A metric is based on an event and helps to analyze the number of collected events (or their mean/average) and compare it to a baseline, generally the total number of unique visitors or the total number of sessions. For more information about definitions, please refer to the following article.
In this article, you'll find detailed information about all AB Tasty transactional metrics:
- Transaction rate
- Average order value
- Average product quantity
- Revenue
- Revenue uplift
- Revenue uplift (potential)
Metrics based on “transaction”
You need to set up the transaction tag on your website, it collects transactions from your checkout page. For more information, please refer to this article.
The event "transaction"
It’s triggered each time a visitor performs a transaction on the website and is normally sent from your checkout/validation page.
AB Tasty receives the event transaction but also all the information added in the transaction tag:
-
- transactionRevenue
- affiliations
- paymentMethods
- currencies
- shippingMethods
- customVariableNames
- productCategories
- transactionRevenue
All this information is useful to calculate metrics and also to filter your report on specific purchases.
Total vs unique
This data is displayed two times and with a different definition and calculation in the reports:
-
Total transactions: total number of transactions/single purchases performed during the campaign for each variation
-
Unique transactions: total number of different buyers (unique visitors who have performed one transaction at least)
In this example, as the unique transaction and the total transactions column are not equal, we conclude that some unique visitors have purchased more than one time during the campaign duration, in both original and variation groups.
In the reporting, select metric view: Raw data
AB Tasty variable : transactions
Transaction rate
In the reporting, select:
- metric view: Overview
or - metric view: Transaction detailed data
The transaction rate is always automatically calculated at the visitor level:
Calculation
AB Tasty variable: transactionUserConversionRate
Example
Growth between two transaction rates
In the reporting, select: metric view: Transaction detailed data
In a test campaign, this metric compares two transaction rates (at a visitor level or a session level) and helps to identify the best performer between two variations (the variation is compared to the baseline, which is the original version).
The growth metrics are always displayed on all variations except on the one which is used as the baseline. See this article to learn how to change the baseline in a report.
Calculation
Example
Average order value
In the reporting, select: metric view: Overview
The average order value calculated on all the recorded purchases in the variation.
Calculation
Example
20 different transactions recorded, for a total amount of $10,000.
Average order value = $10,000/ 20 = $500
Growth between two average order value
In a testing campaign, this metric compares two average order values and helps to identify the best performer between two variations (the variation is compared to the baseline, which is the original version).
In the reporting, select: Average order value detailed data
Calculation
Average order value variation - average order value baseline
Example
Average order value original = $154.20
Average order value variation = $153.90
Average order value growth = $154.20 - $153.90 = $+0.30
Average product quantity
In the reporting, select: metric view: Average order value detailed data
Average product quantity is calculated on all the recorded purchases in the variation.
Calculation
Total number of items purchased in all transactions / number of transactions
Example
Total number of transactions = 153
Number of purchased items = 298
Average product quantity = 298 / 153 = 1.94
Average product price
In the reporting, select: metric view: Average order value detailed data
Average price of a purchased item per variation
Calculation
Example
Total revenue: $10,000
Number of purchased items: 298
Average product price = $10,000 / 298 = $33.55
Revenue
In the reporting, select: metric view: Revenue detailed data
This is the revenue generated by each variation (turnover = sum of all transaction values).
Please consider the variable you use to capture the amount of a purchase when you’ve installed your transaction tag, this amount doesn’t have to contain the delivery fees or taxes.
Revenue uplift
In the reporting, select: metric view: Revenue detailed data
This is the difference between the revenue of a variation compared to the revenue of the baseline (original)
Calculation
Revenue variation - revenue original
Revenue uplift (potential)
In the reporting, select: metric view: Revenue detailed data
This is the fictive amount that could have been earned if 100% of the traffic of the campaign had been assigned to the variation (assuming the same behavior in terms of transaction rate and average order value).
Calculation
For an A/B Test with only one variation: