KPIs for E-commerce Stores
These are the KPIs an online store tracks across traffic, conversion, order value, returns and repeat purchase. They show where a pound or dollar of marketing turns into profit.
The KPIs to track
E-commerce conversion rate is the percentage of store sessions that end in a purchase.
Formula and SQL query on the E-commerce Conversion Rate page.
Average order value is the mean amount customers spend per order.
Formula and SQL query on the Average Order Value (AOV) page.
Cart abandonment rate is the share of shopping carts created that never become completed orders.
Formula and SQL query on the Cart Abandonment Rate page.
Repeat purchase rate is the percentage of customers who have bought more than once.
Formula and SQL query on the Repeat Purchase Rate page.
Return rate is the share of items or orders that customers send back.
Formula and SQL query on the Product Return Rate page.
Customer Acquisition Cost (CAC)
Customer acquisition cost is the average spend needed to win one new customer, including marketing and sales costs.
Formula and SQL query on the Customer Acquisition Cost (CAC) page.
Return on ad spend is the revenue earned for every unit of money spent on advertising.
Formula and SQL query on the Return on Ad Spend (ROAS) page.
Customer lifetime value estimates the total gross profit a customer brings before they leave.
Formula and SQL query on the Customer Lifetime Value (LTV) page.
Where the data usually lives
The shop platform (orders, products, customers), web analytics, ad accounts and a returns or fulfilment system.
Measurement mistakes to avoid
- Guest checkouts split one customer into several, which understates repeat purchase.
- Ad platform conversions and shop orders rarely match; reconcile to orders before judging a channel.
- Revenue should be net of returns and discounts before margin or return on ad spend is judged.
Questions to ask your data
You can type these as plain questions. SchemaChat turns each one into SQL against your connected database or uploaded file, runs it, and shows the SQL and the figures it used so you can check the answer before you share it. Check that the result matches how your business defines each KPI.
- What was our conversion rate by traffic source last month?
- Which products have the highest return rate?
- What share of customers made a second purchase within 90 days?
- How does customer acquisition cost compare with lifetime value by channel?