Use converting sessions, not an unrelated total
For a session conversion rate, count each session with the chosen action once. Shopify defines its store conversion rate using sessions that resulted in a purchase and notes that orders can differ from converting sessions. Google's session key event rate also counts sessions where a key event occurred. A raw count of orders, repeated events or button clicks is not interchangeable with either measure.
- Choose one completed action, such as a purchase or a submitted inquiry, and keep it the same in both periods.
- Take the denominator and numerator from the same report and filters. Do not divide platform purchases by a different platform's session count.
- Use the same timezone and comparable date ranges. Record any tracking changes, promotions, stock changes or changes in traffic sources.
- Leave unavailable values unknown. Zero converting sessions is meaningful only when the report actually observed zero.
Worked example: visits rise faster than purchases
This is a fictional arithmetic example, not a benchmark or an OVO campaign result. The first period has 1,000 sessions and 20 sessions with a purchase. The second has 1,500 sessions and 24 sessions with a purchase. The conversion rates are 2.0% and 1.6%. That is a decrease of 0.4 percentage points, or a relative decrease of 20%. There are still four more converting sessions in the second period. A lower rate and a higher purchase count can happen together.
Check what could make the periods different
A change in the ratio is a description. Before deciding what to do, inspect the source mix, devices, destination pages and product availability. Review any change to event collection or consent settings. Two periods can contain different kinds of visitors, and the same person can return in more than one session. A before-and-after comparison alone cannot isolate a campaign's effect.
Handle empty periods honestly
With zero sessions, the session conversion rate is undefined. If the first period has a conversion rate of zero, a relative percentage change from that rate is undefined too. You can still describe the later rate and the difference in percentage points when both rates exist. Small counts can move sharply when one extra session converts; this comparison does not test statistical significance.
Choose the next test from the evidence
If the destination is broken, fix it. If the reports disagree, resolve the definitions or missing data. If shoppers can reach and buy the product but still have an unanswered product question, a creator demonstration may be worth testing. State that question in the brief and record the content, placement and dates. OVO can discuss creator content or sponsored publication; the comparison itself is not evidence that either will improve sales.
Frequently asked questions
Can I enter total orders as conversions?
Use sessions with the chosen completed action for a session conversion rate. A session can include more than one order, so total orders can produce a different measure. Check the field definition in your report.
Does a higher conversion rate prove the new content worked?
No. The periods may differ in visitors, offers, product availability or measurement. This comparison describes the numbers and does not estimate an isolated campaign effect.
Why distinguish percentage points from relative change?
Percentage points subtract one percentage from the other. Relative change divides that difference by the earlier percentage. They answer different questions, and relative change is undefined when the earlier rate is zero.
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