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Add to Cart Rate

ConversionE-commerce

The percentage of product views that result in an Add to Cart action, indicating how effectively product placement converts browsing interest into initial purchase intent.

Business Use Case

1️⃣ Product & Merchandising Effectiveness - Are customers interested enough in a product to express purchase intent? 2️⃣ Product Detail Page (PDP) Optimization - Does the PDP convince users to take the next step in purchase intent? 3️⃣ Pricing & Promotion Sensitivity - Does a price change or promotion improve intent? 4️⃣ Traffic Quality & Channel Evaluation - Which traffic sources bring quality users with real buying intent? 5️⃣ Search, Product Finding Methods & Recommendation Effectiveness - Are users finding relevant products, which site feature generating most purchase intents? 6️⃣ Funnel Drop-off Diagnosis - Where does intent break down before checkout?

Business Criticality

High

Journey / Navigation Area

Digital Analytics

Scope

Session

Formula

count(add_to_cart)/count(product_view)*100

Calculation Notes

1️⃣ Time lag (e.g., same session, same day/custom time, User level) is another variant for analyzing ATC performance. 2️⃣ Default ATC Rate counts events, not units. Do not use quantity in the calculation, it is a different KPI - Add to Cart Quantity Rate. 3️⃣ Both events must share the same product identifier and time window.

Technical Details

Measure TypeRate
Aggregation WindowSession, User

Events

PlatformEvent
Google Analytics 4add_to_cart view_item
AdobescAdd prodView

Data Mappings

W3 Data Layer
// =================================
// Add to Cart (Numerator)
// =================================
window.digitalData.cart.price = {
  currency: "USD",
  cartTotal: 50.0
};

window.digitalData.cart.item = [
  {
    productInfo: {
      sku: "SKU-001",
      productName: "Wireless Mouse",
      manufacturer: "LogiTech",
      color: "Black"
    },
    category: {
      primaryCategory: "Electronics",
      subCategory1: "Accessories"
    },
    quantity: 2,
    price: {
      currency: "USD",
      basePrice: 25.0
    },
    attributes: {
      item_list_id: "related_products",
      item_list_name: "Related Products"
    }
  }
];

// =================================
// Event journal
// =================================
window.digitalData.event = window.digitalData.event || [];
window.digitalData.event.push({
  eventInfo: {
    eventName: "Add to Cart",
    eventAction: "add_to_cart",
    timeStamp: new Date()
  },
  category: {
    primaryCategory: "Commerce"
  },
  attributes: {
    sku: "SKU-001",
    quantity: 2,
    value: 50.0,
    currency: "USD",
    item_list_id: "related_products",
    item_list_name: "Related Products"
  }
});

// =================================
// Product View (Denominator)
// =================================
window.digitalData.product = [
  {
    productInfo: {
      sku: "SKU-001",
      productName: "Wireless Mouse",
      manufacturer: "LogiTech",
      color: "Black"
    },
    category: {
      primaryCategory: "Electronics",
      subCategory1: "Accessories"
    },
    attributes: {
      item_list_id: "related_products",
      item_list_name: "Related Products"
    }
  }
];

// =================================
// Event journal (CEDDL uses digitalData.event[n] as an array)
// =================================
window.digitalData.event = window.digitalData.event || [];
window.digitalData.event.push({
  eventInfo: {
    eventName: "Product View",
    eventAction: "view_item",
    timeStamp: new Date()
  },
  category: {
    primaryCategory: "Commerce"
  },
  attributes: {
    sku: "SKU-001",
    item_list_id: "related_products",
    item_list_name: "Related Products"
  }
});
GA4 Data Layer
// ===============================
// GA4 Event for Numerator: Add to Cart
// ===============================
window.dataLayer.push({
  event: "add_to_cart",
  ecommerce: {
    currency: "USD",
    value: 50.0,     // total value for items in this add-to-cart action
    items: [
      {
        item_id: "SKU-001",
        item_name: "Wireless Mouse",
        item_category: "Electronics > Accessories",
        item_brand: "LogiTech",
        item_variant: "Black",
		item_list_id: "related_products",
        item_list_name: "Related Products",
        price: 25.0,
        quantity: 2
      }
    ]
  },
});

