12 Top eCommerce Key Metrics That You Should be Tracking

eCommerce key metrics

There are many ways to launch, grow, and scale an eCommerce business. But, if you don’t measure the results of your efforts, you’ll never know how to improve them.

There are thousands of eCommerce key metrics you can track, but only some of them directly represent the state of your business and can be turned into actionable insights that help you grow.

What are eCommerce Metrics?

eCommerce metrics define your website’s performance, and by measuring and analysing them, you can understand the scope of improvement for your business.

In this post, I’ll cover the best eCommerce metrics to track throughout the customer journey. I'll break them down into 3 phases, Awareness metrics, Conversion Metrics and Loyalty Metrics.

Key Awareness Metrics

The awareness phase of the Customer Journey correlates with the marketing efforts for your business. This is the stage where the potential customer is first learning about your company, brand and products/service

As this is your first interaction with potential customers, it’s important that you focus your efforts on the right customers. Spending time and money on people who are not your ideal customer, will be expensive, ineffective and a waste of your time.

1. Reach/Impressions

Reach is a measure of all the customers/potential customers who encounter your eCommerce brand in any way. It includes your total email database, all of your social media followers, those who have subscribed to your blog, your organic reach and of course your existing customers.

The more ideal customers you can reach, the more conversions you will eventually have.

2. Click-Through Rate

The percent click-through rate is the percentage of people who see any of your online content (ads, social posts, blog posts, google impressions) and click through to visit your site.

If your click-through rate is poor you’re either targeting the wrong customer or your content is not appealing to them.

3. Traffic Sources

Tracking your Traffic sources will help you to see where your marketing efforts are having the greatest effect on driving traffic to your site.

It’s important to stop spending cash on sources that don’t work well or don’t work at all, and invest that money in sources that do work.

4. Bounce Rate

Bounce rate is the percentage of users who landed on one of your pages then left immediately without taking an action such as scrolling, clicking buttons etc and without visiting another page.

A high Bounce Rate lets you know that your site (or specific pages on your site) has issues with content, user experience, page layout or copywriting. Improving the bounce rate will increase your conversions.

5. Top Pages

Knowing what pages receive the most traffic is hugely important because it gives you real-world data showing what your audience responds to. If you experiment with different types of content, this is where you can begin to analyse what’s working, and produce more of the material your users like.

Key Conversion Metrics

Conversion Metrics tell you how successful your store is once visitors have arrived and browsed your product offering.

Marketing and awareness bring potential customers to your store, conversion metrics help you determine how well they convert to customers once they have arrived. These eCommerce growth metrics are what will help you to take your business to the next level.

6. Sales Conversion Rate

Your conversion rate, quite simply, is the percentage of users who take an action. Normally this would be a purchase but it could also be a subscription, downloading free content or simply making an inquiry.

Understanding this number is critical to determining how much traffic is required to generate your target sales. You should also look at this rate by traffic source to compare the differences.

7. Average Order Value

Your AOV is the average price your customers are paying for the items when they check out. It can be measured over time, so you can determine how it evolves.

Your AOV can be increased by adding upsells, loyalty programs, or product offers.

8. Customer Acquisition Cost