<b>$31 → $58</b>

<b>$31 → $58</b>

Whole-cart attribution means your effective order value is the <i>cart</i>, not the linked item. Pages that send buyers mid-shopping-trip (not just to one SKU) nearly double recorded order value.

Linked-item price vs realized cart value (n=2,600 orders):
— Linked SKU average ▅ $31
— Realized cart average ▇▇▇ $58

The $27 delta is items you never mentioned, credited by the 24h cookie.

Levers that raise it: linking accessories, 'frequently bought together' framing, gifting content (multi-item baskets).

So what: measure realized order value, not link price. Your 3% category may be paying on a $58 cart, not a $31 product.