> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Guest vs Account Orders, Adobe Commerce > Guest vs Account Orders for Adobe Commerce stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) ## At a glance > Split between guest checkout and registered-account checkout, by count and revenue. Adobe Commerce's guest-vs-account distinction matters more than on Shopify-class platforms because B2B portals require approval-workflow-eligible accounts (no guest B2B), tier-pricing-aware rendering, and saved-card-vault availability differs by route. Most consumer Store Views run a configurable mix; B2B portals are typically registered-only. | | | | ------------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `COUNT(orders) GROUP BY (customer_is_guest = 1)` over the trailing 30 days. Returns guest count, registered count, plus revenue and AOV per bucket. | | **API field** | `customer_is_guest` (1 or 0) and `customer_id` from `GET /rest/V1/orders`. | | **VAT / tax treatment** | Revenue uses `grand_total` (tax-inclusive on B2C). | | **Shipping inclusion** | Included via `grand_total`. | | **Discounts** | Deducted via `grand_total`. | | **Credit Memo refund treatment** | NOT subtracted; gross revenue. | | **`state` machine inclusion** | All states except `canceled`. | | **`pending_payment` quirk** | Included for both. B2B-specific net-30 orders are always registered (B2B portal = login required); they appear under registered with `pending_payment` state. | | **Multi-currency `grand_total` vs `base_grand_total`** | Uses `base_grand_total` for revenue rollup. | | **Store View scope (`store_id`)** | All Store Views; per-Store-View variants useful when B2B portal is registered-only and consumer Store Views allow guest. | | **Time window** | `30D` | | **Alert trigger** | None by default. | | **Roles** | owner, marketing | ## Calculation Calculated automatically from your Adobe Commerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A homewares brand on Adobe Commerce 2.4.6 with US, UK, and B2B Store Views. Consumer Store Views allow guest checkout; B2B portal is registered-only. 30-day window ending Monday 4 May 26. **Distribution by Store View:** | Stream | Guest count | Registered count | Guest revenue | Registered revenue | AOV guest | AOV registered | | ----------- | --------------- | ---------------- | ------------- | ------------------ | --------- | -------------- | | US consumer | 720 (28%) | 1,890 (72%) | \$43,200 | \$269,600 | \$60 | \$143 | | UK consumer | 580 (28%) | 1,460 (72%) | £35,000 | £211,000 | £60 | £145 | | B2B portal | 0 (0%) | 1,420 (100%) | n/a | \$462,000 | n/a | \$326 | | **Blended** | **1,300 (21%)** | **4,770 (79%)** | | | | | What this is telling marketing: 1. **B2B is 100% registered** because the portal requires login for tier pricing, approval workflow, and net-30 routing. 2. **Consumer 28% guest checkout** is in the typical range for Adobe Commerce; pure-DTC stores often run 30 to 50% guest. Less than Shopify-typical (40 to 60% guest) because Adobe Commerce's account-creation incentives (tier pricing visibility, saved addresses) attract more registration. 3. **Registered consumers have \~2.4x higher AOV** ($143 vs $60). Standard pattern: registered customers are repeat-buyer cohort; guests are single-purpose shoppers. 4. **The 28% guest cohort generates 14% of consumer revenue** ($78,200 vs $480,600 registered). Materially smaller per-customer impact but volume-meaningful. 5. **Strategic question**: should marketing push guest-to-registered conversion via post-purchase email cadence with account-creation incentive? On 1,300 monthly guests at 30% conversion to registered = 390 net-new registered customers/month, each potentially worth \~$143 next-order AOV vs ~$60 lookalike acquisition. Worth the campaign investment. 6. **Cross-checking [Customer Count](/nerve-centre/kpi-cards/adobe-commerce/unique-customers)**: total customers 4,396 (deduplicated). Registered 3,360, guest 1,036. The 1,036 guest figure differs from the 1,300 here because (a) guests can repeat-purchase as guest (one customer, multiple guest orders), (b) some guests had multiple orders in the period. 7. **Adobe-specific consideration**: B2B portal Store View configuration prevents guest checkout entirely (Stores > Configuration > Customers > Customer Configuration > Allow Guest Checkout = No on the B2B Store View scope). This is a deliberate B2B requirement. ## Sibling cards merchants should reference together | Card | Why pair it with Guest vs Account Checkout | | ----------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------- | | [Customer Count](/nerve-centre/kpi-cards/adobe-commerce/unique-customers) | Aggregate customer view. | | [New Customers](/nerve-centre/kpi-cards/adobe-commerce/new-customers) | First-time orderers; guest customers contribute heavily here. | | [Repeat Customer Rate](/nerve-centre/kpi-cards/adobe-commerce/repeat-customer-rate) | Guest customers can't easily repeat-with-history; registration is the gateway to retention. | | [AOV](/nerve-centre/kpi-cards/adobe-commerce/average-order-value) | Registered AOV typically 2-3x guest. | | [Customer Trend](/nerve-centre/kpi-cards/adobe-commerce/customer-acquisition-trend) | Track guest-to-registered ratio over time. | | [B2B Revenue Share](/nerve-centre/kpi-cards/adobe-commerce/b2b-revenue-share) | B2B is registered-only by