappear without also unwinding the SCA-mandated challenge flow, which would expose you to PSD2 liability. The right move is to lower the abandon rate, not to exclude it from your KPIs. **"Apple Pay / Google Pay abandons, are those in here?"** Wallet-method payments often go through a frictionless flow because the wallet token already represents strong authentication. When they do hit a challenge, abandons are very rare (the customer is already in their phone OS, biometric prompt is familiar). Wallet-method abandon rate is typically 2 to 5%; raw card-entry abandon rate is the dominant driver in this metric. **"JP Morgan ownership, did challenge UX change?"** No. The challenge UX is determined by the issuer, not Viva. JP Morgan acquisition has no effect on this metric. **"Mobile vs desktop abandon rate?"** Mobile typically 1.5 to 2x desktop abandon rate. Causes: (1) popup blockers more aggressive on mobile browsers, (2) app-switch back to issuer banking app and forward to merchant browser is fragile, (3) limited screen real estate makes some prompts unreadable. A per-device-type split is on the roadmap. *** ### Tracked live in Vortex IQ Nerve Centre *3DS Abandonment Rate* is one of hundreds of KPI pulses Vortex IQ tracks across Viva Payments and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.