Order Conversion Rate (Visits)
Overview
Measures the rate at which sessions or visits convert into completed orders. It helps in capturing the effectiveness of website or app in converting visits to customers
Formula
SQL
Order Conversion Rate = (Total Orders ÷ Total Sessions) × 100
Platform Implementation
- GA4:
purchase,session_start
- 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: Session
Technical Details
KPI Type: Rate / Ratio
Metric: Ratio of orders to total sessions
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 session tracking consistency. Ensure order_id is unique and sessions 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 sessions 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 CASE WHEN event_name = 'session_start' THEN session_id END) AS sessions
FROM ecommerce_events
GROUP BY event_date)
SELECT event_date,
(orders * 100.0 / sessions) AS order_conversion_rate
FROM base
ORDER BY event_date;
Documentation
Calculation Notes: 1️⃣ Ensure both orders and sessions 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 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 users counting logic between GA4 and Adobe (visitor 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
Comments & Discussion
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