Products tab metrics

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

Add-to-cart rate

• Definition: Add-to-carts per visit that viewed a product page.
• How it's calculated: Add-to-carts ÷ product-viewing visits.
• How to read it: Cart intensity among shoppers who viewed a product.

Add-to-carts

• Definition: The number of times products were added to a cart.
• How it's calculated: Counts each time. Every add-to-cart adds 1.
• How to read it: Site-wide cart-building on products.

Average order value

• Definition: Average product revenue per order.
• How it's calculated: Revenue ÷ conversions.
• How to read it: Typical order size.

Conversion rate

• Definition: Orders per visit that viewed a product page.
• How it's calculated: Conversions ÷ product-viewing visits.
• How to read it: How efficiently product views turn into orders.

Conversions

• Definition: The number of orders placed.
• How it's calculated: 1 per order — every order counted once, regardless of how many products it holds.
• How to read it: Your order volume.

Product page views

• Definition: The total number of product page views.
• How it's calculated: Counts each time. Every view adds 1.
• How to read it: Total product-page demand across the site.

Revenue

• Definition: Revenue from all products sold in the selected period.
• How it's calculated: The sum of product revenue.
• How to read it: Total product revenue.

Revenue per visit

• Definition: Product revenue per visit that viewed a product page.
• How it's calculated: Revenue ÷ product-viewing visits.
• How to read it: The value of a product-viewing visit.

Visits

• Definition: Visits in which a product page was viewed.
• How it's calculated: Visits with at least 1 product page view.
• How to read it: Product-viewing traffic — the denominator for every product rate.
• Example:
  • Shopper A reaches a product from a search result.
  • Shopper B reaches the same product from a category page.
  • The product shows 2 visits, because each counts whichever path they took.

Products performance table

Shows how each product performs across all the paths shoppers use to reach it.

How are metrics calculated

The metrics above scoped to one product. Revenue is counted per product — its own value in the order, not the full basket value; AOV is its revenue ÷ orders containing it; rates divide by visits that viewed the product.

How to read it

A classic pattern is a jump in visits and add-to-cart rate with a falling AOV and revenue per visit — a product newly discovered through a promotion or social, selling at a lower price point. The rates tell you whether the new traffic is worth having.

Example: A £35 dress inside an £89 basket contributes £35 to that product's revenue, not £89 — a product earns only its own value, counted per product.

Brands performance table

Shows the same product metrics, grouped by brand.

How are metrics calculated

Each column as defined for the products performance table, aggregated to the brand.

How to read it

Which brands drive the most traffic, revenue, and conversions.

Sources of sale (product drill-down)

Shows the categories and search terms through which shoppers reached this product, and the sales credited to each.

How are metrics calculated

For each source, visits, product page views, and add-to-carts count what happened during that source's browse sessions, while conversions and revenue are credited to the source.

How to read it

Sources sum to less than the product's totals — only sales credited to a search or a category carry a source, and the gap is direct and campaign traffic.

Example:

• Shopper A reaches a dress by searching "dresses" and buys it, so the sale shows under the "dresses" source.
• Shopper B buys the same dress straight from a newsletter link, so that sale has no source row at all.

This is why a product's sources add up to less than its totals.