Cart metrics and Brand Analytics
Four metrics describe what shoppers do between seeing your product and buying it. They come from Amazon's Brand Analytics: Search Catalog Performance report, so they are available only to brand-registered sellers whose account has the Brand Analytics role. See Why are my Brand Analytics pages empty?.
| Metric | Formula |
|---|---|
| Total Add to Cart | Cart adds from search, summed over the loaded weeks |
| Cart → Purchase | Orders received × 100 ÷ Total Add to Cart. Orders received are every order created in those weeks, all statuses. |
| Add-to-Cart Rate | Cart adds ÷ search clicks |
| Cost per Add to Cart | Ad Cost ÷ cart adds, over the weeks whose ad data is fully imported |
Why whole weeks
Brand Analytics reports a Sunday to Saturday week and cannot split it by day. So SellerTacos counts only weeks that fall completely inside your date range. A range such as "last 30 days" can leave out a few days at each end, and the tile says which weeks it covers when you hover.
Matching Seller Central exactly: pick a calendar month
When your range is exactly one whole calendar month (for example 1 Sep to 30 Sep), SellerTacos uses Amazon's monthly report, which has no partial weeks, and compares it with the previous calendar month. The arrow then reads "vs previous month".
Comparisons
Otherwise a cart tile compares with the previous period only when that period has the same number of loaded weeks, so you never compare two weeks with three.
Why a tile can be empty
- No fully loaded week lies inside the range yet.
- The range starts before your order history does, so Cart → Purchase is unknown.
- Your account is not brand-registered, or lacks the Brand Analytics role.
Using the numbers
Rising cart adds with a falling Cart → Purchase point at price, coupon, delivery promise or stock, not traffic. See Keyword Performance for the same signal per search term.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.