Ecommerce Conversion Rates are inaccurate with multiple purchases in one visit

[9joshua]

The Conversion Rates within Ecommerce reports do not factor multiple conversions within the same visit. Therefore the equation orders / visits yields inaccurate rates when a single visit contains multiple orders.

This can be reproduced by tracking more than one order in the same visit...

The equation should instead be visits with orders / all visits, and the column labelled "Ecommerce Orders" should instead read "Visits with orders."

[sgiehl]

@9joshua I guess that's a fundamental decision if multiple conversions within one visit count for the conversion rate or not. Logically it's fine to say, that when having one visit, but 6 conversions, that the conversion rate is 600%. But I also understand the need to have a conversion rate that is calculated based on the number of visits that had a conversion. I'll pass this to our product team for discussion / consideration.

[9joshua]

Thanks @sgiehl The other issue I see is that if you have a store where multiple conversions do happen, the current calculation will inaccurately affect the overall conversion rate. If every other visit generates 2 orders and the other visits convert none, you will have a false report of 100% conversions and a misunderstanding of how well your store is performing.

[atom-box]

The exact same term is defined differently in different parts of our dashboard.

The two definitions Matomo uses for Ecommerce Orders conversion rate:

• in Ecommerce >> Overview it means (number-of-visits-with-an-order / visits)
• in Ecommerce >> Sales it means (number of orders / visits)

So at least, we are using this term inconsistently. Can this ticket be about fixing the inconsistent use of this term?

[9joshua]

The two definitions Matomo uses for Ecommerce Orders conversion rate

Perhaps including both of these metrics in ecommerce Sales & Products reports would be a solution.

[abbrownanalytics]

I am working with a company who is also experiencing this issue, and agree with @9joshua that making both of the metrics available would be a good solution. Whether to use a visit-based or transaction-based conversion rate should be up to the business as there are valid reasons for each. I suggest naming the metrics Ecommerce Conversion Rate (Visit) and Ecommerce Conversion Rate (Transaction), or something similar, so it is absolutely clear what is being reported.