Metrics
This page provides a complete reference for all metrics used in Elevate's experiment reports. Each metric is defined below, organized into raw metrics collected directly from visitor activity and calc
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.
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.
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
Last updated