Attach rate is the share of orders that add package protection: protected orders divided by all orders. It is one of the three levers behind protection revenue, together with order volume and the fee. Measure it by placement and by order value, change one thing at a time, and judge every test by fee revenue minus claims rather than the rate alone.
For the term itself, see attach rate. For the wider model, see the package protection guide.
How do you calculate it?
Attach rate = protected orders ÷ all orders
Use the same period and the same order set for both numbers. Exclude orders that cannot be protected, such as store pick-up or digital-only orders, so the rate reflects real choices.
Is there a benchmark?
Not a reliable public one. Attach rate depends on the price, where the widget sits, whether protection is opt-in or pre-selected, what you sell and who your customers are. A number from another store tells you little about yours. Measure your own baseline for four weeks, then improve against it.
How should you break it down?
| Cut | Why it matters |
|---|---|
| By placement (cart, cart drawer, checkout, thank-you) | Shows which spot actually works |
| By order value band | Customers protect expensive orders more often |
| By device (mobile vs desktop) | Widgets can be easy to miss on small screens |
| New vs returning customers | Returning customers who had a good claim experience may opt in more |
| By country | Risk and expectations differ by destination |
What raises attach rate?
- Visibility: next to the cart subtotal and in the cart drawer, not below the fold.
- Clarity: one line on what it covers, the price beside the toggle.
- Trust: a link to a short, fair policy.
- Fair pricing: price bands so small carts are not overcharged.
- A second chance: a thank-you page offer for customers who skipped it.
- Default state: auto-add with clear “optional” labeling raises the rate, but test it carefully; see opt-in vs auto-add.
How do you test changes properly?
- Change one thing per test: placement, wording, price or default.
- Run each version for the same length of time, at least two to four weeks, to cover weekly patterns.
- Compare fee revenue minus claims, checkout conversion and support tickets, with attach rate as context.
- Keep a simple log of what changed and when.
Which mistakes skew the number?
- Counting test orders or staff orders, which inflate or deflate the rate.
- Mixing periods: protected orders from one week against all orders from another.
- Ignoring removed protection: if customers can remove the item after it was auto-added, count only orders that still carry it at payment.
- Comparing across seasons: holiday traffic behaves differently, so compare like with like.
Why can a higher attach rate be worse?
If you halve the fee and the attach rate rises by a third, total fees fall. If auto-add raises the rate but conversion drops, you lose more than you gain. The goal is the most net protection revenue without hurting checkout or trust. The shipping protection calculator shows how rate and fee interact.
To set up placements and track results, see Sam Shipping Protection and the package protection widget design principles.
Frequently asked questions
What is a good package protection attach rate?
There is no reliable public benchmark, because rates depend on price, placement, default state, product type and audience. Measure your own baseline, then improve it against itself.
How do I calculate attach rate?
Divide protected orders by all orders over the same period. If 420 of 1,000 orders added protection, the attach rate is 42%.
Does a higher attach rate always mean more revenue?
No. A lower price can raise the rate but reduce total fees. Compare fee revenue minus claims across tests.
Part of our guide: Package protection →