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Top eCommerce KPIs

E-commerce business is a living organism that breathes, grows and constantly changes. That’s why if you want to keep its vital signs running, and make the right decisions for it, you need constant monitoring. Numbers will start to float to you, generated and produced from endless resources and platforms, but although they are important, do you really need them all? The answer is No. Numbers will only be beneficial for you, if they will help promote your goals. So how will you know what numbers you should follow? That’s the KEY question! 

Good information is the kind that will teach you new things about your performance, help you set actions, and will eventually lead to your business growth and success. How Do you do that? By using KPIs (Key Performance Indicators)- the best way to generate data into business’ insights.

Since e-commerce goals are different from other businesses, a unique set of keys to measure your objectives is needed. But also keep in mind that even within e-commerce companies, the goals and objectives differ and keep changing. 

E-commerce KPIs

 Most e-commerce businesses use a number of tools to track their performance. And as mentioned earlier, since the selection is endless every business must establish relevant measurable objectives before selecting the relevant keys. Good metrics for you are those that can be measured and able to promote real change in various strategies of your business.

In this article we have created a list of 15 common KPIs that we believe are the leading keys for e-commerce, since they cover various categories, such as: sales, customers’ behavior, growth, marketing , etc.


Monitor all your sales within a selected time frame . (Monthly, daily, weekly etc.) By tracking the growth of your sales, you also track the growth of your company, and it allows you to predict and set realistic revenue objectives.

Average Order Value (AOV)

This KPI tells you how much money is spent on each placed order, within a selected time frame.
This KPI helps you evaluate your marketing and pricing strategies. Increasing the AOV will directly impact the business revenue and growth. If the average order value is low, you may consider offering discounts or cross sales. This will also indirectly expose your customers to more products and increase the time and money spent on your website.

Gross Profit

Gross Profit tells you what your business makes after deducting the costs associated with making and selling its products or services.
This KPI is very important as it evaluates efficiency of labor, inventory and sales management and helps you set goals and strategies ahead.

Conversion Rate

Conversion Rate is the percentage of visitors that completed an action out of the total visitors number. This KPI allows you to evaluate your marketing team’s efforts, as well as company growth. High conversion rate indicates a good marketing strategy

Shopping Cart Abandonment Rate

CAR  tells you how many visitors are adding products to the shopping cart but are not completing the conversion. This KPI helps you evaluate your checkout process and identify bottleneck problems. This KPI can also provide you with more specific indications of why revenue may go high or low. It may signal a poor user experience or a broken sales funnel.

Cost Of Good Sold

COGS shows you how much money you spend on selling products, that includes: manufacturing, labor, and overhead costs.
This KPI helps you measure the actual profit margin. This is an essential process of setting products and pricing, against your competitors’ strategy.

Customer Lifetime Value

CLV  tells you how much a single customer is worth to your business over the time of their engagement with your products. This KPI helps track customers’ loyalty and satisfaction.

Average Profit Margin

The percentage of your profit margin over a selected time frame, meaning: what percentage of sales has turned into profits. This KPI helps gauge the degree to which a company or a business activity makes money.

Purchase Frequency

Purchase Frequency shows the average number of times a customer makes a purchase, during a selected time frame. This KPI provides you with insights into your customers’ behavior so you can tailor the best marketing package that works for them.

Bounce Rate

BR measures how many visitors leave a page without performing a specific action (buying clicking, filling out a form, etc.) This KPI teaches you about your customers’ behavior. A low bounce rate means that visitors are spending time on a page and clicking on available links

Click Through Rate

CTR shows the percentage of times people watched your ad on a website and clicked on a link in it. This KPI gives you insight on how effective your ads are. When your ads are viewed many times, but the numbers of clicks that ended with purchase are low, you should rethink the message on your ad.

Cost Per Conversion

Also called: Cost Per Action tells you how much it costs to acquire each paying customer, and not only a visitor. This KPI teaches you about your customer behavior, and can give you insight about your budget management and helps you set a more efficient marketing strategy.

Returns / Refunds

This metric teaches you about the value of products returned by the customers. This KPI helps you evaluate customers’ behavior and satisfaction with your products. It also allows you to rethink your manufacture, advertising and / or targeted audience.

New vs. Returning Customers

New customers are counted by their first visit to your site. This KPI can help ecommerce gauge success of digital marketing campaigns. But, although all retailers want to increase their customers’ number, a high number of returning customers is important as well, and can indicate loyalty and satisfaction with your products.

Churn Rate

This metric shows the percentage of lost customers over a selected time frame. This KPI is a very essential growth KPI. It tells you all about your customers’ relationship with your brand. Tracking the churn rate regularly will help you respond quickly and be proactive about regaining your customers loyalty.

KPIs can monitor data on growth, marketing efforts, customer behaviors and more. But remember, these numbers will only be relevant if you could turn them into actions. That’s why selecting the right KPIs is crucial for your success (more on that in the previous articles).  What’s next? Now all you have left to do is making new and improved strategies! That will be your sign for a vital and healthy business.

 Specializing in building KPIs dashboards, 

Kronoseal took care of everything!

 We will Provide you with the most crucial KPIs set for getting actionable insights.
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