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Cart-to-view rate

Also known as: Add-to-Cart Conversion Rate

ConversionecommerceproductcartE-commerce

Measures the percentage of product page views that result in an add-to-cart action, indicating user interest in purchasing.

Business Use Case

Executives use this KPI to assess product interest and optimize product page layouts to increase conversions.

Business Criticality

High

Journey / Navigation Area

Engagement

Owning Function

Data Architecture Team

Scope

Session

Formula

(Add-to-Cart Events / Product Page Views) × 100

Calculation Notes

Exclude sessions with no product views; consider session timeouts.

Technical Details

Measure Typepercentage
Aggregation WindowTime based - Daily

Events

PlatformEvent
Google Analytics 4add_to_cart
AdobescAdd

Data Mappings

W3 Data Layer
{
  "event": "addToCart",
  "ecommerce": {
    "add": {
      "products": [
        {
          "id": "12345",
          "name": "Product Name",
          "brand": "Brand Name",
          "price": "29.99",
          "variant": "Variant Name",
          "category": "Category Name",
          "quantity": 1
        }
      ]
    },
    "currencyCode": "USD"
  }
}
GA4 Data Layer
{
  "event": "add_to_cart",
  "ecommerce": {
    "items": [
      {
        "price": 29.99,
        "item_id": "12345",
        "quantity": 1,
        "item_name": "Product Name",
        "item_brand": "Brand Name",
        "item_variant": "Variant Name",
        "item_category": "Category Name"
      }
    ],
    "currency": "USD"
  }
}
Adobe Client Data Layer
{
  "event": "addToCart",
  "ecommerce": {
    "add": {
      "products": [
        {
          "id": "12345",
          "name": "Product Name",
          "brand": "Brand Name",
          "price": "29.99",
          "variant": "Variant Name",
          "category": "Category Name",
          "quantity": 1
        }
      ]
    },
    "currencyCode": "USD"
  }
}
XDM Mapping
{
  "_experience": {
    "analytics": {
      "event1": "addToCart",
      "commerce": {
        "productListAdds": {
          "value": 1
        }
      }
    }
  }
}

SQL Queries

Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL
-- ==========================================
SELECT COUNTIF(event_name = 'add_to_cart') / COUNTIF(event_name = 'view_item') AS cart_to_view_rate
FROM `your-project.analytics_123456789.events_*`
WHERE event_name IN ('add_to_cart', 'view_item')
AND _TABLE_SUFFIX BETWEEN '20230101' AND '20231231';
Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL
-- ==========================================
SELECT SUM(CASE WHEN event = 'scAdd' THEN 1 ELSE 0 END) / SUM(CASE WHEN event = 'prodView' THEN 1 ELSE 0 END) AS cart_to_view_rate
FROM aep_dataset.events
WHERE event IN ('scAdd', 'prodView')
AND timestamp BETWEEN '2023-01-01T00:00:00Z' AND '2023-12-31T23:59:59Z';

Source Data

Digital Analytics

Dependencies

[ "product-page-view", "add-to-cart" ]

Report Attributes

Product Category Device Type Geography

Recommended Reporting Views

Views
E-commerce Performance Dashboard

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on5/6/2026
Last modified bydevyendarm
Last modified on6/1/2026
StatusPUBLISHED

GitHub

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

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