Why is there a difference between Unique Conversions and Orders in my test results?

In your test results, you may notice that the number of Orders is higher than the number of Unique Conversions. This is expected and due to how each metric is tracked:

• Unique Conversions: Counts one conversion per visitor. Even if a visitor converts multiple times, it will only be counted once.

• Orders: Counts the total number of conversion events, regardless of who triggered them. If a single visitor completes multiple orders, each one is counted.

This distinction helps you understand not just how many visitors are converting, but also how frequently conversions are happening.