Cost Per Unique Add to Cart is the total ad spend divided by the number of first-time items added to the shopping cart.
In ecommerce, the Cost Per Unique Add to Cart refers to the advertising cost it takes to make a user add a product or a set of products to their cart for the first time. Characterized as an important ecommerce metric, it allows online businesses to measure and evaluate the efficiency of their advertising expenditure concerning prospective customer interactions.
Cost Per Unique Add to Cart = Total Ad Spend / Unique Add to Cart Events
Let's imagine an ecommerce store spends $1000 on an advertising campaign and gets 200 unique add to cart events as a result. So, the Cost Per Unique Add to Cart will be $1000 / 200 = $5.
The Cost per unique add to cart serves as an essential metric as it offers crucial insights on the efficiency of a company's marketing efforts. It enables businesses to understand whether their ad spend is drawing enough customers into the buying process. High cost per unique add to cart indicates that a company is spending too much to get customers to add an item to their cart, reflecting inefficient advertising efforts.
This include the relevance and quality of the advertisement, the product's appeal, pricing, competition, and the user experience on the website. Also, the time of the year or day can impact shopping behaviors.
Improving this metric involves optimizing your product offerings, improving your ad targeting, and ensuring your marketing messages resonate with your target audience. Better product descriptions, detailed images, and competitive pricing can entice customers into adding products to their cart. More accurately targeted ads draw in more focused and potential customers.
Cost per unique add to cart impacts and is impacted by other ecommerce metrics such as cost per click (CPC), click-through rate (CTR), and conversion rates. It also directly influences Cost Per Acquisition (CPA) as a lower cost per unique add to cart event can lead to a lower CPA.