ABConvert

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

Analytics metrics explained - checkout test

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Metric	Definition	Formula
Total visitors	The number of sessions that reached checkout page

Metric	Definition	Formula
Contact info submitted	Percentage of sessions that submitted contact information in checkout page	# of contact submitted events / # of sessions
Payment info submitted	Percentage of sessions that submitted payment information in checkout page	# of payment submitted events / # of sessions
Checkout completed (order)	Percentage of sessions that completed the checkout process and placed an order	# of checkout completed events / # of sessions

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

Metric	Definition	Formula
Checkout started	Number of sessions that reached checkout page
Contact info submitted	Number of sessions that submitted contact information in checkout page
Address submitted	Number of sessions that submitted mailing address in checkout page
Shipping info submitted	Number of sessions that selected shipping rate in checkout page
Payment info submitted	Number of sessions that submitted payment information in checkout page
Checkout completed	Number of sessions that completed the checkout process and placed an order
Total revenue	The total price of orders 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
Average order value	Average value of all orders in each group	Total revenue / # of orders

Analytics metrics explained - checkout test

Metrics explained

Total visitors (checkout started)

Conversion rates

Average metrics

Breakdown table