Attributed Conversions: Revenue Attribution Metrics

Track attributed conversions in Upstack funnel metrics. Includes Conversions, Conversion Value, Unique Converters, Average Conversion Value, and Session Conversion Rate.

Conversion metrics measure the outcomes of your marketing funnel—how many visitors complete a desired action and the value those actions generate. These metrics are the foundation of marketing attribution and ROI analysis.

Data Source: Upstack Pixel + Shopify
Metrics: 176

Key Metrics in This Group

The table below highlights the most commonly used conversion metrics — browse the full list of 176 in the sidebar.

Metric	Description	When to Use
Purchases	Count of tracked purchase events	Measure conversion volume
Conversions	Count of attributed conversion events	Measure action volume
Conversion Value	Total monetary value of conversions	Measure revenue impact
Unique Converters	Distinct individuals who converted	Count new customers
Average Conversion Value	Average value per conversion	Measure quality of conversions
Session Conversion Rate	Percentage of sessions resulting in purchase	Measure store efficiency
Upsell Purchases	Count of upsell purchase events	Track post-purchase revenue
Cost per All Purchase	Ad spend per purchase event (all types)	Measure acquisition efficiency
Cost per Purchase	Average ad spend per purchase event	Measure ad efficiency
High AOV Purchases	Purchases above average order value	Identify premium buyers
Low AOV Purchases	Purchases below average order value	Identify upsell opportunities
Lead Value	Total monetary value of lead events	Measure lead generation revenue
Checkout Rate	Percentage of sessions that reach checkout	Measure checkout funnel efficiency
Repeat Purchase Rate	Percentage of purchases from returning customers	Measure customer retention

How These Metrics Relate

These metrics form a complete picture of conversion performance:

• Conversions counts individual conversion events (one person can convert multiple times)
• Conversion Value sums the monetary value of all those events
• Unique Converters counts distinct people, regardless of how many times each converted
• Average Conversion Value = Conversion Value ÷ Conversions
• Session Conversion Rate = Purchases ÷ Sessions × 100
• Cost per All Purchase = Channel Spend ÷ All Purchases
• Cost per Purchase = Channel Spend ÷ Purchase Events
• Checkout Rate = Initiate Checkouts ÷ Sessions × 100
• Repeat Purchase Rate = Returning Customer Purchases ÷ Total Purchases × 100

The relationship between Conversions and Unique Converters reveals repeat conversion behavior—a higher ratio indicates customers converting multiple times. Repeat Purchase Rate directly measures what percentage of your purchases come from returning customers. Session Conversion Rate measures overall store efficiency, while Cost per Purchase and Cost per All Purchase show your acquisition efficiency from different perspectives.

Choosing the Right Metric

• Volume analysis: Use Conversions to count total conversion events
• Revenue attribution: Use Conversion Value to measure monetary impact by channel
• New customer acquisition: Use Unique Converters to count new customers acquired
• Quality analysis: Compare Average Conversion Value across channels to find high-value sources
• Efficiency analysis: Use Session Conversion Rate to measure overall store conversion efficiency
• Cost analysis: Use Cost per Purchase to track ad efficiency per purchase event
• Funnel analysis: Use Checkout Rate to measure how many sessions reach checkout
• Retention analysis: Use Repeat Purchase Rate to measure customer loyalty and retention