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Analytics metrics explained - shipping test

Written by Kelly at ABConvert

Updated yesterday

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

Metrics explained

Total views

Metric	Definition	Formula
Total views	Number of sessions of the store A session is recorded only when the visitor is from the country that includes in the shipping test Session in our definition is 30 minutes and is set in browser cookie
Total checkouts	Number of sessions that reach the checkout page

Conversion rates - views

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 views
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 views
Order	Percentage of sessions that resulted to an order	# of order events / # of views

Conversion rates - checkouts

Metric	Definition	Formula
Rate seen	The percentage of views that result in seeing shipping rate	# of rate seen events / # of views
Order	Percentage of sessions that have seen the rate and resulted to an order	# of orders / # of rate seen events

Average metrics - views

Metric	Definition	Formula
Average order value	The average order value of all the orders tracked	(Total revenue + total shipping revenue) / # of order
Average order shipping	The average shipping value of all the orders tracked	Total shipping revenue / # of order
Profit per view	Average profit per view calculated based on shipping cost and profit margin	(Total revenue * profit margin - shipping cost * # of orders) / # of views

Average metrics - checkouts

Metric	Definition	Formula
Average order value	The average order value of all the orders tracked	(Total revenue + total shipping revenue) / # of order
Average order shipping	The average shipping value of all the orders tracked	Total shipping revenue / # of order
Profit per checkout	Average profit per checkout calculated based on shipping cost and profit margin	(Total revenue * profit margin - shipping cost * # of orders) / # of checkouts

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
Rate seen	Total number of sessions that have seen the rates in checkout for the test group
Orders	Total number of orders for the test group
Conversion rate (View > Order)	Percentage of sessions that resulted to an order	# of order events / # of sessions
Conversion rate (Checkout > Order)	Percentage of sessions that reached checkout and resulted to an order	# of order events / # of checkout
Drop-off rate	Percentage that people who see the rate but did not lead to an order
Revenue	The total subtotal revenue of all orders in the test group ⚠️ The subtotal price is the list price after discounts without shipping and taxes	List price after discounts without shipping and taxes
Shipping revenue	The total shipping revenue of all orders in the test group
Revenue per visitor (view)	Average revenue generated per session	Total revenue / # of views
Revenue per checkout	Average revenue generated per checkout	Total revenue / # of checkouts

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