The Top 24 Ecommerce Metrics Every Online Store Should Track

Running an ecommerce store is a lot more than just listing products and waiting for sales to come in. To understand how your business is performing and plan for future improvements, you need to track key data points known as ecommerce metrics.

These metrics provide insight into everything from website visitor and customer behavior to sales trends. Without tracking the right numbers, you risk making decisions based on guesses, which is never a good idea.

On this page, we’ll explore the top 24 ecommerce metrics that every online store should track, so you can make informed choices and drive growth.

Shopping cart metrics

1. Average order value (AOV)

Average order value (AOV) specifies how much money, on average, each purchase brings in. A higher AOV means your customers are spending more with each purchase, which helps you grow profits without finding additional customers. This metric is essential for identifying how much you can profitably spend on marketing to bring in a new customer (acquisition costs). 

Calculation: Revenue / number of orders  

To calculate your AOV, simply divide your total revenue by the number of orders placed during a specific period. For example, if you generated $10,000 from 200 orders, your AOV would be $50.

How to increase AOV  

To increase your average order value, there are several strategies you can use. Consider offering product bundles, where customers buy complementary products together at a slightly reduced per-item price. You can also offer discounts or free shipping for orders that meet a minimum purchase amount, encouraging customers to spend more. Another tactic is to highlight related or higher-tier products during the checkout process, prompting customers to add more to their carts.

2. Cart abandonment rate

The cart abandonment rate measures the percentage of shoppers who add items to their cart but leave before completing the purchase. This is a crucial metric for any ecommerce store because a high cart abandonment rate can point to issues in the shopping experience or unexpected last-minute charges that need to be fixed. If customers are consistently abandoning their carts, it means you’re missing out on potential sales.

Calculation: [(carts created – purchases) / carts created] × 100  

To calculate your cart abandonment rate, subtract the number of completed purchases from the number of carts created. Then, divide that number by the total number of carts created, and multiply by 100. This will give you the percentage of carts that don’t result in a purchase.

How to reduce abandonment  

To reduce cart abandonment, you need to make the checkout process as easy as possible. Simplify the steps and only ask for the essential information. Offering multiple payment options, such as credit cards, PayPal, or Apple Pay, can also help.

Providing real-time support, such as live chat or customer service, allows shoppers to get quick answers to questions they may have before checking out. Additionally, sending reminder emails to customers who abandon their carts can bring them back to complete the purchase.

3. Checkout abandonment rate

The checkout abandonment rate measures how many customers start the checkout process but don’t complete it. This is a key metric because it shows the percentage of people who were close to buying but didn’t follow through. A high checkout abandonment rate suggests that there might be problems with your checkout process, such as confusing steps or a lack of trust.

Calculation: [(checkouts – transactions) / checkouts] × 100  

To calculate checkout abandonment rate, subtract the number of completed transactions from the total number of checkouts started. Divide the result by the total number of checkouts, then multiply by 100 to get the percentage of abandonments.

How to improve checkout completion  

There are several ways to reduce your checkout abandonment rate. Building trust is crucial — use security badges and clear return policies to reassure customers that their purchase is safe. 

Optimizing for mobile devices is another must, as more shoppers use their phones to make purchases. Meanwhile, streamlining the checkout process is also important. Reduce the number of steps and make it easy for customers to review their orders. 

Finally, offering incentives like free shipping or a discount code can also encourage customers to complete their purchase.

Sales metrics

4. Total revenue

Total revenue is one of the most straightforward and important metrics for any ecommerce store. It shows the total income your business generates from all sales within a specific period. Tracking this metric regularly allows you to gauge the overall health of your business. A steady or increasing total revenue is a good sign that your store is growing, while a decline may indicate that adjustments are needed.

Calculation: Sum of all sales over a period  

To calculate total revenue, simply add up the value of all sales over a given period. This figure should include all completed transactions, but exclude returns or canceled orders.

How to increase total revenue  

To increase your total revenue, there are several strategies you can implement. Upselling and cross-selling can encourage customers to buy more products during each transaction. Expanding your product lines to include new items or offering limited-time promotions can also drive higher sales. Additionally, targeting new markets or broadening your customer base through marketing efforts can bring in more revenue over time.

