Track and calculate all essential e-commerce KPIs to make data-driven decisions.

How to Use#

Step 1: Enter Data#

Revenue figures
Order counts
Customer data
Traffic metrics

Step 2: Select Time Period#

Daily, weekly, monthly
Quarter over quarter
Year over year
Custom ranges

Step 3: Analyze Results#

Key metric values
Trend analysis
Benchmarks comparison
Improvement opportunities

Essential Metrics#

Conversion Rate#

Conversion Rate = (Orders / Visitors) × 100

Example:
500 orders / 25,000 visitors = 2% conversion rate

Benchmarks:

Industry	Average
Fashion	1.5-2.5%
Electronics	1-2%
Beauty	2-3%
Food/Grocery	3-5%
Overall avg	2-3%

Average Order Value (AOV)#

AOV = Total Revenue / Number of Orders

Example:
$50,000 revenue / 500 orders = $100 AOV

Increase AOV by:

Bundle offers
Minimum for free shipping
Upsells and cross-sells
Volume discounts

Customer Lifetime Value (LTV/CLV)#

LTV = Average Order Value × Purchase Frequency × Customer Lifespan

Example:
$100 × 4 times/year × 3 years = $1,200 LTV

Or simplified:

LTV = AOV × Repeat Rate / (1 - Retention Rate)

Customer Acquisition Cost (CAC)#

CAC = Total Marketing Spend / New Customers Acquired

Example:
$10,000 marketing / 200 new customers = $50 CAC

Healthy ratio: LTV:CAC should be 3:1 or higher

Cart Abandonment Rate#

Abandonment Rate = (Carts Created - Completed Orders) / Carts Created × 100

Example:
(1,000 - 300) / 1,000 = 70% abandonment

Benchmark: 65-75% is typical

Return Rate#

Return Rate = Returned Orders / Total Orders × 100

Example:
50 returns / 500 orders = 10% return rate

Benchmarks by category:

Category	Return Rate
Apparel	20-30%
Electronics	10-15%
Home goods	5-10%
Beauty	5-8%

Advanced Metrics#

Gross Margin#

Gross Margin = ((Revenue - COGS) / Revenue) × 100

Example:
($100,000 - $40,000) / $100,000 = 60% gross margin

Contribution Margin#

Contribution Margin = (Revenue - Variable Costs) / Revenue × 100

Variable costs include: COGS, fulfillment, payment processing

Revenue Per Visitor (RPV)#

RPV = Total Revenue / Total Visitors

Example:
$50,000 / 25,000 visitors = $2 RPV

Email Metrics#

Metric	Formula	Benchmark
Open rate	Opens / Sent × 100	15-25%
Click rate	Clicks / Opens × 100	2-5%
Revenue per email	Revenue / Emails sent	Varies

Metric Relationships#

LTV:CAC Ratio#

LTV:CAC Ratio = Customer LTV / Customer Acquisition Cost

Target: 3:1 or higher

Ratio	Interpretation
<1:1	Losing money per customer
1:1 - 2:1	Breaking even / low profit
3:1	Healthy
>5:1	Underinvesting in growth

CAC Payback Period#

Payback = CAC / (AOV × Gross Margin % × Purchase Frequency)

Example:
$50 CAC / ($100 × 0.40 × 0.25/month) = 5 months

Target: Under 12 months

Churn Rate#

Monthly Churn = Lost Customers / Starting Customers × 100

Example:
20 churned / 500 customers = 4% monthly churn

Dashboard Setup#

Daily Metrics#

Revenue
Orders
Conversion rate
Average order value

Weekly Metrics#

Traffic trends
Cart abandonment
Email performance
Ad spend and ROAS

Monthly Metrics#

Customer LTV
CAC by channel
Gross margin
Retention rate

Improvement Framework#

Low Conversion Rate#

Check bounce rates
Analyze funnel drop-offs
Review page speed
Test checkout flow
Add social proof

Low AOV#

Implement upsells
Add bundles
Free shipping threshold
Product recommendations
Loyalty programs

High CAC#

Optimize ad targeting
Improve landing pages
Test new channels
Focus on retention
Leverage referrals

Low Retention#

Email nurture sequences
Loyalty rewards
Improve product quality
Better customer service
Personalization

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