// ===============================
// GA4 Event for Denominator: Product View
// ===============================

window.dataLayer.push({
  event: "view_item",
  ecommerce: {
    items: [
      {
        item_id: "SKU-001",
        item_name: "Wireless Mouse",
        item_category: "Electronics > Accessories",
        item_brand: "LogiTech",
        item_variant: "Black",
        price: 25.0,
        currency: "USD",
		quantity: 1
		item_list_id: "related_products",
        item_list_name: "Related Products",
      }
    ]
  },
});
Adobe Client Data Layer
// =================================
// Add to Cart (Numerator)
// =================================
window.adobeDataLayer.push({
  event: "add-to-cart",
  data: {
    commerce: {
      currency: "USD",
      value: 50.0,
      items: [
        {
          sku: "SKU-001",
          name: "Wireless Mouse",
          category: "Electronics > Accessories",
          brand: "LogiTech",
          variant: "Black",
          listId: "related_products",
          listName: "Related Products",
          price: 25.0,
          quantity: 2
        }
      ]
    }
  }
});

// =================================
// Product View (Denominator)
// =================================
window.adobeDataLayer.push({
  event: "product-view",
  data: {
    commerce: {
      currency: "USD",
      items: [
        {
          sku: "SKU-001",
          name: "Wireless Mouse",
          category: "Electronics > Accessories",
          brand: "LogiTech",
          variant: "Black",
          listId: "related_products",
          listName: "Related Products",
          price: 25.0,
          quantity: 1
        }
      ]
    }
  }
});
XDM Mapping
// =================================
//Add to Cart (Numerator)
// =================================

alloy("sendEvent", {
  xdm: {
    commerce: {
      productListAdds: { value: 1 }
    },
    productListItems: [
      {
        SKU: "SKU-001",
        name: "Wireless Mouse",
        quantity: 2,
        priceTotal: 50.0,
        currencyCode: "USD",
        productAddMethod: "Add to Cart Button"
      }
    ]
  }
});

// =================================
//Product View (Denominator)
// =================================

alloy("sendEvent", {
  xdm: {
    commerce: {
      productViews: { value: 1 }
    },
    productListItems: [
      {
        SKU: "SKU-001",
        name: "Wireless Mouse"
        // priceTotal is often omitted for product view (Adobe even calls this out as sometimes not applicable)
      }
    ]
  }
});

SQL Queries

Google Analytics 4 (BigQuery)
WITH product_views AS (SELECT DISTINCT user_pseudo_id, user_id, item.product_id FROM `your_project.your_dataset.events`, UNNEST(items) AS item WHERE event_name = 'view_item'), add_to_carts AS (SELECT DISTINCT user_pseudo_id, user_id, item.product_id FROM `your_project.your_dataset.events`, UNNEST(items) AS item WHERE event_name = 'add_to_cart') SELECT pv.product_id, COUNT(*) AS product_view_sessions, COUNT(atc.product_id) AS sessions_with_add_to_cart, COUNT(atc.product_id) * 1.0 / COUNT(*) AS add_to_cart_rate FROM product_views pv LEFT JOIN add_to_carts atc ON pv.user_pseudo_id = atc.user_pseudo_id AND pv.user_id = atc.user_id AND pv.product_id = atc.product_id GROUP BY pv.product_id;
Adobe Experience Platform (AEP Query Service)
WITH product_views AS (SELECT DISTINCT identityMap.ECID[0].id AS mcid, commerce.productListItems.SKU AS product_id FROM your_dataset.events WHERE eventType = 'commerce.productViews'), add_to_carts AS (SELECT DISTINCT identityMap.ECID[0].id AS mcid, commerce.productListItems.SKU AS product_id FROM your_dataset.events WHERE eventType = 'commerce.productAdds') SELECT pv.product_id, COUNT(*) AS product_view_sessions, COUNT(atc.product_id) AS sessions_with_add_to_cart, COUNT(atc.product_id) * 1.0 / COUNT(*) AS add_to_cart_rate FROM product_views pv LEFT JOIN add_to_carts atc ON pv.mcid = atc.mcid AND pv.product_id = atc.product_id GROUP BY pv.product_id;

Source Data

Digital Analytics

Dependencies

Prerequisite: List the dependencies required for this KPI

Events:

add_to_cartscAdd

Metrics:

Add-to-cart

Dimensions:

item_id

Report Attributes

Dimensions: Product Id Product Name Category Product Finding Method Metrics: Product Views (Item Views) Add to Cart (ATCs) KPIs: Average Order Value (AOV) Revenue per Visit (RPV)

Recommended Reporting Views

Views
Ecommerce Funnel Dashboard (view → add to cart → checkout → purchase)Product MerchandisingProduct Detail Page Performance

Segment Eligibility

False

Governance

Data SensitivityInternal

Governance

Created byswapnamagantius
Created on12/6/2025
Last modified bydevyendarm
Last modified on12/25/2025
StatusPUBLISHED

GitHub

View related Pull Requestcatalog/kpis/add-to-cart-rate.yml

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