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The 15 most essential Ecommerce KPIs you need to track

There's no doubt that E-commerce is a complex and ever-changing landscape.

To stay ahead of the curve, you need to track the right KPIs (key performance indicators).

But with so many different metrics, it can be hard to know which ones are really worth your time and attention

The list of the 15 most essential Ecommerce KPIs:

1. Online Order:

This is the most obvious KPI for any business, but it's especially important for Ecommerce businesses. Without a steady stream of sales, an ecommerce business will quickly go out of business.

For this reason, sales are the most important KPI for any ecommerce business. While there are many ways to measure sales, the most important thing is to track progress over time.

This will help E-commerce companies identify trends and make necessary adjustments to their strategies.

In addition, it is important to track not only the number of sales, but also the average order value.

A high volume of sales is great, but if the average order value is low, it could indicate that something is wrong with the pricing strategy.

By tracking both the number of sales and the average order value, E-commerce companies can get a complete picture of their performance and ensure they are on track to meet their goals.

After all, sales are the ultimate goal of any E-commerce business.

Sales data can also be used to identify trends and develop strategies for future growth.

2. Conversion Rate:

This KPI measures the percentage of visitors to your site who take a desired action, such as a purchase.

A high conversion rate indicates that the site is effective in converting visitors into customers.

There are a number of factors that influence conversion rates, including site design, product quality and marketing campaign effectiveness.

A well-designed site with high-quality products is more likely to convert visitors into customers than a poorly designed site with low-quality products.

In addition, an effective marketing campaign can increase conversion rates by driving traffic to the site and increasing product awareness.

By focusing on increasing conversion rates, E-commerce businesses can succeed. A high conversion rate is the key to a successful e-commerce business.

How to calculate it?

makria agency conversion rate

3. Average Order Value:

This KPI measures how much each customer spends, on average, when they make a purchase on your site.

A higher average order value means your customers are spending more money with you, which is good for your bottom line.

There are a number of factors that influence average order value, such as your product pricing, product quality, the effectiveness of your marketing campaign, selling higher priced items, offering discounts or coupons, and upselling products.

By focusing on increasing the average order value, E-commerce companies can improve their bottom line.

By increasing the average order value, E-commerce companies can increase their profits.

How to calculate it?

makria agency average order value

4. Traffic:

This KPI measures the number of visitors to your site. It represents the number of potential customers who visit your site.

More traffic means more opportunities to generate sales and grow your business.

Although there are many ways to increase traffic, such as search engine optimization, advertising and social media outreach.

It is important to focus on quality over quantity.

Creating compelling content and optimizing your site for search engines are both effective strategies for attracting visitors who may convert to customers.

However, simply increasing the number of visitors to your site is not enough; you must also make sure that they are interested in your content and that they find what they are looking for.

Otherwise, you run the risk of driving away potential customers instead of attracting them.

With so much use of this key performance indicator, it's important to closely monitor your website's traffic levels, change patterns, and take steps to increase them if necessary.

By tracking this metric, you will be in a better position to succeed in the competitive world of online business.

Tracking traffic volume is easy with Google Analytics . Go to Acquisition > All Traffic > Channels to see all of your site's traffic over a given time period, broken down by acquisition channel.

makria agency traffic

5. Bounce Rate:

The concept of bounce rate can be difficult to grasp at first, but it's actually quite simple.

This KPI measures the percentage of visitors who leave your site after viewing a single page.

In other words, this metric shows how many users click on a link or perform another action on your site, only to immediately disengage and leave.

A high bounce rate is therefore usually seen as a sign that your site is not successfully meeting the needs or expectations of its visitors.

There are a number of potential reasons why users may have a high bounce rate on your site.

Some common causes include slow load times, irrelevant content, poor navigation, confusing call-to-action buttons and disruptive ads or pop-ups.

However, finding and addressing the root cause of your high bounce rate may require some experimentation and analysis.

By constantly monitoring this important KPI in conjunction with other metrics such as overall site traffic and conversion rates, you can stay ahead of any emerging trends that may be hurting your bottom line.

With attention to detail and an understanding of what motivates users, you can create a website that truly resonates with its visitors and keeps them coming back for more!

How do you calculate it?

makria agency bounce rate

6. Cart Abandonment Rate:

This KPI measures the percentage of visitors who add items to their cart but do not complete the purchase.

While a certain amount of cart abandonment is to be expected, a high rate may indicate problems with your website, competing priorities, financial concerns, dissatisfaction with the shopping experience, or the checkout process.

