Collect the matching inputs.
Deduplicate add-to-cart events by session. Verify variant selection, quick-add buttons and mobile tracking so the same action is recorded consistently.
← All ecommerce KPIs
Shopping journey · ATCAdd-to-cart rate.
Add-to-cart rate.
Make the next step feel natural.
Session add-to-cart rate is the percentage of eligible store sessions containing at least one add-to-cart action.
Start with your numbers.
ATC calculator
01 / The definitionWhat is
What is
add-to-cart rate?
Session add-to-cart rate is the percentage of eligible store sessions containing at least one add-to-cart action.
More cart activity does not guarantee purchases. Accidental clicks, unavailable variants and confusing cart behavior can inflate the rate.
02 / The measurementA clear formula.
A clear formula.
A useful comparison.
ATC =Sessions with an add-to-cart action ÷ Eligible store sessions × 100
Read the result in context.
Segment product category, device and acquisition source. Compare with checkout completion and revenue before calling a change successful.
Document the comparison.
Keep the reporting dates, population, exclusions and calculation with every result. Show underlying counts as well as the average or rate, so a small sample does not look more conclusive than it is.
Illustrative example
From inputs to insight.
- Sessions with an add-to-cart action
- 900
- Eligible store sessions
- 10,000
- ATC
- 9%
9% of sessions added an item to a cart. Repeated clicks in one session do not increase the numerator.
Try your numbers ↑03 / Industry benchmarksContext first.
Context first.
Targets second.
Segment product category, device and acquisition source. Compare with checkout completion and revenue before calling a change successful.
We have not verified a public industry benchmark that matches the exact definition used on this page. A precise-looking generic range would hide important differences between businesses.
Build your own benchmark
Start with a comparable baseline.
01
Match the population.
Choose the category, channel or customer cohort you can compare consistently.
02
Let the data mature.
Use complete periods and allow the purchase, attribution or returns window in your definition to close.
03
Test a specific opportunity.
Set a target from your economics and observed variation. Keep conversion and contribution in view.
04 / Clerk customer evidenceReal stories.
Real stories.
Clear measurement limits.
We have not verified a published Clerk customer case with a quantified add-to-cart rate result matching this page’s definition.
What would count as useful evidence?
A case reporting sessions with an add-to-cart action and eligible store sessions, with the time window and comparison method. General revenue growth or a related engagement metric does not establish this result.
Customer stories describe individual implementations. They are not industry benchmarks, guarantees or standardized causal tests.
05 / Put it into practice
Make the next step feel natural.
Show price, availability and delivery information near the purchase action; offer relevant alternatives when the first choice does not fit.
06 / Common questionsA little more
A little more
clarity.
How do I calculate add-to-cart rate?
Sessions with an add-to-cart action ÷ Eligible store sessions × 100. 9% of sessions added an item to a cart. Repeated clicks in one session do not increase the numerator.
What should I check before comparing results?
More cart activity does not guarantee purchases. Accidental clicks, unavailable variants and confusing cart behavior can inflate the rate.
What is a good add-to-cart rate?
Segment product category, device and acquisition source. Compare with checkout completion and revenue before calling a change successful.
Does a higher attributed result prove incremental growth?
No. Attribution connects an interaction with an outcome under a reporting rule. To estimate what a change added, compare randomly assigned treatment and control groups using the same eligible population and a predefined measurement window.
Keep learning
Connect the numbers.
Your next opportunityMake product discovery
Make product discovery
work harder for your store.
Explore how Clerk helps shoppers find relevant products throughout their journey.