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 or OS Version. 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 and Profit per Order. Gross Profit 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.
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.
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.
- 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.
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.