Digital analytics conversion roll up question

Hello excel community,

I need some help rolling up some Ecommerce numbers for my company. I'm not sure how best to do this math to figure out the conversion rate for one of the companies regions.

Essentially, I have to add up/roll up the KPI's of many companies into one file. My question: what is the most accurate way of getting the full picture of conversion rate? I have attached an example of the file that I'm working on.

As an example, I highlighted cell AB16 in the BUD2020 tab in the attached file. This is the eventual cell that I need to populate with the information from the tab 'company 2 APAC'.

I could simply take an average formula for all of the conversion rates in column L, I believe however this gives an inaccurate picture since the conversion rates in the middle for crows 14 to 25 are very high but the gross order sales for them are quite low. I wouldn't want this to affect the top line conversion as it would come in too high.

Help me please!!! If you need more information or for me to clarify let me know.

Thank you excel community. You guys are my saviors.

Thank you everyone! This helped a lot