A high cart abandonment rate can also be caused by a number of factors, such as high shipping costs or a complicated checkout process.

The average cart abandonment rate in online retail is generally considered quite high, with some estimates placing it around 70-80%.

However, many companies have been able to reduce this figure by taking steps to improve the design and functionality of their shopping carts and checkout processes.

For example, optimizing search functionality can make finding products easier and more intuitive, while offering multiple payment options can help customers address common security and privacy concerns.

By understanding the underlying causes of cart abandonment, companies can work to reduce this KPI to improve customer satisfaction and drive sales growth.

How do you calculate it?

makria agency cart abandonment rate

7. Time on Site:

This KPI measures how long visitors stay on your site.

Longer time on site indicates that visitors are interested in your content and are more likely to convert into customers.

This is an important indicator for measuring the effectiveness of online marketing strategies.

This kpi can be calculated by looking at the amount of time users spend browsing a particular website or using a particular application.

By tracking this metric, marketers can better understand which aspects of their digital content are most engaging to users and where there may be room for improvement.

Whether looking at time-on-site data as a whole or analyzing the performance of individual campaigns, it's clear that time-on-site is an invaluable kpi that contributes to success in the online marketing space.

As companies continue to focus on digital initiatives, it will become even more critical that they remain aware of this key metric and strive to optimize their time on site performance.

No calculations are required for this key performance indicator. Simply go to Google Analytics where it is automatically calculated and displayed under Average Session Time.

makria agency time on site

8. Page views per visit:

Page views per visit is an important metric for publishers to track.

It tells you how much content your audience consumes on each visit to your site.

This metric can be a valuable indicator of engagement and can help you identify areas where your readers are losing interest.

If you see a drop in page views per visit, it may indicate that your content is no longer relevant to your audience or that your site design is making it difficult to navigate.

In either case, it's important to take steps to improve the situation.

By tracking this metric over time, you can ensure that your website is always providing the best possible experience for your visitors.

9. Number of followers on social networks:

This KPI measures the number of people who follow your brand on social networks. More followers on social networks can generate more traffic and more sales.

In today's digital world, the number of social media followers has become an important metric for many businesses and individuals.

For businesses, social media followers can be a key performance indicator (KPI) of success.

The more followers a business has, the more people are exposed to its products or services. This can lead to increased sales and brand awareness.

For individuals, social media followers can provide a sense of validation and importance.

In some cases, people with a large number of followers can even earn money through sponsorships or partnerships with brands.

Whether you are a business or an individual, the number of followers on social media can be a valuable asset.

10. Mailing list size:

This KPI measures the number of people who have signed up for your email list.

The size of an email list is an important metric for any business that relies on email marketing to generate leads and sales.

Having a large list can help you reach a wide audience, while a smaller list can limit the overall impact of your campaigns.

As such, companies often track the size of their email lists as a key performance indicator, or kpis.

There are a number of different factors that can affect mailing list size, including how often new subscribers are added to the list and whether existing subscribers are consistently active in opening or clicking on links in emails.

To maximize your kpi for the mailing list, it's important to carefully monitor key metrics such as open rates and click-through rates so you can take action if necessary to increase your reach and engagement levels.

With the right strategy and effort, however, it is possible to build and maintain an email list large enough to positively impact your bottom line.

11. Number of views (comments):

This KPI measures the number of customer reviews you have on your site.

More reviews can lead to more sales. The number of reviews is an important KPI for any business.

It can help gauge customer satisfaction, identify areas of improvement and track word-of-mouth marketing.

A high number of reviews can also be a valuable asset when it comes to attracting new customers.

In today's digital age, potential customers are increasingly turning to online reviews when making purchasing decisions.

As a result, businesses with a large number of positive reviews are more likely to see growth in sales and loyal customers.

Conversely, businesses with few or no negative reviews will likely see a decline in sales.

For this reason, it's essential for businesses to track their number of reviews and make sure they are consistently receiving positive feedback from customers.

12. Click-through rate:

Click-through rate, or CTR, is a key performance indicator used to measure the success of marketing campaigns and other online communications.

Essentially, CTR represents the percentage of users who click on a link or advertisement after it is displayed on a website or in an email.

makria agency CTR

Often referred to simply as 'click-through rate,' this metric is typically calculated by dividing the number of clicks by the total number of times the link or ad was viewed.

Because it can indicate how effective your content is at persuading users to engage with it, click-through rate has become an important KPI for marketers and digital communications professionals.

