View Contents to Add to Cart Rate measures the percentage of product page views that resulted in an item being added to cart—indicating product page persuasiveness.
VC to ATC Rate = ( Add to Carts ÷ View Contents ) × 100
| Metric | Definition |
|---|
| Add to Carts | Number of items added to shopping cart |
| View Contents | Number of product detail page views |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Upstack Pixel |
| Aggregation | Ratio |
Example
A home decor store received 8,420 product page views last week, resulting in 1,347 add to carts.
| Metric | Value | Calculation |
|---|
| View Contents | 8,420 | Product pages viewed |
| Add to Carts | 1,347 | Items added to cart |
| VC to ATC Rate | 16.0% | 1,347 ÷ 8,420 × 100 |
How It Works
This rate is calculated by dividing total add to cart events by total view content events, then multiplying by 100. It measures how effectively your product pages convert browsers into shoppers with purchase intent.
When to Use
| Scenario | Action |
|---|
| Low VC to ATC Rate (below 10%) | Improve product images, descriptions, or pricing |
| High rate but low conversions | Focus on checkout friction, not product pages |
| Comparing products | Identify which products convert browsers to buyers |
| A/B testing | Measure product page layout changes |
| Metric | Relationship |
|---|
| View Contents | Denominator—total product views |
| Add to Carts | Numerator—total cart additions |
| ATC to IC Rate | Next funnel stage—cart to checkout |
