Overall tab metrics

This guide defines every metric on the Overall tab and how each one is calculated. Revenue and orders here count once, with no attribution.

Add-to-cart rate

• Definition: Add-to-carts per visit.
• How it's calculated: Add-to-carts ÷ visits.
• How to read it: Rather than measuring the proportion of visits that resulted in a cart addition, this reflects activity intensity. It can surpass 100% since it evaluates total actions against total visits.

Add-to-carts

• Definition: The number of times shoppers added a product to the cart.
• How it's calculated: Counts each time. Every add-to-cart adds 1.
• How to read it: Cart-building activity across the site. Pair it with conversions to see how many carts become orders.

Average order value

• Definition: The average value of an order.
• How it's calculated: Revenue ÷ conversions.
• How to read it: A large basket lifts it. AOV and conversion rate often move in opposite directions during promotions, so read them together.

Conversion rate

• Definition: Orders per visit, shown as a percentage.
• How it's calculated: Conversions ÷ visits.
• How to read it: How efficiently traffic turns into orders. A drop with steady traffic points to a site or merchandising issue rather than a demand one.

Conversions

• Definition: The number of orders placed in the selected period.
• How it's calculated: 1 per order, recorded on the day the order happens.
• How to read it: Your order volume. Read it with revenue to see whether growth comes from more orders or bigger ones. Example: A shopper who buys 2 products in a single checkout counts as 1 conversion, not 2.

Product page views

• Definition: The total number of product pages shoppers viewed.
• How it's calculated: Counts each time. Every product page view adds 1.
• How to read it: A measure of how much product interest your traffic generates, not how many shoppers viewed a product. Example: A shopper who opens the same product page twice adds 2 product page views.

Revenue

• Definition: The total value of orders in the selected period.
• How it's calculated: The sum of order values, recorded on the conversion day. Every order counts once, with no attribution at this level.
• How to read it: Your headline result. The Search and Category sub-lines show the share of revenue from products found via search and via category browsing. Example: Shopper A finds 1 product through search and another by browsing a category, so their basket splits between the search share and the category share. Shopper B arrives from a newsletter and buys, so that order belongs to neither share. This is why the search and category shares don't add up to 100%.

Revenue per visit

• Definition: The average revenue generated per visit.
• How it's calculated: Revenue ÷ visits.
• How to read it: The single best summary of commercial performance. It moves when either traffic quality or conversion changes.

Visits

• Definition: Total visits on your site in the selected period.
• How it's calculated: 1 per visit, with no conditions.
• How to read it: It's the denominator for every site-wide rate. Watch it alongside revenue per visit to tell a traffic problem apart from a monetization problem. The Search and Category sub-lines show the share of visits that included search or category browsing.