Retail & E-commerce / Analytics
Add-to-Cart Rate ATC rate
The share of shoppers who put at least one item in the cart.
The fork, why two teams get different numbers
Both operands are contested.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: E-commerce funnel measurement convention ยท GA4 / MRC event-measurement docs (reference)