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Order Conversion Rate (Visitors)

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Overview

Measures the rate at which users or visitors convert into completed orders. It helps in capturing the effectiveness of website or app in converting visitors to customers

Formula

SQL
Order Conversion Rate = (Total Orders ÷ Total Users) × 100

Platform Implementation

  • GA4: purchase,OOTB Metrics
  • Adobe Analytics: purchase,OOTB Metrics
  • Amplitude: Order Completed,Session Start

Business Context​

Industry: Retail, eCommerce, Subscription, Travel

Category: Conversion

Priority: High

Core Area: Conversion Funnel Performance

Scope: User

Technical Details​

KPI Type: Rate / Ratio

Metric: Ratio of orders to total users

Aggregation Window: Daily, Weekly, Monthly

Data Mappings​

Data Layer Mapping

{ transaction_id: "T_12345_1", value: 30.03, tax: 4.90, shipping: 5.99, currency: "USD", coupon: "SUMMER_SALE", items: [ // If someone purchases more than one item, // you can add those items to the items array { item_id: "SKU_12345", item_name: "Stan and Friends Tee", affiliation: "Google Merchandise Store", coupon: "SUMMER_FUN", discount: 2.22, index: 0, item_brand: "Google", item_category: "Apparel", item_category2: "Adult", item_category3: "Shirts", item_category4: "Crew", item_category5: "Short sleeve", item_list_id: "related_products", item_list_name: "Related Products", item_variant: "green", location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo", price: 10.01, quantity: 3 }] }

XDM Mapping

{ "eventType": "commerce.purchases", "timestamp": "2025-10-07T19:00:00Z", "commerce": { "order": { "orderType": "purchase", "purchaseID": "ORD123456", "currencyCode": "USD", "priceSubtotal": 330.72, "priceTax": 10.00, "priceShipping": 10.00, "priceDiscounts": 0, "priceTotal": 350.72, "payments": [ { "transactionID": "TXN-98765", "paymentAmount": 350.72, "paymentType": "credit_card", "currencyCode": "USD" } ] }, "productListItems": [ { "SKU": "SKU-001", "name": "Wireless Mouse", "quantity": 2, "itemPrice": 30.00, "discountAmount": 10.00, "priceTotal": 50.00, "productCategories": [{ "categoryID": "Electronics" }], "selectedOptions": [ { "attribute": "Color", "value": "Black" } ] }, { "SKU": "SKU-002", "name": "USB-C Hub", "quantity": 1, "itemPrice": 100.00, "priceTotal": 100.00, "productCategories": [{ "categoryID": "Accessories" }], "selectedOptions": [ { "attribute": "Ports", "value": "6" } ] } ] }

Implementation​

Dependencies: Requires both purchase and User tracking consistency. Ensure Order_id is unique and Users are properly counted.

BI Source System: GA4, Adobe Analytics, Adobe Customer Journey Analytics, Amplitude, BigQuery, Query Service

Report Attribute: Order ID, Session ID, Traffic Source, Device, Campaign, Country, Date

Usage & Analytics​

Dashboard Usage: Shown in eCommerce Funnel, Conversion, and Marketing dashboards to gauge sales funnel performance and optimize campaign efficiency.

Segment Eligibility: All users with a purchase event. Used to segment conversion by channel, device, or user cohort.

Related KPIs: Orders, Revenue, Add-to-Cart Rate, Checkout Conversion Rate, Cart Abandonment Rate

SQL Examples​

SQL Query Example

sql WITH base AS ( SELECT DATE(event_timestamp) AS event_date, COUNT(DISTINCT CASE WHEN event_name = 'purchase' THEN order_id END) AS orders, COUNT(DISTINCT VisitorID) AS users FROM ecommerce_events GROUP BY event_date) SELECT event_date, (orders * 100.0 / users) AS order_conversion_rate FROM base ORDER BY event_date;

Documentation​

Calculation Notes: 1️⃣ Ensure both orders and users are from the same date range. 2️⃣ Remove test traffic. 3️⃣ Segment by channel or device where applicable. 4️⃣ Keep consistency in attribution windows.

Details: The Order Conversion Rate reflects the proportion of sessions (or users) leading to at least one purchase. It is a top-level KPI for assessing website effectiveness, marketing efficiency, and UX performance. Ensure alignment of session counting logic between GA4 and Adobe (visit scope) and remove internal/test activity for accuracy.

Contributed By: Devyendar Maganti

Owner: Digital Analytics / Growth Optimization Team

Governance​

Validation Status: Validated

Version: v1.0

Last Updated: 2025-10-09 00:45:25.450000

Data Sensitivity: Low

PII Flag: false

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