ATCs in Blinkit ads means add-to-carts: the count of times a shopper tapped add on your product after an ad impression or click. It is the mid-funnel metric that quick commerce apps such as Blinkit, Zepto and Swiggy Instamart report between clicks and orders, and ATC rate is ATCs divided by clicks.
Divide add-to-carts by clicks. A Blinkit product booster campaign that received 500 clicks and 40 ATCs has an ATC rate of 40 / 500 x 100 = 8%. Blinkit's performance report lists impressions, clicks, ATCs, orders and spend, so you can also compute cost per ATC (spend divided by ATCs) and ATC-to-order rate (orders divided by ATCs).
Worked example in rupees: the campaign spent ₹4,000 on those 500 clicks (₹8 CPC, in the range of ₹2 to ₹15 that agencies report for Blinkit). Cost per ATC is ₹4,000 / 40 = ₹100. If 28 of the 40 carts checked out, the ATC-to-order rate is 70% and the cost per order is ₹143. Compare that with the product's margin per order to know whether the campaign pays.
Quick commerce carts are short-lived: a shopper adds, sees delivery time or a stock-out message, and drops the item. That is why ATCs are reported at all; on Amazon or Flipkart you see only clicks and orders.
The gap between ATCs and orders is the diagnostic. A healthy ATC rate with a poor ATC-to-order rate usually means stock: Blinkit serves ads only where the dark store has your product, but inventory can run out mid-session, or the delivery slot or minimum order value can push the shopper to drop the cart. Ads not showing despite wallet balance is, in agency experience, almost always a supply problem rather than a bid problem.
A low ATC rate on good click volume points the other way, at the product page: price against the rival pack, pack size, image or an unattractive offer. Because quick commerce baskets are habitual, the ATC rate is also the earliest signal that a new listing is being accepted.
ATC is add to cart. ATCs is the number of times shoppers added your advertised product to their cart. Blinkit reports it beside impressions, clicks and orders in the performance report.
ATC rate = ATCs / clicks x 100. A campaign with 500 clicks and 40 add-to-carts has an 8% ATC rate. Cost per ATC is spend divided by ATCs.
There is no platform benchmark. Work back from margin: if an order earns ₹150 and 70% of carts convert, you can afford about ₹100 per ATC. Your own report is the only reliable reference.
Usually stock or delivery. The dark store ran out during the session, the delivery slot was long, or the cart fell below minimum order value. Check inventory by store before changing bids.
Yes. Zepto's Jarvis platform and the Instamart ads portal report add-to-carts alongside clicks and orders, so the same ATC rate and cost per ATC calculations apply.
Join 500+ brands powered by our team with