Conversion Rate

Conversion rate is the percentage of visits to your store that finish with a purchase. If 1,000 people browse and 18 of them check out, your conversion rate is 1.8%. Shopify shows it on the analytics overview as "online store conversion rate", calculated from sessions rather than people, and refreshed alongside your other daily numbers.

It is not a measure of how many people liked your products, and it is not the same as Add-to-Cart Rate, which counts visits that reach the cart whether or not they pay. Nor is it Click Rate, which lives in email and ads and stops at your door. Conversion rate only counts completed orders.

Divide completed orders by sessions in the same period, then multiply by 100. The honest denominator is every session, including bounces, bots you have not filtered, and repeat visits from the same shopper. The flattering version divides by unique visitors, or by sessions that reached a product page, which quietly removes the traffic least likely to buy and lifts the figure. Both are defensible if labelled. Pick one denominator and keep it, because a rate that changes definition month to month tells you nothing.

Add-to-Cart Rate measures the step before payment, so it rises when the product page works and the checkout does not. Cart Abandonment Rate covers the gap between those two. AOV tells you what each converted session was worth, and conversion rate multiplied by AOV and sessions gives revenue. Click Rate measures traffic arriving, not orders leaving.