This article is for Duplicate Variant method. (Don't know which price test method you are using? Check out this section below)

This guide explains the metrics you can find in the analytics dashboard when running a price test with duplicate variant method. It will help you understand how views, conversions, and profits are defined so you can confidently evaluate test results.

Storewide vs Product based data

For duplicate variant method price test, we offer both Storewide and product view based data to ensure flexibility in analysis.

Storewide data provides a broad view of how tests impact overall store performance, while product view based data focuses on individual product metrics. This dual approach helps you align data insights with your specific testing goals.

You can switch the view by clicking on "Data source" button in your analytics page:

Read more about it: Understanding Data Formats in Price Tests

Metrics explained - Storewide view

Total views

Metric	Definition	Formula
Total sessions (visitor based)	Number of sessions of the store A session is recorded as long as a visitor enters any pages Session in our definition is 30 minutes and is set in browser cookie

Conversion rates

Metric	Definition	Formula
Add to cart	Percentage of sessions that resulted in adding test products to cart The add to cart event is session based and it will record at most once per session	# of add to cart events / # of sessions
Checkout	Percentage of sessions that led to the checkout page The checkout event is session based and it will record at most once per session It will automatically record an add to cart event if there is no add to cart in the session	# of checkout events / # of sessions
Order	Percentage of sessions that resulted to an order that includes any test products The order event is recorded once per order	# of orders / # of sessions

Average metrics

Metric	Definition	Formula
Average order value	Average value of test products in orders	Total revenue / # of Orders
Revenue per session	Average revenue generated per session	Total revenue / # of sessions

Breakdown table

Metric	Definition	Formula
Views	Total number of sessions for the test group
Add To Carts	Total number of add to cart events for the test group
Checkouts	Total number of checkout events for the test group
Orders	Total number of orders for the test group
Revenue	Total revenue generated for the test group	Total product value + shipping - discount - Tax
Profits	Total profit calculated after setting up shipping cost and profit margin	Total revenue * profit margin - shipping cost * (# of orders)
Profit Margin (%)	Profit as a percentage of revenue	(Profit / Revenue) × 100
Average Order Value	Average value of all orders	Total revenue / # of orders
Conversion Rate	Percentage of sessions that resulted to an order that includes any test products.	# of orders / # of sessions
Revenue per session	Average revenue generated per session	Total revenue / # of sessions
Average units per order	Average number of test product units sold per order	Total units sold / # of orders

Metrics explained - Product based view

Total views

Metric	Definition	Formula
Total Views (Product Based)	Number of product page views Based on session storage in the browser, each product page viewed in a unique tab/session counts once If a visitor views two test products in one session, it counts as 2 views

Conversion rates

Metric	Definition	Formula
Add to cart	Percentage of views that resulted in adding test products to cart The event is recorded once per product per session Adding the same product multiple times in one session counts as one event, while adds in different sessions are counted separately	# of add to cart events / # of views
Checkout	Percentage of product views that led to the checkout page The event is tracked once per product per session It will automatically logs an Add to Cart event if it hasn’t occurred yet.	# of checkout events / # of views
Order	Percentage of product views that led to an order The order event is recorded once per product per order If there are two test products in one order, it will record two order events	# of orders / # of views

Average metrics

Metric	Definition	Formula
Average order product value	Average revenue per ordered test product Only revenue from test products is included Different test products in the same order are counted as separate order events	Total revenue of all test products / # of order events
Profit per product view	Average profit per product view	Total profit / # of Views

Breakdown table

Metric	Definition	Formula
Views	Total number of product page views for the test group
Cost	Cost for each variant, shown at Display > Variant level
Add To Carts	Total number of add to cart events for the test group
Checkouts	Total number of checkout events for the test group
Orders	Total number of order events for the test group
Revenue	Total revenue generated by test products for the test group	Total product value + Shipping - Discount - Tax
Product Sold	Total quantity of test products sold for the test group
Ad Spent	Total advertising spend attributed to the test group
ROAS	Revenue generated divided by ad spend	Revenue / Ad Spend
Profits	Total revenue from test products minus cost of goods sold (COGS), based on Shopify COG data and product quantities	Total Revenue - (COGS × Quantity Sold)
Profit Margin (%)	Profit as a percentage of revenue	(Profit / Revenue) × 100
Average Order (Product) Value	Average revenue per order (across all test products)	Revenue / Number of Orders
Conversion Rate	Percentage of views that led to an order	Orders / Views
Revenue per visitor (view)	Average revenue per product view	Revenue / Views
Profit per visitor (view)	Average profit per product view	Profit / Views