ABConvert

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

Analytics metrics explained - url redirect test

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Metric	Definition	Formula
Total visitors	The number of unique visitors that go through redirect ⚠️ Each visitor is counted only once per purchasing journey (which means it resets after the visitor places an order)
Average staying time	The average staying time after a visitor is redirected Calculated once per visitor The number is adjusted with scrolling time

Metric	Definition	Formula
Add to cart	Percentage of visitors that resulted in adding test products to cart The event will be recorded if the visitor has triggered a redirect The add to cart event is visitor based and it will record at most once per user journey	# of add to cart events / # of visitors
Checkout	Percentage of visitors that led to the checkout page The event will be recorded if the visitor has triggered a redirect The checkout event is visitor based and it will record at most once per user journey	# of checkout events / # of visitors
Order	Percentage of visitors that resulted to an order The event will be recorded if the visitor has triggered a redirect The order event is visitor based and it will record at most once per user journey After an order event happens, the user seed will be reset and visitor/add to cart/checkout will be recorded again	# of order events / # of visitors

Metric	Definition	Formula
Average order value	The average value of all orders that has been through redirect	Total revenue / # of order
Profit per visitor	Average profit per visitor calculated based on shipping cost and profit margin	(Total revenue * profit margin - shipping cost * # of orders) / # of visitors

Metric	Definition	Formula
Visitors	The number of unique visitors for each group Recorded once per purchasing journey
Add To Carts	The number of add to cart events for each group Recorded once per purchasing journey
Checkouts	The number of checkout events for each group Recorded once per purchasing journey
Orders	The number of order events for each group Recorded once per purchasing journey
Conversion rate	Percentage of visitors that resulted to an order
Revenue	The total price of orders that have been through redirect The total price is the sum of all line item prices, discounts, shipping, taxes, and tips in the shop currency	Sum of all line item prices, discounts, shipping, taxes, and tips
Revenue per visitor	The average revenue of all visitors for each group
Click through rate (%)	The percentage of sessions (not visitors) that has clicked on a link (<a> tag only) in the redirect destination page (only in that page) Session in our definition is 30 minutes and is set in browser cookie
Leave without action rate (%) (Bounce rate)	The percentage of sessions (not visitors) that has left the redirect destination page without doing any action The action defined here is either click or scroll action Session in our definition is 30 minutes and is set in browser cookie There will only be at most one leave without action (bounce) event in a session

Analytics metrics explained - url redirect test

Metrics explained

Total visitors

Conversion rates

Average metrics

Breakdown table