Conversion Rate & AOV by Device

Conversion Rate & AOV by Device shows how often visits end in a purchase, and how much each order is worth, for each device, browser or operating system.

How It’s Calculated

Use the Dimension tabs to group sessions by Device, Browser, OS, Browser Version, OS Version or App. Each row is one value, with the most sessions first. The versions are grouped by major version, such as Safari 17, so a point release doesn’t split a row.

The columns are:

• The first column: the device, browser or operating system, as das Pixel read it from the visitor’s browser. A visit it couldn’t read shows as (unknown).
• Sessions: visits in the group.
• Visitors: the number of different browsers.
• Orders: the number of those sessions that ended in a purchase.
• Conversion Rate: Orders divided by Sessions.
• Revenue: the value of those purchases. It is the total of the Shopify order each purchase links to: items minus discounts, plus shipping, plus tax that isn’t already in the prices, minus refunds. Where das Pixel couldn’t match an order, it uses the value it saw at checkout.
• Average Order Value: Revenue divided by Orders.

A row needs at least 20 sessions to appear. Smaller groups give rates that swing between 0% and 100% on a few visits. They still count in the cards.

When you have entered unit costs, 2 more columns appear: Gross Profit (Order Revenue) and Profit per Order. Gross Profit (Order Revenue) is Revenue minus the unit cost of the items sold. It counts only orders that matched a Shopify order and where every item has a cost.

Profit per Order divides it by all of the row’s orders. See How to Enter Your Costs.

On the Device tab, select a row to open Sessions Explorer with that device and date range.

The App Tab

App groups sessions by the app whose built-in browser the visit started in. Many apps open a link in their own browser instead of Safari or Chrome. A visit that opened in a regular browser is Not in an App.

The apps are Facebook (which includes Messenger), Instagram, TikTok, Pinterest, Snapchat and LinkedIn. Another App is any other app’s built-in browser that das Pixel can recognize.

das Pixel reads the details the browser sends about itself, so the tab shows a minimum of in-app visits, not a full count. A link opened in an Android Custom Tab or an iPhone Safari View Controller looks like a regular browser. It counts as Not in an App.

A customer who opens your store in an app and buys in their own browser counts as 2 visitors. The app visit has no order. The order belongs to the visit in their own browser, which arrives as a new visitor.

Most visits in the Facebook and Instagram apps start from an ad click. Their Conversion Rate reflects ad visitors as well as the app.

Summary Cards and Chart

The cards above the table are Conversion Rate, Average Order Value, Orders and Order Match Rate. They cover every group, including those too small to list. With Compare on, the first three show their change.

Order Match Rate is the share of orders valued from their Shopify order.

The chart draws the Conversion Rate of up to 8 groups with the most sessions.

What Counts

• Visitors who declined analytics cookies, or who opted out of the sale or sharing of their data while Require Sale-of-Data Consent is on, aren’t recorded. Known bots are left out.
• Only events inside the date range count, in your store’s time zone.
• The device is the one the visit started on. A visitor who starts on a phone and buys on a laptop is 2 sessions.
• The app is the one the visit started in.
• Turn on Live to refresh the report every 30 seconds. Without it, a figure can be up to 10 minutes old.

A warning shows above the report when das Pixel saw less than 70% of your online-store orders in the last 30 days. This report has no Segment, Sales Channel or Filters control.

What Good Looks Like

There’s no target. Compare devices with each other. Groups differ in size, so read Conversion Rate and Average Order Value, not the number of orders alone.

A large gap in Conversion Rate between 2 devices can point to a checkout problem on the weaker one. It can also reflect different visitors, such as ad traffic that lands mostly on mobile.

What to Do About It

• A weak device: test your store and checkout on that device and browser.
• One browser version with a low Conversion Rate: check that your theme and checkout work in it.
• A device with a low Average Order Value: look at what mobile visitors buy, and whether bundles or free shipping thresholds help.
• An app with a low Conversion Rate: open your store from that app on a phone and walk through checkout. Compare the result with Not in an App.

Funnel by Channel, Device & Entry Page shows where each device’s visits drop off.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

• Conversion Rate & AOV by Device: open Reports and look under Web Analytics. It appears there once das Pixel is connected.