Interpreting sales conversion rates

The Sales Conversion report combines daily visitor sessions, accepted e-commerce orders, and total order amounts. However, the report does not calculate conversion rate or average purchase and excludes days with visitors but no accepted orders.

Run Sales Conversion Report

The sales conversion report can be found in the Reports view of the Dashboard.

1. Open Reports and find the Sales Conversion Report .
2. Select Run Report .
3. Set the date range. The default is the last 30 days.
4. Review the daily rows in the Preview tab, or open Export and select Download CSV .
5. Select Chart to compare visitors and orders in a line chart.

The preview may be truncated. The CSV export contains the same daily result structure for the entire limited period.

Read the daily columns

When you use the Sales Conversion report, each returned row contains:

• Date : Purchase date of accepted orders.
• Visitors : the sum of sessions recorded in statistics table for the same day.
• Orders : the number of accepted online store orders for the day.
• Total Sales : The sum of the Total lines for these orders.

Cancelled, returned, quotation, test, uncollected and orders imported from the ERP system are removed from the order set. Total sales is the total amount of the order, not separately selectable net or gross sales.

Calculate average purchase and conversion

The Sales Conversion report does not return the average purchase or conversion rate. You can calculate them for the returned days in a spreadsheet:

• Average purchase = Total sales / Orders.
• Conversion rate = Orders / Visitors × 100.

Do not divide by zero if the number of visitors or orders is zero. The conversion for the entire period is calculated by dividing the total number of orders by the total number of visitors, not as an average of the daily percentages. The average purchase is calculated from the total sales amount and the total number of orders, respectively.

Note the missing zero order days

The Sales Conversion report generates a result from order dates and associates visitors with them. A day with visitors but no accepted orders will not be included in the report at all. Therefore, the sum of visitors in the CSV will be less than the actual number of visitors for the entire period and the total conversion calculated from it may look too good.

Do not use the report for published conversion figures or final campaign evaluation. Check all days in a separate visitor report and combine orders by date so that zero order days are included.

Interpretation examples

The daily rows returned from the sales conversion report can be used to initially identify anomalies.

• If there are a lot of visitors in relation to orders, check the campaign page, product range, pricing and checkout path.
• If the number of orders increases but the average purchase decreases, sales may not necessarily increase in the same proportion.
• If the average purchase is increasing but traffic is decreasing, check if there is a change in customer mix, campaign, or product range.
• Confirm the unusual day from the Sales Report, Visitor Report, and Operational Events.

The report does not return a campaign, newsletter, or traffic source. The chart only shows the Visitors and Orders series, not sales, average purchase, or conversion.

Limit the use of money

The Sales Conversion report does not return currency and does not group or convert between currencies. If there are multiple currencies in a transaction, Total Sales may combine disparate amounts. Calculate average purchase from data in only one currency or with an approved currency conversion.

The sales amount in the report should not be used as the accounting or currency-specific revenue truth.

Perform currency-specific sales analysis in the actual Sales Report or other report that requires a single currency and defines net or gross sales.