5. Gross profit margin

Gross profit margin is a key metric for understanding how profitable your products are. It shows how much money you’re keeping after covering the cost of goods sold (COGS). A higher gross profit margin means you’re keeping more of each sale as profit, which is essential for sustaining and growing your business.

Calculation: [(revenue – COGS) / revenue] × 100  

To calculate your gross profit margin, subtract the cost of goods sold from your total revenue. Then, divide that number by your total revenue and multiply by 100 to get the percentage. This gives you a clear picture of how efficiently your business is operating.

How to improve gross profit margin  

To improve your gross profit margin, you can either increase your prices or reduce your production costs. Increasing prices can boost profit margins but must be done carefully to avoid alienating customers. Reducing the cost of goods sold is another effective approach.

You can negotiate better terms with suppliers, find more cost-effective materials, or optimize your production process. Managing inventory effectively can also reduce the costs associated with excess stock or expired items.

6. Conversion rate

Your conversion rate is a critical ecommerce metric. It tells you how well your site is turning visitors into paying customers. A low conversion rate means many visitors leave without buying, signaling potential issues with the shopping experience, product offerings, or overall usability of your site.

Calculation: (conversions / total visitors) × 100  

To calculate the conversion rate, divide the number of completed purchases (conversions) by the total number of unique visitors, then multiply by 100 to get the percentage. This shows what percentage of visitors are actually making a purchase.

How to improve conversion rate  

Improving your conversion rate often means removing barriers to purchase. Start by simplifying the purchase process — make sure checkout is fast and easy. 

Improving your product pages is another way to boost conversions. Ensure your descriptions are clear, your images are high-quality, and that customers can easily find all the information they need. 

Offering incentives like free shipping or limited-time discounts can also encourage hesitant shoppers to complete their purchase. Finally, ensure your mobile UX is mobile-friendly.

7. Customer lifetime value (CLV)

Customer lifetime value (CLV) helps you understand how much revenue you can expect from a customer over the course of their relationship with your business. It’s a key metric for assessing long-term profitability. Knowing your CLV helps you decide how much to spend on acquiring and retaining customers. A higher CLV means that each customer brings more value over time, which can significantly impact your overall revenue.

Calculation: AOV × order frequency × customer lifespan  

To calculate CLV, multiply the average order value (AOV) by the order frequency (how often a customer buys) and the customer lifespan (how long they remain a customer). This gives you an estimate of the total revenue you can expect from that customer during their time with your business.

How to improve CLV  

Improving CLV often hinges on increasing customer retention and encouraging repeat purchases. Loyalty programs are a proven way to keep customers coming back by rewarding them for staying engaged with your store. Personalized marketing efforts, like tailored product recommendations or special offers, can also drive more repeat business.

It also helps to ensure first-time customers get the full value of their purchase. You might invest in an email drip campaign that educates customers on how to use their purchase or make the most of it. Or you could continue to market to them about the value your offerings provide or how their purchase is benefiting a charity or larger community effort.

Similarly, building strong relationships through excellent customer service and consistent communication will help ensure customers stick around for the long term.

Customer acquisition metrics

8. Customer acquisition cost (CAC)

Customer acquisition cost (CAC) tells you how much you spend to bring in each new customer. This metric is critical for assessing the efficiency of your marketing and sales efforts. If your CAC is too high, it can cut into your profitability, especially if your customer lifetime value (CLV) doesn’t offset those acquisition costs.

Knowing your CAC helps you better allocate your marketing budget and measure the return on investment from different channels. 

Calculation: Marketing + sales expenses / new customers  

To calculate CAC, divide your total marketing and sales expenses by the number of new customers acquired in a given period. This gives you a clear number for how much you are spending to bring in each new customer.

How to reduce CAC  

To reduce CAC, focus on improving your targeting. Using more precise marketing strategies, such as retargeting ads or personalized campaigns, helps you reach high-intent customers who are more likely to convert. Another way to lower CAC is by optimizing your conversion rate.

