How Noibu measures conversion and revenue in Page Analysis

Page Analysis in Noibu surfaces two types of conversion and revenue metrics: one set at the page level, and one at the element level within heat maps. Together, they help ecommerce teams understand not just where shoppers click, but which pages and elements are contributing to purchases. This article explains how each metric is defined and calculated.

Page-level metrics

The metrics ribbon at the top of every Page Analysis view shows aggregate performance for the selected page and date range. Two metrics in the ribbon relate directly to conversion and revenue:

Conversion rate — the percentage of sessions containing the selected page page that completed a checkout. This gives a quick read on whether a page is supporting the buying journey.

Revenue per session — the average checkout revenue generated per session that visited this page. This metric reflects both how often visitors convert and how much they spend when they do, making it a more complete signal of page-level business impact than conversion rate alone.

Element-level metrics

When you click any element in the click map, a popover displays conversion and revenue metrics specific to that element. You can also toggle the heat map itself to visualize these metrics across the entire page.

Checkout conversion rate

The percentage of sessions in which a shopper clicked this element and completed a checkout. This metric is best understood as a correlation signal, indicating which elements buyers tend to engage with, rather than which element directly caused the purchase.

• Formula: Sessions with a click on this element that resulted in a completed checkout ÷ total sessions with a click on this element

• Example: 1,000 sessions included a click on a hero banner. 80 of those sessions ended in a checkout. Checkout conversion rate = 8%.

• What it tells you: How effectively this element moves shoppers toward purchase. It identifies whether an element is part of the buyer's path — not just the visitor's path.

How attribution works: Checkout conversion rate uses session co-occurrence: if a shopper clicked an element and completed a checkout within the same session, that session counts toward the element's conversion rate. 

Revenue per session

The average checkout revenue across all sessions in which this element was clicked, including sessions that did not convert.

• Formula: Total checkout revenue from sessions where this element was clicked ÷ total sessions where this element was clicked

• Example: Those same 1,000 sessions produced $12,000 in total checkout revenue. Revenue per session = $12.

• What it tells you: The financial value of each interaction with this element. Revenue per session captures both how often users convert and how much they spend when they do — something checkout conversion rate alone cannot show.

Why use both metrics together?

Checkout conversion rate and revenue per session each tell a different part of the story. Consider two elements on the same page:

Element A converts more often. But Element B attracts shoppers who spend twice as much when they do buy — making it the higher-value element overall. Optimizing based on conversion rate alone would favour Element A and leave revenue on the table. Revenue per session surfaces the fuller picture.

Enabling revenue metrics

Checkout conversion rate is available to all customers with no additional configuration required. Revenue depend on order data being passed to Noibu at checkout completion. This data is automatically collected for Shopify, BigCommerce, and Magento (Adobe Commerce Storefront Events SDK) customers. 

For stores on other platforms you must pass order data to Noibu using the track function in the Noibu JavaScript SDK. Learn more about the track function.