What is Purchase Intent vs. Purchase Action?
You embedded your listing on your website, you drove your marketing activities to your Pour Now consumer listing as the final mile, and now you're ready see the dollars roll in!
You log into the platform, click into the Listing analytics, and are excited to see the numbers start to add up. As you dig in, perhaps you start to wonder: how exactly does Pour Now measure GMV? And what's the difference between Purchase Intent and Purchase Action?
What is Purchase Intent?
Purchase Intent means that the shopper clicked on the whitespace of the listing card or on the "Shop Now" CTA, both of which will take them to the Product Detail Page of that retailer.
Clicking on either the listing card or "Shop Now" takes a shopper to the PDP on that retailer's website:
What is Purchase Action?
Purchase Action means that the shopper clicked "Add to Cart" (which is a significantly different CTA) and was injected into the cart of that retailer, one click away from checkout.
Clicking on "Add to Cart" injects the shopper directly into the cart of that retailer's website:
Coming soon!
As a brand, your job is to move the shopper down the purchase funnel as far as possible, knowing that you cannot be expected to control the quality of the checkout or shopping experiences provided by every retailer who carries your products. We all want the data passback for actual conversions, and our team is working hard to make that available to you in the near future.
In fact, for 1,300 of the 30,000 retailers in our system, we already get conversion data passed back. You won't see this in the analytics today because this group of retailers represents such a small percentage of our total retailer base, but we're in active talks with many more retailers to get this level of data passback. Once we do, you'll see another breakout column in the analytics called "Full Basket Value", which will be true conversion data. GMV will then be the sum of Purchase Intent + Purchase Action + Full Basket Value.