The more visitors you can turn into customers, the lower your overall acquisition cost becomes. Referral programs can also help reduce CAC by encouraging existing customers to bring in new ones at a much lower cost than traditional marketing efforts.

9. Return on ad spend (ROAS)

Return on ad spend (ROAS) measures how much revenue you generate for every dollar you spend on advertising. It’s a crucial metric for understanding the effectiveness of your ad campaigns.

A high ROAS means your ads are performing well and generating a strong return, while a low ROAS can indicate that your ad spend isn’t being utilized efficiently. Tracking this helps ensure your marketing budget is being spent in the most effective way.

Calculation: Revenue from ads / cost of ads  

To calculate ROAS, divide the total revenue generated from your ad campaigns by the cost of those campaigns. This will give you a ratio that tells you how much revenue you’re getting for every dollar spent.

How to improve ROAS  

There are several strategies to improve ROAS. One is to refine your ad targeting to reach a more relevant audience — this can lead to better engagement and higher conversion rates. Another way is to enhance your ad creatives.

High-quality visuals and compelling copy can make a big difference in how your ads perform. Adjusting your bidding strategy and focusing on high-intent keywords can also help optimize your ad spend. Regularly monitoring and analyzing your campaigns will allow you to make data-driven decisions that improve ROAS over time.

10. Cost per acquisition (CPA)

Cost per acquisition (CPA) is a middle-ground metric because it measures your success in the middle of the buyer’s journey (or marketing funnel).

Unlike customer acquisition cost (CAC), which looks at the overall cost of acquiring a new, paying customer, CPA focuses specifically on new users in your ecosystem (before they become a customer).

So if someone registers for an account to access gated content, but they haven’t made a purchase, they’d be measured with CPA. Once they convert to a paying customer, they’ll be measured with CAC. 

Calculation: Campaign cost / number of non-paying conversions  

To calculate CPA, divide the total cost of a marketing campaign by the number of conversions it generates. This gives you the cost of acquiring each user or lead.

How to lower CPA  

To lower CPA, you can start by improving your ad targeting. Reaching a more relevant audience increases the likelihood of converting clicks into an interested lead.

Optimizing your ad copy and landing pages for higher conversion rates can also reduce your CPA. Retargeting campaigns, which focus on users who have already interacted with your site, can be a cost-effective way to turn visitors into customers.

Additionally, improving your website’s user experience and removing barriers to purchase, such as complicated registration processes, can help reduce CPA by encouraging more conversions from the same amount of ad spend.

Customer retention metrics

11. Customer retention rate

Customer retention rate measures the percentage of customers who return to make repeat purchases (or stay subscribed). It’s a key indicator of your store’s ability to maintain long-term customer relationships.

Retaining customers is often more cost-effective than acquiring new ones, and higher retention rates can lead to a more stable revenue stream. By focusing on customer retention, you can maximize the lifetime value of your existing customers and reduce reliance on constant new customer acquisition.

This metric requires that you decide on a specific time period to measure. So, it may change pretty dramatically. In reality, you’ll get this metric for a variety of time periods to help understand a pattern.

Calculation: [(end customers – new customers) / start customers] × 100  

To calculate customer retention rate, subtract the number of new customers from the total number of customers at the end of a specific period. Then, divide this figure by the number of customers at the start of that period and multiply by 100 to get the retention percentage.

How to improve retention  

Improving customer retention starts with offering an excellent customer experience. Loyalty programs are an effective way to reward repeat customers and keep them coming back. Regular communication through email marketing or personalized offers can help maintain engagement.

Providing top-notch customer service and responding quickly to issues also builds trust and loyalty. Lastly, consistently offering high-quality products and services ensures customers have a reason to return to your store.

12. Churn rate

Churn rate tells you how many customers have stopped purchasing from your store during a specific period. It’s the flip side of customer retention and is just as important to track. A high churn rate means you’re losing more customers than acceptable, which is not an indicator of long-term success. Reducing churn is critical because retaining customers is usually more cost-effective than constantly acquiring new ones.

Calculation: (customers lost / starting customers) × 100  

To calculate churn rate, divide the number of customers lost during a specific period by the number of customers at the start of that period. Then, multiply by 100 to get the churn percentage.

