Category tab metrics

This guide defines every metric on the Category tab and how each one is calculated.

Add-to-cart rate

• Definition: Add-to-carts per category visit.
• How it's calculated: Category add-to-carts ÷ category visits.
• How to read it: How strongly category browsing pushes shoppers toward the cart.

Add-to-carts

• Definition: Add-to-cart actions that happened during category browsing.
• How it's calculated: Add-to-carts counted inside category browse sessions. Every add-to-cart adds 1.
• How to read it: How strongly category browsing moves shoppers toward the cart. This counts activity during browsing, not credited sales, so it can move independently of category conversions.

Average order value

• Definition: The average value of an order that included a product found via category browsing.
• How it's calculated: Category revenue ÷ category conversions.
• How to read it: Average credited value per credited order.

Bounce rate for sessions

• Definition: Percentage of category browse sessions where the shopper viewed no product and added nothing to cart.
• How it's calculated: Bounced sessions ÷ total browse sessions.
• How to read it: Your headline category-quality number.

Bounced sessions

• Definition: Category browse sessions where the shopper viewed no product and added nothing to cart.
• How it's calculated: Browse sessions count with no product view and no add-to-cart.
• How to read it: The raw count of category browses that didn't engage. A bounce judges the category browse, not the shopper — a visit that later converts can still hold 1. Example: A shopper who opens a category page, views no product, and adds nothing to the cart adds 1 bounced session.

Conversion rate

• Definition: Orders credited to a category per category visit.
• How it's calculated: Category conversions ÷ category visits.
• How to read it: How efficiently category visits turn into orders.

Conversions

• Definition: Orders credited to category browsing.
• How it's calculated: An order counts here when at least 1 of its products is credited to a category. A product is credited to the last browse session in which the shopper added it to the cart, or the last one in which they viewed it if they never added it.
• How to read it: How many orders category browsing earned credit for. Example: A shopper adds one product to the cart while searching and another while browsing a category, and then buys both in a single order. The order is credited to both search and a category, with revenue split by product. Within a single tab, nothing is double-counted — the tabs simply overlap. This is another reason tab numbers don't sum to Overall.

Product page views

• Definition: Product pages viewed from category pages.
• How it's calculated: Counts each time — product page views inside a category browse session.
• How to read it: How much product interest category browsing drives.

Revenue

• Definition: Revenue from products shoppers found via category pages.
• How it's calculated: The value of category-found products in those orders.
• How to read it: Category browsing's direct revenue contribution. Example: A shopper's £35 dress found by browsing a category is category revenue, even if the same basket also held a search-found dress.

Revenue per visit

• Definition: Revenue credited to a category per category visit.
• How it's calculated: Category revenue ÷ category visits.
• How to read it: Compare it with Overall and Site Search revenue per visit to see how category browsing monetizes.

Total browse sessions

• Definition: Category browse sessions — each category page and the browsing that follows it.
• How it's calculated: One per category browse session.
• How to read it: How many distinct category browses happen per visit.

Visits

• Definition: Visits in which shoppers browsed category pages.
• How it's calculated: Visits with at least one category page view, counted once.
• How to read it: The denominator for every category rate. Compare it to Overall visits to see how much of your traffic browses categories.

Categories performance table

Shows per-category performance — traffic, engagement, and credited revenue for each category. Each row applies the metrics above to a single category.

How are metrics calculated

The same formulas, scoped to one category. A category browsed alongside another in one visit counts under both rows. Sessions is the category's browse sessions, and Bounce Rate is its bounced sessions ÷ its sessions.

How to read it

High visits with a high bounce rate flag a weak browsing experience on a category shoppers want.

Products performance table (category drill-down)

Shows how each product performed for this category — the product measured against this category.

How to read it

High-view, zero-revenue rows are the merchandising opportunities inside a category.