Running an online store is not only about pretty products and ads. The real winners know their numbers. Numbers tell the truth. They show if your store is healthy or sinking.
This guide will walk you through 25 ecommerce metrics you should track. Don’t worry. I’ll keep it simple. You don’t need to be a math wizard. You just need to know which numbers matter and what to do with them.
What Are Ecommerce Metrics?
Ecommerce metrics are numbers that tell you how your store is doing.
They answer questions like:
- How many people visit my site?
- How many buy something?
- How much money do I make per customer?
- Are people happy with my products?
These numbers show you what’s working, what’s not, and where you can grow.
Why Do Metrics Matter?
Without metrics, you’re blind. You may run ads, post on social, or add new products—but you won’t know if they work.
Metrics let you:
- Spot problems early.
- Track progress over time.
- Spend money smarter.
- Keep customers happy.
Think of metrics like a doctor’s health check. If you don’t track them, your store could be sick without you knowing.
How Often Should You Track?
Not all numbers need daily checks. Here’s a simple plan:
- Weekly: sales, conversions, ad performance.
- Monthly: website traffic, abandoned carts, lifetime value.
- Quarterly: customer loyalty, satisfaction, and revenue growth.
This way, you catch problems fast but also see the big picture.
25 Ecommerce Metrics You Should Track
Let’s break them into groups so it’s easy.
Before going to metrics also read how to do ecommerce SEO
Acquisition Metrics (How You Get Customers)
- Website Traffic
It’s the total count of people who come to your website. More traffic means more chances to sell. But don’t just chase numbers—look at the quality of visitors too. - New vs. Returning Visitors
New visitors mean your marketing is working. Returning visitors mean people like your store enough to come back. Both matter. Balance is key. - Customer Acquisition Cost (CAC)
How much money do you spend to get one new customer?
Formula: Marketing Spend ÷ New Customers.
If this is too high, you lose money. Keep it lower than what customers spend over time. - Cost Per Acquisition (CPA)
This is CAC but for one ad campaign. It shows if your ad is giving you value for the money
Conversion Metrics (How Well You Turn Visitors Into Buyers)
- Conversion Rate
It’s the percent of visitors who end up making a purchase.
Formula: Conversions ÷ Visitors.
With 1,000 visitors and 100 sales, your conversion rate is 10%
- Add-to-Cart Rate
% of visitors who put items in their cart. If low, maybe your product pages need work. - Cart Abandonment Rate
% of people who put items in their cart but never buy.
If this is high, maybe checkout is hard or people change their mind. Use follow-up emails to fix it. - Checkout Completion Rate
% of people who start checkout and finish it. If low, cut steps, offer guest checkout, or make it mobile-friendly.
Revenue Metrics (How Much Money You Make)
- Total Revenue
The total money you make in a set time. Track it over weeks, months, and seasons. - Average Order Value (AOV)
How much people spend per order.
Formula: Revenue ÷ Number of Orders.
Raise this by upselling, bundles, or discounts on bigger buys. - Revenue per Visitor
How much money you make per visitor.
Formula: Revenue ÷ Visitors.
When it’s low, focus on fixing conversion rate or AOV. - Customer Lifetime Value (LTV)
How much one customer spends over their whole relationship with you.
Formula: AOV × Purchase Frequency × Customer Lifespan.
A healthy business has LTV at least 3× CAC.
Product Metrics (How Your Products Perform)
- Top-Selling Products
Know your winners. Push them more in ads and stock. - Refund or Return Rate
% of items customers send back. High rate = bad product info or quality issues. Fix descriptions, sizing, or quality. - Inventory Turnover Rate
How fast you sell and restock items.
Formula: Cost of Goods Sold ÷ Average Inventory.
If slow, promote those products or rethink stock.
Customer Metrics (How Customers Feel About You)
- Retention Rate
% of people who buy again. High retention = healthy business. Use loyalty programs or subscriptions to boost. - Average Rating per Product
The average score customers give. High ratings = happy buyers. Bad ratings? Check reviews and fix issues. - Net Promoter Score (NPS)
How likely customers are to recommend you. Scores go from 0–10.
- 9–10 = promoters (fans).
- 7–8 = passives.
- 0–6 = detractors (not happy).
Aim for more promoters.
Website Metrics (How People Use Your Site)
- Traffic Sources
Where visitors come from—Google, social, ads, email. This shows which channel works best. - Product Page Views
How many times people view product pages. If low, maybe you need better product placement or ads. - Pages per Session
How many pages people see per visit. More pages = more interest. If low, improve site navigation. - Bounce Rate
% of people who leave after one page. High bounce = bad user experience or wrong targeting.
Marketing Metrics (How Well Marketing Works)
- Email Click-Through Rate (CTR)
The percent of readers who click a link in your email. Higher CTR = better email strategy. - Social Media Engagement Rate
Likes, comments, shares ÷ total followers or reach. Shows how much people care about your content. - Marketing ROI
Money earned compared to money spent on marketing.
Formula: (Revenue from Marketing – Marketing Costs) ÷ Marketing Costs.
If ROI is low, cut waste and double down on what works.
FAQs
Q1: What are ecommerce metrics?
Ans: They are numbers that show how your online store is doing. They cover sales, customers, traffic, and marketing.
Q2: Which ecommerce metrics should I track?
Ans: Focus first on these five—traffic, conversion rate, CAC, AOV, and retention rate. Add more as you grow.
Q3: How often should I check them?
Ans: Weekly for sales and conversions. Monthly for traffic and carts. Quarterly for customer loyalty and growth.
Conclusion
Numbers tell your ecommerce story. They show what’s strong and what’s weak. Tracking these 25 ecommerce metrics helps you make better choices, spend smarter, and grow faster.
Don’t try to track all 25 at once if you’re just starting. Pick 5 that matter most to your goals. As your store grows, add more.
The key is simple: know your numbers, grow your sales.
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