How to reduce churn  

Reducing churn requires understanding why customers stop buying from your store. Conducting surveys or asking for feedback can give you insight into their reasons. Improving the quality of your products or services is one way to address common customer complaints.

Offering incentives like discounts or exclusive offers can also encourage customers to return. Regular communication and engagement, such as personalized emails or promotions, help remind customers of the value your store provides.

13. Repeat purchase rate

Repeat purchase rate measures the percentage of customers who return to make another purchase after their initial transaction. This metric is essential for understanding customer loyalty.

A higher repeat purchase rate indicates that your store is doing well at encouraging customers to come back, which can reduce the cost of acquiring new customers and increase your overall revenue.

Calculation: (returning customers / total customers) × 100  

To calculate repeat purchase rate, divide the number of returning customers by the total number of customers within a specific period. Multiply the result by 100 to get the percentage of customers who have made more than one purchase.

How to increase repeat purchases  

To increase repeat purchase rate, start by re-engaging your customers after their first purchase. Make sure they know how to make full use of their purchase and offer ways to address any potential complications. 

Then, you can send follow-up emails with personalized product recommendations based on their past buying behavior. Loyalty programs that reward customers for repeat purchases can also encourage them to keep coming back.

Offering excellent customer service and providing support when needed helps build trust, making customers more likely to return. Additionally, consider offering subscriptions for products that customers need to purchase regularly.

Traffic and performance metrics

14. Website traffic

Website traffic is one of the most fundamental metrics for ecommerce businesses. It reflects how many visitors come to your site over a given period. Monitoring traffic helps you gauge your store’s visibility and effectiveness in attracting potential customers.

A steady flow of traffic is crucial for driving sales, and understanding traffic patterns can help you optimize your marketing strategies.

Calculation: Total site visits  

Calculating website traffic is straightforward. You simply track the total number of visits to your site within a set timeframe. Most analytics tools, like Google Analytics or Jetpack Stats, automatically record and display this information.

How to increase traffic  

To increase website traffic, focus on improving your store’s visibility through search engine optimization (SEO). This involves optimizing your site content and structure to rank higher on search engines like Google. Content marketing, such as creating blog posts or product guides, can also help drive traffic to your store. 

Additionally, social media marketing and paid ads can direct more visitors to your site, especially if you target the right audience. Tracking your traffic sources can help you understand which channels are performing best, allowing you to focus your efforts there.

15. Bounce rate

Bounce rate measures the percentage of visitors who leave your website after viewing just one page. A high bounce rate can signal that visitors aren’t finding what they’re looking for, your site doesn’t engage them enough to explore further, or something’s not performing, technically, as it should. It’s an important metric for understanding how effectively your site keeps users interested. Lowering your bounce rate often leads to more conversions.

Calculation: (single-page sessions / total sessions) × 100  

To calculate bounce rate, divide the number of single-page sessions (where visitors left without taking any action) by the total number of sessions, and then multiply the result by 100. This gives you the percentage of visitors who left your site after viewing only one page.

How to reduce bounce rate  

Reducing bounce rate starts with improving your website’s user experience. Ensure that your navigation is clear and intuitive, and that visitors can easily find the information they’re seeking. 

Offering relevant content, such as product recommendations or articles related to what the visitor is viewing, can keep them on your site longer. Optimizing page load times is also essential, as slow websites often lead to higher bounce rates. 

Finally, strong calls to action (CTAs) and clear next steps can encourage visitors to explore more pages on your site.

16. New vs returning visitors

The balance between new and returning visitors helps you understand how well your site is attracting new customers and retaining existing ones. A healthy mix of both is ideal for long-term growth. Too many new visitors without return traffic may mean you’re not building loyalty, while an over-reliance on returning visitors could mean your reach is limited.

Calculation: Count new and returning visitors  

To calculate the ratio of new to returning visitors, use an analytics tool like Jetpack Stats, which breaks down the number of new visitors compared to those who return. This data provides insight into the effectiveness of both your acquisition efforts and customer retention strategies.