In order to optimize your CTAs and ensure high click-through rates, it's essential to constantly analyze and adjust your messaging strategy based on user feedback and industry best practice trends.

By paying close attention to detail and clearly focusing on maximizing CTR, you can ensure that all of your online efforts are optimized for maximum reach and impact.

13. Net Promoter Score:

This KPI measures the likelihood that your customers will recommend your products or services to others.

The Net Promoter Score is an important KPI for any business, as it can give you valuable information about the likelihood of your customers recommending your products or services to others.

A high score indicates that you have satisfied customers who are willing to spread the word about your business.

A low score, on the other hand, indicates that you have work to do in terms of customer satisfaction.

By tracking your Net Promoter Score over time, you can identify trends in customer behavior and take steps to improve your products or services based on the feedback.

In today's competitive marketplace, it is essential for businesses to track their Net Promoter Score to assess customer satisfaction and identify areas for improvement.

This score can for example be found in your customer scores if you have a Facebook page.

makria agency customer score

14. Cost per Acquisition:

This KPI measures how much it costs to acquire a new customer.

Cost per acquisition, or CPA, is a key performance indicator that measures the cost spent to acquire new customers for a company.

CPA is typically expressed in dollar values rather than percentages, and is calculated by dividing the total costs associated with managing customer acquisitions by the total number of customers acquired in a given period.

makria agency CPA

In order to effectively reduce CPA in a company, it is important to identify areas of inefficiency and set goals around improving those areas.

Some possible strategies include optimizing marketing campaigns, ensuring smooth onboarding processes for new customers and implementing customer feedback loops to understand where improvements can be made.

Ultimately, reducing CPA is critical for companies seeking sustainable growth and long-term profitability.

15. Return on Investment:

This KPI measures how much it costs to acquire a new customer.

This KPI measures how much money you make versus how much you spend.

Every business owner wants to see a good return on investment (ROI).

This metric is a key performance indicator (KPI) that can help evaluate the effectiveness of marketing campaigns, product development and other aspects of the business.

makria agency ROAS

ROI is calculated by dividing the net profit by the total investment.

For example, if a company spends $100 on a marketing campaign and makes a net profit of $200, the return on investment would be 2.0.

A high ROI means that the company is generating good revenue from its investments.

To maximize ROI, companies need to take a hard look at all aspects of their operations and make sure they are using their resources wisely.

By taking steps to improve ROI, companies can increase their profitability and become more successful in the long run.

What is a dashboard?

A dashboard, or scorecard, is a powerful tool for tracking key performance indicators (KPIs).

By visualizing data in an easy-to-understand format, dashboards can help organizations make better decisions and improve overall performance.

Dashboards can be used to track a wide variety of KPIs, from financial metrics to customer satisfaction ratings.

In addition, dashboards can be customized to meet the specific needs of an organization.

Therefore, they are an essential tool for any organization looking to improve performance.

You have a powerful and free tool for this task: Google analytics

The platform Google Analytics is a free web analytics service that helps website owners understand how visitors interact with their site.By tracking and reporting information such as page views, bounce rate, and average time spent on the site, website owners can gain insight into the user experience and make necessary changes to improve the overall quality of their site.

Additionally, the Google analytics platform can be used to track conversions and goal achievement, making it an essential tool for understanding the ROI of various marketing campaigns.

Although the dashboard may seem complex at first, it is relatively easy to use once you get familiar with the various features and options.

Overall, Google analytics is a valuable tool for any website owner who wants to improve their site and better understand their audience.


These are just some of the most important KPIs for E-commerce businesses.

Tracking these metrics will give you valuable information on how your business is performing and where you need to make improvements.

Do you track other KPIs? Let us know in the comments!

How can KPIs help?

By analyzing your kpis you can greatly improve your ecommerce store. Indeed, thanks to the data collected you can know where your sales tunnel is stuck. Either at the level of design, or content, or speed, or price etc ...

What is the best platform for kpis?

Most ecommerce platforms like Shopify already offer you, dashboards with lots of data. But we also have Google Analytics, or SEO tools like Semrush. If you advertise on social networks, just like Shopify, there are all the useful kpis.

What are the 4 kpis we use the most?

Website traffic, AOV (average shopping cart), abandoned cart rate, and conversion rate, are 4 of the most used kpis.

How often should I check my kpis?

It depends on what you want to track. Some kpis can be tracked every day like total sales, or abandoned carts. Some like conversion rates, ctr, cost per acquisition can be tracked once a week, or even monthly.