Glossary · Conversion · also ATC rate
What is add-to-cart rate?
Add-to-cart rate is the share of sessions in which at least one product is added to the cart. It measures whether the product page did its job, through pricing, imagery, variant selection and delivery expectations, separately from whether checkout worked afterwards.
- Reviewed 6 October 2026
In more detail
Splitting add-to-cart rate from checkout completion is one of the most useful cuts in ecommerce analytics, because the two are fixed by different work. A poor add-to-cart rate is a merchandising and product-page problem. A poor checkout completion rate is a cost, trust or usability problem.
It is also the earliest step with commercial intent, which makes it a useful step to judge a test at when traffic is thin: it happens far more often than a purchase, so a comparison needs fewer sessions to reach a conclusion. The cost is that it answers a narrower question than revenue does.
Key points
- Isolates product-page performance from checkout performance.
- A useful early judging step for tests on low-traffic stores.
- Read it per device, because phones and desktops often differ widely.
Related terms
Guides that go deeper
- Diagnosis · 7 minHow to find which pages lose you the most customersExit rate finds your order confirmation page. Ranking pages by lost revenue finds the money. The calculation, in the order that gets there fastest.Read
- Testing · 5 minHow to split-test when you don’t have the trafficMost stores can’t read a purchase-level A/B test in a sensible time. Why, and the adjustments that make testing work at the volumes stores actually have.Read
Last reviewed against the product on 6 October 2026.
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