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Conversion metrics measure the outcomes of your marketing funnel—how many visitors complete a desired action and the value those actions generate. These metrics are the foundation of marketing attribution and ROI analysis.
Data Source: Upstack Pixel + Shopify
Metrics: 13

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Metrics in This Group

MetricDescriptionWhen to Use
PurchasesCount of tracked purchase eventsMeasure conversion volume
ConversionsCount of attributed conversion eventsMeasure action volume
Conversion ValueTotal monetary value of conversionsMeasure revenue impact
Unique ConvertersDistinct individuals who convertedCount new customers
Average Conversion ValueAverage value per conversionMeasure quality of conversions
Session Conversion RatePercentage of sessions resulting in purchaseMeasure store efficiency
Upsell PurchasesCount of upsell purchase eventsTrack post-purchase revenue
Cost per All PurchaseAd spend per purchase event (all types)Measure acquisition efficiency
Cost per PurchaseAverage ad spend per purchase eventMeasure ad efficiency
High AOV PurchasesPurchases above average order valueIdentify premium buyers
Low AOV PurchasesPurchases below average order valueIdentify upsell opportunities
Lead ValueTotal monetary value of lead eventsMeasure lead generation revenue
Checkout RatePercentage of sessions that reach checkoutMeasure checkout funnel efficiency
Repeat Purchase RatePercentage of purchases from returning customersMeasure customer retention

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How These Metrics Relate

These metrics form a complete picture of conversion performance:
  • Conversions counts individual conversion events (one person can convert multiple times)
  • Conversion Value sums the monetary value of all those events
  • Unique Converters counts distinct people, regardless of how many times each converted
  • Average Conversion Value = Conversion Value ÷ Conversions
  • Session Conversion Rate = Purchases ÷ Sessions × 100
  • Cost per All Purchase = Channel Spend ÷ All Purchases
  • Cost per Purchase = Channel Spend ÷ Purchase Events
  • Checkout Rate = Initiate Checkouts ÷ Sessions × 100
  • Repeat Purchase Rate = Returning Customer Purchases ÷ Total Purchases × 100
The relationship between Conversions and Unique Converters reveals repeat conversion behavior—a higher ratio indicates customers converting multiple times. Repeat Purchase Rate directly measures what percentage of your purchases come from returning customers. Session Conversion Rate measures overall store efficiency, while Cost per Purchase and Cost per All Purchase show your acquisition efficiency from different perspectives.

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Choosing the Right Metric

  • Volume analysis: Use Conversions to count total conversion events
  • Revenue attribution: Use Conversion Value to measure monetary impact by channel
  • New customer acquisition: Use Unique Converters to count new customers acquired
  • Quality analysis: Compare Average Conversion Value across channels to find high-value sources
  • Efficiency analysis: Use Session Conversion Rate to measure overall store conversion efficiency
  • Cost analysis: Use Cost per Purchase to track ad efficiency per purchase event
  • Funnel analysis: Use Checkout Rate to measure how many sessions reach checkout
  • Retention analysis: Use Repeat Purchase Rate to measure customer loyalty and retention