When a category conversion rate is lying to you
Returns, gift cards, and sample sizes can make a ‘strong’ category look healthier than the cash in the bank.
Conversion to paid order is not the same as kept revenue. In apparel, a size-heavy category can convert brightly and still return half the units. Our packs note return rates when clients supply them beside the conversion table.
Gift cards and store credit
Orders paid with gift cards can inflate conversion while cash contribution stays flat. Flag those tender types in the export if you want the briefing call to stay honest.
Bundle SKUs
Bundles that contain multiple units sometimes appear as one line. We ask whether to count the bundle or explode components before category tables are locked.