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Checkout Conversion Rate

Also known as: Checkout Completion Rate, Purchase Conversion

ConversionkpiE-commerce

Measures the percentage of initiated checkouts that result in a completed order, indicating the effectiveness of the checkout process in converting potential buyers.

Business Use Case

An e-commerce VP and analytics team monitor this KPI to identify and address issues in the checkout process, such as form friction or payment failures, to improve conversion rates.

Business Criticality

High

Journey / Navigation Area

Checkout

Owning Function

Data Architecture Team

Scope

User

Formula

(Completed Checkouts / Initiated Checkouts) × 100

Calculation Notes

1️⃣ Exclude retries, test, canceled, fraudulent, duplicate, and fully refunded orders. 2️⃣ Use a consistent session key for tracking. 3️⃣ Apply a 30-minute inactivity timeout for sessions. 4️⃣ Attribute completion to the same checkout instance. 5️⃣ Allow attribution within 24 hours of initiation.

Technical Details

Measure Typepercentage
Aggregation WindowTime based - Daily

Events

PlatformEvent
Google Analytics 4checkout_conversion_rate
Adobecheckout_conversion_rate

Data Mappings

W3 Data Layer
{
  "event": "checkout_conversion_rate",
  "digitalData": {
    "event": [
      {
        "eventInfo": {
          "eventName": "checkout_conversion_rate",
          "kpiName": "Checkout Conversion Rate"
        }
      }
    ],
    "cart": {
      "price": {
        "currency": "USD",
        "basePrice": 99.99
      },
      "cartID": "CART-12345"
    },
    "transaction": {
      "transactionID": "T-12345",
      "total": {
        "basePrice": 99.99,
        "currency": "USD"
      },
      "item": [
        {
          "productInfo": {
            "productID": "SKU-123",
            "productName": "Sample Product"
          },
          "quantity": 1,
          "price": {
            "basePrice": 99.99,
            "currency": "USD"
          }
        }
      ]
    },
    "user": {
      "profile": [
        {
          "profileInfo": {
            "profileID": "USER-12345"
          }
        }
      ]
    },
    "page": {
      "pageInfo": {
        "pageName": "checkout:confirmation"
      }
    }
  }
}
GA4 Data Layer
window.dataLayer.push({"event":"checkout_conversion_rate","ecommerce":{"transaction_id":"T-12345","currency":"USD","value":99.99,"items":[{"item_id":"SKU-123","item_name":"Sample Product","price":99.99,"quantity":1}]}});
Adobe Client Data Layer
window.adobeDataLayer.push({"event":"checkout_conversion_rate","xdm":{"eventType":"commerce.purchases","commerce":{"order":{"purchaseID":"T-12345","priceTotal":99.99,"currencyCode":"USD"},"purchases":{"value":1}},"productListItems":[{"SKU":"SKU-123","name":"Sample Product","quantity":1,"priceTotal":99.99}],"web":{"webPageDetails":{"name":"checkout:confirmation"}},"identityMap":{"customerId":[{"id":"USER-12345","authenticatedState":"authenticated","primary":true}]}}});
XDM Mapping
{
  "eventType": "commerce.purchases",
  "commerce": {
    "purchases": {
      "value": 1
    },
    "order": {
      "purchaseID": "T-12345",
      "priceTotal": 99.99,
      "currencyCode": "USD"
    }
  },
  "productListItems": [
    {
      "SKU": "SKU-123",
      "name": "Sample Product",
      "quantity": 1,
      "priceTotal": 99.99
    }
  ],
  "web": {
    "webPageDetails": {
      "name": "checkout:confirmation"
    }
  },
  "identityMap": {
    "customerId": [
      {
        "id": "USER-12345",
        "authenticatedState": "authenticated",
        "primary": true
      }
    ]
  }
}

SQL Queries

Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL (GA4 Export)
-- ==========================================
SELECT COUNTIF(event_name = 'purchase') / COUNTIF(event_name = 'begin_checkout') AS checkout_conversion_rate
FROM `your-project.analytics_123456789.events_*`,
UNNEST(event_params) AS params
WHERE _TABLE_SUFFIX BETWEEN 'start_date' AND 'end_date';
Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL (XDM Dataset)
-- ==========================================
SELECT SUM(CASE WHEN eventType = 'commerce.purchases' THEN 1 ELSE 0 END) / SUM(CASE WHEN eventType = 'commerce.checkout.start' THEN 1 ELSE 0 END) AS checkout_conversion_rate
FROM your_aep_dataset
WHERE timestamp BETWEEN 'start_date' AND 'end_date';

Source Data

Digital Analytics

Dependencies

[ "begin_checkout", "purchase" ]

Report Attributes

Device Payment Method Market

Recommended Reporting Views

Views
E-commerce Performance DashboardConversion Analysis Dashboard

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on8/19/2026
Last modified byPrimary Editor
StatusPUBLISHED

GitHub

View File on GitHubcatalog/kpis/checkout-conversion-rate.yml

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