How to increase returning visitors  

To increase the number of returning visitors, offer valuable content that keeps people coming back. You also need a way to reconnect with visitors — be courting social media following, email list subscriptions, and more. Retargeting campaigns and email marketing are effective ways to re-engage past visitors. 

Regularly updating your site with fresh content, like blog posts, new products, or promotions, can also encourage repeat visits. Personalized experiences, such as recommending products based on past behavior, can strengthen loyalty and boost return traffic.

17. Session duration & pages per session

Session duration and pages per session are important metrics that reveal how engaged visitors are with your site. A longer session duration and more pages viewed per visit generally mean users find your content valuable and are exploring your site further. These metrics help you understand if your website is encouraging visitors to stay longer and explore more.

Calculation: Avg session duration and pages per session  

To calculate these metrics, most analytics tools provide data on average session duration (the average time a visitor spends on your site) and the number of pages they visit per session. These numbers give you an overview of how effectively your site holds a visitor’s attention.

How to increase engagement  

To increase session duration and pages per session, focus on creating engaging content and making your site easy to navigate. Internal linking to related products or articles can encourage users to explore more pages.

You should also improve the overall user experience by simplifying navigation, providing clear calls to action, and offering personalized content. Ensuring your site loads quickly and is mobile-friendly is also crucial for maintaining visitor engagement.

18. Page load time

Page load time is a critical metric that impacts both user experience and search engine optimization (SEO). A slow-loading page can frustrate visitors, leading them to leave your site before even exploring it.

Additionally, search engines like Google use page load speed as a ranking factor, meaning a faster site can improve your visibility in search results. Keeping your site’s load time low is essential for maintaining user engagement and search engine rankings.

Calculation: Time taken to load a page  

Page load time refers to the time it takes for a page on your website to fully load in a user’s browser. Most performance analytics tools, such as Google PageSpeed Insights or Jetpack Boost, can measure the average load time across your site and help identify any slow-loading pages.

How to improve load time  

To improve page load time, you can start by optimizing your images by compressing them without sacrificing quality. Minimizing code, such as reducing unnecessary JavaScript or CSS, can also make a big difference. Enabling browser caching allows repeat visitors to load your site faster by storing elements locally.

Upgrading to a better hosting provider or using a content delivery network (CDN) can further speed up your site. Regularly monitoring your site’s speed will help ensure that load times remain low and consistent.

Product metrics

19. Best-selling products

Best-selling products are those that consistently generate the most sales in your store. Tracking which products sell the best helps you identify what resonates most with your customers.

By understanding your top performers, you can make informed decisions about stock levels, marketing efforts, and product development. Prioritizing your best-sellers ensures that you’re maximizing revenue from the products your customers want the most.

Calculation: Rank by units sold or revenue  

To determine your best-selling products, you can rank items by either the number of units sold or the revenue they generate. Tracking both metrics provides a clearer picture of your top-performing products.

How to leverage best-sellers  

To make the most of your best-selling products, ensure that they are always in stock. Prominently feature these products on your homepage or in email marketing campaigns to attract more attention. Consider creating product bundles that pair best-sellers with other items to increase average order value. 

You can also use feedback from customers who purchased these products to improve your overall product offerings or highlight key features in your marketing materials. Keeping a close eye on best-sellers helps drive sales and boosts profitability.

20. Inventory turnover rate

Inventory turnover rate measures how quickly your store sells through its stock. A high turnover rate suggests that your products are selling well, while a low turnover rate can indicate overstocking or slow-moving items. Tracking this metric is essential for managing inventory effectively and avoiding excess stock that can tie up capital and lead to losses if products become outdated.

Calculation: Cost of goods sold / avg inventory  

To calculate inventory turnover rate, divide the cost of goods sold (COGS) by the average inventory value during a specific period. This will give you a clear understanding of how often your store is cycling through its inventory.

How to improve turnover  

Improving inventory turnover requires careful management of stock levels and sales strategies. Start by optimizing your inventory ordering process to avoid overstocking slow-moving products. You can also use promotions or discounts to move excess stock more quickly.

Regularly analyze sales data to identify trends and adjust your inventory accordingly. Focusing on best-selling products and keeping stock levels aligned with demand will help you maintain a healthy turnover rate.

