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    Advertising, Analytics, E-Commerce Marketing, Marketing Metrics, PPC Metrics, Reporting

    44 E-Commerce KPIs and Metrics for Your Marketing Dashboard

    The National Retail Federation predicts that online is going to be the major driver of growth for retail in the next years to come. No surprises here: consumers spend more and more time on mobile discovering and comparing products -- a perfect opportunity for businesses to capture buyer’s intent in the “micro-moments.”

    Yet as retail is undergoing this massive shift, many stores are teetering on the brink of bankruptcy -- and the competition gets tougher for the young disruptors. To grow business and increase sales, e-commerce marketers need to ensure they are tracking web conversions and measuring the right KPIs.

    Here are 44 essential metrics every e-commerce business should be measuring.

    Business Health Metrics

    Customer acquisition cost (CAC) Calculate how much it costs you to acquire a customer
    Average order value Calculate how much revenue each order brings to your business
    Customer lifetime value (LTV) Predict how much money a customer will bring over the entire future relationship with your business
    Percentage of returning customers Calculate the percentage of people who come back and buy more after making the initial purchase
    Sales conversion rate Calculate the percentage of visitors who become your customers
    Revenue generated from marketing campaigns (marketing ROI) Calculate how much revenue is generated for all marketing activity

    Website and App Metrics

    Site availability Determine if you can access a website by going to its URL and view the site’s content as expected
    YoY traffic changes Compare the number of visitors for one period to the same period the previous year
    Time on site Measure how much time visitors spend on your website
    Number of pages visited Measure how many pages a visitor views per session
    Number of app downloads Calculate how many people downloaded your app from Apple’s App Store or Google Play
    Sales conversion rate Calculate the percentage of website visitors who become your customers
    Average order value Calculate how much revenue each order brings to your business
    Orders by session Measure how many orders each session (visit) brings to your business
    Shopping cart abandonment rate Calculate the ratio of the number of abandoned shopping carts to the number of initiated transactions

    Customer Experience Metrics

    Website loading time Measure how long it takes for your website pages to load
    App daily active users (DAU) How many people use your app daily
    Pageviews per user Measure how easy it is to navigate your website
    Page abandonment Measure how many visitors leave a page before completing the desired action
    New users/repeat users by pages Measure how many new visitors your website pages get versus the number of repeat visitors
    Bounce rate Calculate the percentage of visitors to a particular website who navigate away from the site after viewing just one page

    Loyalty Metrics

    Customer lifetime value (CLV) Predict how much profit a customer will bring over the entire relationship with your business
    Net promoter score (NPS Score) Measure the willingness of your customers to recommend your company’s products or services to others
    Repeat purchase rate See the percentage of your current customers that come back to shop again

    Paid Search Advertising Metrics

    Spend Calculate how much money was spent on advertising for a given date range
    Clicks Measure many times users click on your ad and get to the landing page
    Impressions Measure how many times users saw your ad
    Click-through rate (CTR) Calculate the number of clicks divided by the number of impressions
    Average cost per click (CPC) Measure how much on average you were charged for a click (calculated by dividing the total cost of your clicks by the total number of clicks)
    Conversions Measure how many times a click turned into a business result (a sign-up, a sale, or any other action taken by the user)
    Conversion rate Calculate the number of conversions divided by the number of clicks
    Cost per conversion Measure how much you pay for a conversion

    Social Media Advertising Metrics

    Spend Calculate how much money was spent on advertising for a given date range
    Network referrals Track which social networks are driving most traffic
    Social media conversions Measure conversion by social networks to understand which ones bring the most valuable shoppers
    Clicks Measure many times users click on your ad and get to the landing page
    Frequency Understand when to set a frequency cap to prevent your audience from getting fatigued
    Relevance score See how well your current ads are performing and whether you should make any changes

    Email Metrics

    Open rate Calculate the percentage of email recipients who open a given email
    Clickthrough rate Calculate the percentage of email recipients who clicked on links in a given email
    Conversion rate Calculate how many people completed the desired action
    Bounce rate Measure the percentage of your emails that could not be delivered to the recipient’s inbox
    List growth rate Calculate the rate at which your email list is growing
    Email forwarding rate Calculate the percentage of people who clicked on a “forward to a friend” button

    Ready to create a performance dashboard for your e-commerce business? At AdStage, we’ve built Universal Data API to help e-commerce brands pull in ad performance data, automate paid search and paid social campaigns, and map customer data back to campaigns so you can see the ROI and scale your business faster.

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    Anya Pratskevich

    A senior content marketing manager on the AdStage team, Anya manages AdStage's blog, co-hosts the PPC Show, and curates a weekly newsletter with top news in ad tech. Send her tips, pitches, and guest post ideas to anya (at) adstage (dot) io. Anya tweets, occasionally, as @pratsaa.