> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Attributed Conversions: Revenue Attribution Metrics

> Track attributed conversions in Upstack funnel metrics. Includes Conversions, Conversion Value, Unique Converters, Average Conversion Value, and Session Conversion Rate.

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.

<Info>
  **Data Source:** Upstack Pixel + Shopify\
  **Metrics:** 13
</Info>

## Metrics in This Group

| Metric                                                                                     | Description                                      | When to Use                        |
| ------------------------------------------------------------------------------------------ | ------------------------------------------------ | ---------------------------------- |
| [Purchases](/reference/metrics/funnel/conversions/purchases)                               | Count of tracked purchase events                 | Measure conversion volume          |
| [Conversions](/reference/metrics/funnel/conversions/conversions)                           | Count of attributed conversion events            | Measure action volume              |
| [Conversion Value](/reference/metrics/funnel/conversions/conversion-value)                 | Total monetary value of conversions              | Measure revenue impact             |
| [Unique Converters](/reference/metrics/funnel/conversions/unique-converters)               | Distinct individuals who converted               | Count new customers                |
| [Average Conversion Value](/reference/metrics/funnel/conversions/average-conversion-value) | Average value per conversion                     | Measure quality of conversions     |
| [Session Conversion Rate](/reference/metrics/funnel/conversions/session-conversion-rate)   | Percentage of sessions resulting in purchase     | Measure store efficiency           |
| [Upsell Purchases](/reference/metrics/funnel/conversions/upsell-purchases)                 | Count of upsell purchase events                  | Track post-purchase revenue        |
| [Cost per All Purchase](/reference/metrics/funnel/conversions/cost-per-all-purchase)       | Ad spend per purchase event (all types)          | Measure acquisition efficiency     |
| [Cost per Purchase](/reference/metrics/funnel/conversions/cost-per-purchase)               | Average ad spend per purchase event              | Measure ad efficiency              |
| [High AOV Purchases](/reference/metrics/funnel/conversions/high-aov-purchases)             | Purchases above average order value              | Identify premium buyers            |
| [Low AOV Purchases](/reference/metrics/funnel/conversions/low-aov-purchases)               | Purchases below average order value              | Identify upsell opportunities      |
| [Lead Value](/reference/metrics/funnel/conversions/lead-value)                             | Total monetary value of lead events              | Measure lead generation revenue    |
| [Checkout Rate](/reference/metrics/funnel/conversions/checkout-rate)                       | Percentage of sessions that reach checkout       | Measure checkout funnel efficiency |
| [Repeat Purchase Rate](/reference/metrics/funnel/conversions/repeat-purchase-rate)         | Percentage of purchases from returning customers | Measure customer retention         |

## 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.

## 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