Measure conversion rate when the same buyer returns
Choose whether the question concerns sessions, people, or orders.
Define the unit before counting
A customer can visit three times and buy once. Session conversion treats two visits as non-converting. Buyer conversion counts a single person who bought. Neither answers how many orders each buyer placed unless you explicitly use an order metric.
Write the identity limits
Decide how you handle anonymous visitors, cross-device sessions, and repeat purchases. Where identity coverage is incomplete, use observable counts and state their scope. Avoid reconstructing a person’s behavior from data you should not collect.
Compare changes with a stable definition
If session conversion falls while buyer conversion holds, a longer research path may explain the difference. Look at traffic mix and time to purchase before blaming checkout. Document the numerator, denominator, and observation window beside both series.
Try a related tool
Find the share of eligible visits that completed a defined action. Count at most one conversion per visit for this calculation.