21. Product return rate

Product return rate measures how often customers are returning products after purchase. A high return rate can signal issues with product quality, inaccurate descriptions, or customer dissatisfaction. Monitoring this metric is critical because returns can eat into your profits, increase operational costs, and affect customer loyalty.

Calculation: (returns / units sold) × 100  

To calculate the product return rate, divide the number of returned units by the total number of units sold and multiply by 100. This will give you the percentage of products being returned.

How to reduce returns  

To reduce product returns, start by ensuring that your product descriptions are accurate and detailed. High-quality images and clear size guides can help set proper customer expectations. Providing excellent customer service before and after the sale can also prevent returns, as it allows customers to clarify any doubts before purchasing. 

Ensuring the quality of your products is another key factor. Finally, offering easy and transparent return policies may help boost customer confidence while simultaneously reducing unnecessary returns.

Operational metrics

22. Order fulfillment time

Order fulfillment time measures the amount of time it takes from when a customer places an order to when it’s shipped out. A faster fulfillment time leads to higher customer satisfaction, as today’s shoppers expect quick and reliable shipping. Tracking this metric is essential for maintaining operational efficiency and providing a smooth customer experience.

Calculation: Average time from order to shipment  

To calculate your average order fulfillment time, track the time taken for each order to move from placement to shipment. Then, find the average by adding up all fulfillment times and dividing by the total number of orders during a specific period. This gives you a clear picture of how quickly your orders are being processed.

How to speed up fulfillment  

To speed up your order fulfillment process, consider automating parts of your workflow. Using inventory management software can help you track stock levels and process orders faster. Streamlining your packing and shipping process can also cut down fulfillment time. Regular staff training ensures your team is prepared to handle orders efficiently. 

Maintaining accurate inventory levels helps prevent delays caused by stockouts, while outsourcing fulfillment to third-party services can offer faster shipping options in certain cases.

23. Shipping costs

Shipping costs play a significant role in your overall profitability. High shipping costs can reduce profit margins, especially if you offer free shipping to customers. Balancing shipping costs and customer expectations is crucial to maintaining both customer satisfaction and profitability. Tracking this metric helps you identify whether you need to adjust your pricing or explore more cost-effective shipping options.

Calculation: Shipping expenses / orders shipped  

To calculate your shipping costs, divide the total shipping expenses by the number of orders shipped over a specific period. This calculation gives you a clear understanding of how much you are spending on shipping per order.

How to reduce costs  

Reducing shipping costs can be achieved in several ways. Start by negotiating better rates with carriers, especially if your order volume is high. You can also explore consolidating shipments to reduce costs for multiple items going to the same destination.

Offering flat-rate shipping or incentivizing customers to reach a minimum purchase threshold for free shipping can help balance costs. Another option is to consider partnering with third-party logistics providers who can offer competitive rates.

24. Refund and return rates

Refund and return rates measure how often customers request refunds or return products. These metrics are crucial indicators of customer satisfaction and product quality. High refund or return rates could signal issues with your product descriptions, quality, or the overall customer experience. Addressing the root causes behind returns is key to improving customer retention and maintaining profitability.

Calculation: (refunds/returns / transactions) × 100  

To calculate your refund and return rates, divide the number of refunds or returns by the total number of transactions, and then multiply by 100 to get the percentage. This gives you a clear view of how often customers are unsatisfied with their purchases.

How to reduce rates  

To reduce refunds and returns, start by improving your product descriptions and images to ensure they are accurate and detailed. This helps set clear customer expectations. Offering clear sizing guides and providing excellent customer support can also prevent misunderstandings that lead to returns.

Ensuring product quality is another important step — customers are less likely to return products that meet or exceed their expectations. Additionally, having a straightforward and transparent return policy can build trust and reduce unnecessary returns.

Why tracking metrics is crucial for your ecommerce store

Tracking ecommerce metrics is essential for understanding how well your store is performing. Metrics provide you with data that can guide decision-making, helping you spot trends and identify areas that need improvement.

By monitoring key metrics like conversion rate, average order value, and customer lifetime value, you can better allocate your resources and refine your strategies to boost profitability.

