What is Basket (Cart) to Detail Rate & Buy to Detail Rate in Google Analytics?

Colin Differ

July 24, 2020

There’s a lot of great and useful data in Google Analytics and, whilst some of the names Google gives the data are fairly self-explanatory, sometimes they’re quite confusing. One of the questions we’ve had recently is ‘what is Basket to Detail Rate and Buy to Detail Rate’, so we thought we’d tell you the answer too.

What is the Basket (Cart) to Detail Rate?

The Basket to Detail rate (sometimes known as Cart to Detail Rate) is the percentage of how many of your visitors have visited a Product page to how many people added it to the basket. You can only see this if you have Enhanced Ecommerce set up correctly.

One of the reasons it can get a bit confusing (other than the fact it feels like it should be called the Detail to Basket Rate) is that not everyone calls a product page a Product Detail page. The Data Layer on the Product Page in Enhanced Ecommerce is the Product Detail Data Layer which passes on all the information on your products to GA. The other part of the calculation is taken from the Add to Cart Data Layer

How is the Basket to Detail Rate Calculated?

The Basket to Detail rate is calculated by dividing the times a product is added to the basket by the views of the product details.

What is the Buy to Detail Rate?

The Buy to Detail Rate is how many of your visitors have viewed your products vs how many have actually bought that product.

This can only be seen if you have the Product Detail Data Layer and the Purchase Data Layer firing correctly, and the product information between the two match.

How is the Buy to Detail Rate Calculated?

The Buy to Detail Rate is calculated by dividing the unique products bought by the amount of times that product has been visited.

We hope you’ve found this article useful. Propellernet offers Google Analytics training, so if you would like to learn more face to face, please contact us. If you are concerned about your Google Analytics account, we can perform a full Google Analytics Audit or, for anything else, check out our range of Analytics Services.

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