# Metrics

### Raw Metrics

Raw metrics are the foundational data points collected directly from visitor activity during an experiment. These values are not derived from other metrics — they represent actual counts and totals recorded as visitors interact with your store.

| Metric                        | Description                                                                                       |
| ----------------------------- | ------------------------------------------------------------------------------------------------- |
| Visitors                      | The total number of unique visitors who viewed a variation during the experiment period           |
| Sessions                      | The total number of browsing sessions for each variation (one visitor can have multiple sessions) |
| Revenue                       | The total revenue amount generated from orders attributed to each variation                       |
| Conversions (Conv.)           | The number of unique visitors who completed a purchase                                            |
| Orders                        | The total number of completed orders for each variation                                           |
| Shipping Revenue (Ship. Rev.) | The total dollar amount collected from shipping charges                                           |
| Add to Carts                  | The number of times visitors added products to their cart                                         |
| Reached Checkout              | The number of visitors who progressed to the checkout page                                        |
| Checkout Completed            | The number of visitors who successfully completed the checkout process                            |
| One Time Purchases            | The number of orders placed as one-time purchases (not subscriptions)                             |
| Subscription Purchases        | The number of orders placed as recurring subscriptions                                            |
| Bounces                       | The number of visitors who left without viewing another page                                      |
| Session Duration              | The total time spent on the site during a session, measured in seconds                            |

### Calculated Metrics

Calculated metrics are derived from raw metrics to provide deeper insight into experiment performance. These values are computed using formulas that combine two or more raw data points, making it easier to compare variations and understand how changes impact conversion, revenue, and visitor behavior.

| Metric Name                        | Description                                                                                         | How it's calculated                                                       |
| ---------------------------------- | --------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------- |
| Revenue Per Visitor (Rev./Visitor) | The average revenue generated by each unique visitor                                                | Total Revenue ÷ Total Visitors                                            |
| Revenue Per Session (Rev./Session) | The average revenue generated per browsing session                                                  | Total Revenue ÷ Total Sessions                                            |
| Conversion Rate (Conv. Rate)       | The percentage of visitors who made a purchase                                                      | (Conversions ÷ Visitors) × 100                                            |
| Session Conversion Rate            | The percentage of sessions that resulted in a purchase                                              | (Orders ÷ Sessions) × 100                                                 |
| Average Order Value (AOV)          | The average dollar amount spent per order                                                           | Total Revenue ÷ Total Orders                                              |
| Add to Cart Rate                   | The percentage of visitors who added items to their cart                                            | (Add to Carts ÷ Visitors) × 100                                           |
| Checkout Reach Rate                | The percentage of visitors who reached the checkout page                                            | (Reached Checkout ÷ Visitors) × 100                                       |
| Checkout Completion Rate           | The percentage of visitors who completed checkout                                                   | (Checkout Completed ÷ Visitors) × 100                                     |
| Cart to Checkout Rate              | The percentage of cart additions that led to checkout                                               | (Reached Checkout ÷ Add to Carts) × 100                                   |
| Checkout to Purchase Rate          | The percentage of checkouts that converted to purchases                                             | (Conversions ÷ Reached Checkout) × 100                                    |
| Average Session Duration           | The average length of time visitors spend on the site per session                                   | Total Session Duration ÷ Total Sessions                                   |
| Bounce Rate                        | The percentage of visitors who left without viewing another page                                    | (Bounces ÷ Visitors) × 100                                                |
| Projected Revenue                  | An estimated total revenue based on current performance trends and projected monthly visitor totals | Projection based on current revenue trajectory and monthly total visitors |
| Probability to Win                 | The statistical likelihood that a variation will outperform the control                             | Bayesian statistical analysis comparing variation performance to control  |