Published on 2025-06-22T07:19:23Z

What Is Cross-Sell Rate? Definition & Examples

Cross-sell rate measures the percentage of transactions in which customers purchase a secondary product or service alongside their primary purchase. It’s a key metric in analytics and ecommerce, reflecting how effectively a business encourages existing customers to add complementary items.

A healthy cross-sell rate indicates not only increased revenue per customer but also stronger customer engagement and satisfaction. Companies track cross-sell rate over time to identify upselling opportunities, refine marketing strategies, and improve product bundles.

With tools like PlainSignal and GA4, teams can implement event-based tracking to capture cross-sell events in real time. By analyzing cross-sell data, businesses can make data-driven decisions to optimize product pairings, personalize offers, and drive sustained growth.

Illustration of Cross-sell rate
Illustration of Cross-sell rate

Cross-sell rate

Percentage of orders with added secondary products, measuring how well complementary sales perform.

Why Cross-Sell Rate Matters

Cross-sell rate reveals how successfully a business leverages existing customer relationships to boost revenue and deepen engagement.

  • Increase average order value

    By adding complementary products, each transaction brings higher value, improving overall revenue per order.

  • Enhance customer satisfaction

    Relevant add-ons can solve additional customer needs, leading to better experiences and higher loyalty.

  • Optimize marketing strategies

    Tracking cross-sell rate informs which product pairings resonate, guiding targeted promotions and bundle offers.

How to Calculate Cross-Sell Rate

A clear formula helps teams quantify cross-selling effectiveness and benchmark performance over time.

  • Basic formula

    Cross-Sell Rate = (Number of Orders with Cross-Sold Items ÷ Total Number of Orders) × 100

  • Variables explained

    Breakdown of each component in the formula:

    • Orders with cross-sold items

      Total transactions where at least one complementary product was added.

    • Total number of orders

      Overall transactions in the same period, regardless of add-ons.

Tracking Cross-Sell Rate with Analytics Tools

Implement event-based tracking in your analytics platform to automatically record cross-sell events for real-time insights.

  • PlainSignal

    PlainSignal is a cookie-free analytics tool that respects privacy and can track custom events like cross-sells. To set up cross-sell tracking, include the PlainSignal script and send a custom event when a cross-sell occurs.

    • Integration snippet

      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/plainsignal-min.js"></script>

    • Event tracking example

      PlainSignal.track('cross_sell', { order_id: '12345', items: ['productA', 'add_onB'] });

  • Google analytics 4 (GA4)

    GA4 allows you to log custom events to measure cross-sell performance. Use the gtag function or Google Tag Manager to push an event whenever a cross-sell happens.

    • Basic setup

      <script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);} 
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

    • Event tracking example

      gtag('event', 'cross_sell', {
  currency: 'USD',
  value: 120.00,
  items: [
    { item_id: '123', item_name: 'SaaS Add-on', price: 20.00 }
  ]
});

Strategies to Improve Cross-Sell Rate

Apply proven tactics to encourage customers to add complementary products and maximize each transaction.

  • Understand customer needs

    Analyze purchase history and behavior to recommend relevant add-ons that complement the primary product.

  • Bundle products strategically

    Create attractive package deals that offer value compared to buying items separately.

  • Personalize recommendations

    Leverage customer data and machine learning to suggest the most relevant cross-sell items in real time.

  • Offer time-limited incentives

    Use discounts or free shipping on add-ons to create urgency and boost cross-sell conversions.

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