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A Field Guide to eCommerce

The better your team understands data, the better they can put data into action. We break down trackable metrics into what they are, how to calculate, and how you can improve them.

Net Promoter Score (NPS)

A metric that reveals how many customers are willing to recommend a product or service to other people.

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eCommerce Conversion Rate

A metric that measures the percentage of visitors to your online store who make a transaction in a specified time period.

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Cost Per Action

A metric that measures how much an eCommerce advertising team pays in order to attain a conversion.

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Total Qualified Video Views

A metric measuring the number of video views your brand is generating on a social media platform.

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Blog Content Revenue

A metric that tracks an eCommerce team’s content marketing efforts and how that correlates to sales.

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Loyalty Program Growth

A metric measuring the success of an eCommerce customer loyalty program.

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Unsubscribe Rate

An email marketing metric that measures the percentage of subscribers who opt out of one of your email lists.

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Average Order Value

A metric computing the average dollar amount customers spend when they make a purchase from your eCommerce store.

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Average Resolution Time

A metric that tells you on average how long it takes your eCommerce support efforts to resolve issues.

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Monthly Subscription Churn Rate

A rate showing the percentage of your subscriptions that cancel their ongoing orders over a month.

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Page Paid Impressions

A metric representing how many impressions a paid campaign for an eCommerce brand’s page received.

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Customer Acquisition Cost

A metric measuring the total overall cost to acquire a customer.

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Average View Duration

A metric indicating the average amount of time viewers watch your video before dropping off.

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Revenue by Referral Traffic

A metric calculating the total revenue coming from your referral channels.

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Cost of Goods Sold

A metric highlighting the direct costs that attribute to the production of the goods sold by your company.

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Calculating Customer Lifetime Value (CLV)

A metric that functions as a gauge of profit and value associated with a particular customer relationship.

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Subscriber List Growth Rate

A metric tracking the rate at how rapidly your entire subscriber list is growing.

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Repeat Purchase Rate

A metric tracking the proportion of customers that have shopped more than once with your company.

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Organic Search Average Session Duration

A blended metric tracking the combination of average session duration and organic search traffic results.

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Cost Per Engagement

An advertising pricing model that calls for advertisers to only pay when users actively engage with an ad.

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Shopping Cart Abandonment Rate

A metric tracking potential customers that start a check out process for an online order but drop out of the process before completing the purchase.

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