design. | | [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) | Revenue context. | | [`shopify.guest_vs_account`](/nerve-centre/shopify/guest_vs_account) | Cross-platform peer. | ## Reconciling against the vendor's own dashboard **Where to look in Adobe Commerce Admin:** > **Sales > Orders** with the "Customer is guest" filter (Adobe Commerce 2.4.4+) shows guest order count. > **Sales > Orders** with Customer Group filter "NOT LOGGED IN" filters guest orders. > **Reports > Customers > Customers by Number of Orders** shows registered customer activity (guest customers don't have customer entities). > **Stores > Configuration > Customers > Customer Configuration** to confirm guest-checkout setting per Store View. **Why our number may legitimately differ from Admin:** | Reason | Direction of divergence | | ------------------------------------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------- | | **Time-zone**. Admin in Store View timezone; card UTC. | Boundary effects | | **Currency**. Card uses `base_grand_total`. | Material on multi-currency | | **`canceled` exclusion**. Card excludes; Admin includes unless filtered. | Card revenue lower | | **Multi-Store-View scope**. Card sums; Admin per-Store-View. | Card higher than per-Store-View admin | | **Guest-converted-to-registered**. A guest who later registers with the same email shifts in customer aggregation. The order itself stays guest unless reassigned. | Negligible | **Cross-connector reconciliation (when these connectors are connected for this merchant):** | Pair | Expected relationship | What divergence tells you | | ------------------------------------------------------------------------------------------------- | ------------------------------------------------ | ------------------------------------------------------------------------------------------ | | ESP subscriber-vs-purchaser ratio | Registered customers ≥ ESP subscribers usually | Material gap means many registered customers haven't subscribed (ESP cadence opportunity). | | [`google_analytics.ga_returning_users`](/nerve-centre/kpi-cards/google-analytics/returning-users) | GA4 returning users ≈ Adobe registered customers | Material lower divergence indicates GA4 cookie-loss on registered users. | ***
Same-metric documentation cross-reference (for agencies running multiple platforms) * [`shopify.guest_vs_account`](/nerve-centre/shopify/guest_vs_account) * [`bigcommerce.guest_vs_account`](/nerve-centre/bigcommerce/guest_vs_account)
## Known limitations / merchant FAQs **Why does Adobe Commerce have a lower guest % than Shopify?** Adobe Commerce's account-creation flow surfaces benefits like saved addresses, order history, tier pricing visibility, and approval workflows for B2B. The friction-vs-benefit balance pushes more shoppers to register than Shopify's lighter-touch flow. Adobe Commerce typical: 25 to 35% guest. Shopify typical: 40 to 60% guest. **Adobe Commerce vs Magento Open Source: difference?** Both editions support the same guest-vs-registered configuration. Adobe Commerce paid edition's B2B Companies module REQUIRES registration (no guest B2B); Open Source merchants without the module can technically allow guest B2B but rarely do. **Why is B2B 100% registered?** B2B requires login for tier pricing visibility, approval workflows, net-30 routing, saved-payment-method vault, multi-buyer-per-Company access, and order history. None of these work for guests. The B2B portal Store View is configured with guest checkout disabled. **Should I push guest-to-registered conversion?** Usually yes. Registered AOV is materially higher; retention cadence becomes possible (you have email and order history); customer LTV improves. The cost is friction at checkout (more form fields = more abandonment). Test the post-purchase "create account in 1 click" pattern (offering account creation after the order completes when commitment is already secured). **My multi-store, can I disable guest on consumer too?** Yes (Stores > Configuration > Customers > Customer Configuration > Allow Guest Checkout). Most merchants don't because it costs \~10-20% of conversions. The trade-off is registered-only retention investment vs guest-friendly volume. **Why does the card show high registered % on consumer Store Views (72%)?** Two drivers: (a) account-creation incentives configured (typical: 10% off first order for registered), (b) repeat-customer behaviour (returning customers reuse their existing account, which counts as registered). **A guest customer registered later, do their old orders move to registered?** Adobe Commerce can re-link guest orders to a newly-created customer if the email matches; this happens automatically on registration. The order's `customer_is_guest` flag does NOT update retroactively (it stays as guest), but `customer_id` becomes populated. This card uses `customer_is_guest` so older orders stay classified as guest in historical views. **Why is AOV so much higher for registered customers?** Multiple causes: (a) repeat customers tend to higher AOV (loyalty + saved addresses lower friction); (b) registered consumers see and use loyalty discounts that incentivise larger baskets; (c) self-selection (small-basket impulse buyers don't register, larger-deliberate buyers do). Cross-platform pattern. *** ### Tracked live in Vortex IQ Nerve Centre *Guest vs Account Orders* is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.