Metrics also offer insight into customer behavior. Understanding how your customers interact with your site, what products they are buying, and where they are dropping off in the sales process helps you make targeted adjustments. For example, if you notice a high cart abandonment rate, you can focus on optimizing the checkout process to reduce friction.

Additionally, metrics are important for measuring the effectiveness of your marketing campaigns. By analyzing data such as customer acquisition cost (CAC) and return on ad spend (ROAS), you can determine which marketing efforts are bringing in the most value and where to cut back.

Overall, without regularly tracking your metrics, you risk missing key opportunities to grow your business. Data-driven decisions are the foundation of a successful ecommerce strategy, helping you stay competitive and efficient.

Top tools to track ecommerce metrics

1. Jetpack Stats

Jetpack Stats is a valuable tool for tracking ecommerce metrics on your WordPress site. It provides insights on site traffic, user behavior, and popular content, all in an easy-to-understand format. With real-time data, you can see how visitors interact with your site and make informed decisions based on accurate and up-to-date information.

For those running an ecommerce store, Jetpack Stats can be particularly useful for monitoring traffic spikes, understanding which products or pages get the most views, and identifying potential issues that may be impacting conversions.

2. WooCommerce  

For WordPress users running an online store, WooCommerce itself provides fairly detailed analytics. The built-in reports give you an overview of sales, refunds, products, and customer activity. It also tracks metrics like total revenue, average order value, and best-selling products (individually and by category), making it easier to stay on top of your store’s performance and identify trends over time.

3. Google Analytics  

Google Analytics is one of the most powerful tools available for tracking ecommerce metrics. It offers a wide range of data points, including traffic sources, conversion rates, and customer demographics. By integrating Google Analytics with your ecommerce platform, you can dive deeper into visitor behavior and see exactly where your traffic is coming from, which pages are performing well, and where users are dropping off. This information is essential for making data-driven decisions that improve the customer journey and increase sales.

4. Google PageSpeed Insights  

Google PageSpeed Insights helps ensure that your site’s performance isn’t negatively impacting your metrics. It provides detailed reports on how fast your pages load and suggests improvements to enhance speed. Since slow-loading pages can increase bounce rates and reduce conversions, optimizing your site’s speed is key to keeping customers engaged. By using PageSpeed Insights, you can monitor load times and make the necessary changes to create a better user experience.

Frequently asked questions

What are ecommerce metrics, and why are they important?  

Ecommerce metrics are data points that help you measure and analyze the performance of your online store. These metrics provide insights into various aspects of your business, such as sales, customer behavior, and operational efficiency.

Tracking them is important because it allows you to make informed decisions, identify trends, and adjust strategies to improve performance. Metrics like conversion rate, customer acquisition cost, and average order value give you a clear picture of your store’s health and help you optimize your operations.

How do I choose which ecommerce metrics to track for my store?  

The metrics you should track depend on your specific goals and the nature of your business. If your focus is on increasing sales, metrics like conversion rate and total revenue are key. For improving customer loyalty, tracking customer lifetime value and retention rate would be more relevant.

Operational metrics, such as order fulfillment time and shipping costs, are important if you want to enhance efficiency. Start by identifying your business goals, then choose metrics that align with those objectives.

What is the difference between metrics, KPIs, and analytics?  

Metrics are the raw data points that measure performance, such as sales figures or traffic numbers. Key performance indicators (KPIs) are specific metrics chosen to track progress toward a business goal.

For example, if your goal is to increase customer retention, your KPI might be customer retention rate. Analytics refers to the process of analyzing data, including metrics and KPIs, to gain insights and make informed decisions about your business.

How can I effectively track ecommerce metrics on WordPress?  

You can track ecommerce metrics effectively on WordPress by using plugins like Jetpack Stats for monitoring traffic and user behavior. If you’re running an online store, WooCommerce offers built-in analytics for tracking sales and customer activity.

Additionally, Jetpack Boost helps you monitor and improve site speed, which is crucial for metrics like bounce rate. For deeper insights, you can also integrate Google Analytics for more detailed tracking of customer demographics, traffic sources, and conversion data.