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Add to List Rate

Also known as: Wishlist Add Rate, Favorites Add Rate

EngagementE-commerce

Measures the percentage of sessions where users add at least one item to a wishlist or similar list, indicating engagement and potential purchase intent.

Business Use Case

E-commerce teams use this KPI to identify areas for UX improvements and validate changes through A/B testing to increase engagement.

Business Criticality

High

Journey / Navigation Area

Engagement

Owning Function

Data Architecture Team

Scope

Session

Formula

((Number of sessions with at least one add-to-list event) / (Number of sessions with at least one view_item event)) × 100

Calculation Notes

1️⃣ Exclude failed API calls 2️⃣ Exclude duplicate clicks 3️⃣ Exclude bot traffic 4️⃣ Exclude non-rendered components 5️⃣ Apply standard session timeout rules

Technical Details

Measure Typepercentage
Aggregation WindowTime based - Daily

Events

PlatformEvent
Google Analytics 4add_to_wishlist
AdobewishlistAdd

Data Mappings

W3 Data Layer
{
  "event": "wishlistAdd",
  "digitalData": {
    "event": [
      {
        "eventInfo": {
          "eventName": "wishlistAdd",
          "kpiName": "Add to List Rate"
        }
      }
    ],
    "product": [
      {
        "productInfo": {
          "productID": "SKU_12345",
          "productName": "Example Product"
        }
      }
    ],
    "user": {
      "profile": [
        {
          "profileInfo": {
            "visitorID": "anon_12345"
          }
        }
      ]
    }
  }
}
GA4 Data Layer
window.dataLayer.push({"event":"add_to_wishlist","ecommerce":{"items":[{"item_id":"SKU_12345","item_name":"Example Product"}]}});
Adobe Client Data Layer
window.adobeDataLayer.push({"event":"wishlistAdd","xdm":{"eventType":"commerce.productListAdds","productListItems":[{"SKU":"SKU_12345","name":"Example Product"}],"_experience":{"analytics":{"customDimensions":{"eVars":{"eVar1":"Add to List Rate"}}}}}});
XDM Mapping
{
  "eventType": "commerce.productListAdds",
  "productListItems[0].SKU": "SKU_12345",
  "productListItems[0].name": "Example Product",
  "_experience.analytics.customDimensions.eVars.eVar1": "Add to List Rate"
}

SQL Queries

Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL (GA4 Export)
-- ==========================================
SELECT
  COUNTIF(event_name = 'add_to_list') / COUNTIF(event_name = 'view_item') AS add_to_list_rate
FROM
  `your-project.analytics_123456789.events_*`,
  UNNEST(event_params) AS params
WHERE
  _TABLE_SUFFIX BETWEEN '20230101' AND '20231231';
Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL (XDM Dataset)
-- ==========================================
SELECT
  SUM(CASE WHEN eventType = 'add_to_list' THEN 1 ELSE 0 END) * 1.0 / SUM(CASE WHEN eventType = 'view_item' THEN 1 ELSE 0 END) AS add_to_list_rate
FROM
  your_aep_dataset
WHERE
  timestamp BETWEEN '2023-01-01T00:00:00Z' AND '2023-12-31T23:59:59Z';

Source Data

Digital Analytics

Dependencies

[ "view_item", "add_to_wishlist" ]

Report Attributes

Device Type Product Category

Recommended Reporting Views

Views
E-commerce Engagement Dashboard

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on6/17/2026
Last modified byPrimary Editor
StatusPUBLISHED

GitHub

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

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