Add-to-Cart Value

Add-to-Cart Value shows the value of what visitors added to their carts each period, next to the revenue from completed purchases. It shows demand building before it turns into sales.

How It’s Calculated

Each row of the table is one period. A period is an hour for a date range of up to 3 days, a day for up to 93 days, and a month beyond that. The columns are:

• Add-to-Cart Events: the number of times an item was added to a cart. An add counts every time, even when the same visitor adds the same item twice.
• Sessions Adding: the number of different sessions that added at least one item.
• Units Added: the number of items added.
• Add-to-Cart Value: the items added times the price shown when they were added. It is before discounts and shipping, and it isn’t a forecast of revenue.
• Completed Revenue: the value of the 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.
• Realization Rate: Completed Revenue divided by Add-to-Cart Value.
• Price Coverage: the share of add-to-cart events that carried a price.

Adds and purchases are counted in the period they happened. A purchase is counted in the period of its checkout, which can be a day after the cart was built. Realization Rate therefore compares 2 flows in the same period.

It isn’t the share of carts that converted.

It also differs because the 2 sides are measured differently: the cart value is before discounts, and revenue is after discounts and includes shipping and tax.

Only an add-to-cart event where your theme sent a price can add to the value. A low Price Coverage means Add-to-Cart Value is an undercount.

For the share of each product’s carts that turned into purchases, use Product Funnel.

Summary Cards and Chart

The cards above the table are Add-to-Cart Value, Completed Revenue, Realization Rate, Sessions Adding and Order Match Rate. They cover the whole date range. Sessions Adding adds up the periods, so a session that adds items in 2 periods counts twice.

With Compare on, each card except Order Match Rate shows its change.

The chart draws Add-to-Cart Value and Completed Revenue per period. Switch it between a line, an area and bars. With Compare on, it adds the earlier period’s Add-to-Cart Value.

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.
• 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. Read Add-to-Cart Value as a demand trend, not a sales figure. A rise in it that Completed Revenue doesn’t follow can mean carts are filling and not checking out.

Check Price Coverage first. A low figure means the trend is incomplete.

What to Do About It

• Add-to-Cart Value rising and Completed Revenue flat: check Cart & Checkout Abandonment Value for where carts are lost.
• A low Price Coverage: treat Add-to-Cart Value as an undercount, and compare periods only with each other.
• A fall in Add-to-Cart Value: check the traffic in Traffic Overview before you look at the carts.

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

Where to Find It

• Add-to-Cart Value: open Reports and look under Web Analytics.