Top 14 eCommerce Performance Metrics Every Store Should Track
Tracking the right eCommerce metrics can help you improve your store's performance and grow your
business. Here are the top 14 metrics you should focus on:
1. Sales Conversion Rate (SCR)
This metric tells you how many visitors actually make a purchase. A high conversion rate means
your products and website are attracting the right customers. The average eCommerce conversion
rate is 2.5–3%, but this varies depending on your industry.
Formula:
SCR = (Number of sales ÷ Number of visitors) × 100
2. Top Products by Units Sold
Knowing which products sell the most helps you manage inventory and meet demand. Running out of
stock on popular items can mean lost sales, so tracking this metric is crucial for ecommerce
performance optimization and ensures you stay ahead.
Formula:
Units Sold = ∑(Quantity Sold per Order)
Steps:
- Step 1: Gather sales data for a given period.
- Step 2: Sum the quantity of each product sold.
- Step 3: Rank products from highest to lowest based on total units sold.
- Step 4: Identify the top-performing products.
3. Shopping Cart Abandonment Rate
This metric shows how many customers add items to their cart but don't complete the purchase. On
average, 70.19% of carts are abandoned, which is a common challenge in
eCommerce.
Common reasons for cart abandonment:
- Checking the total cost before deciding
- Complicated or slow checkout process
- Concerns about payment security
- High shipping costs
- Unexpected extra fees (taxes, service charges)
- Requiring an account to complete checkout
Formula:
Step 1: (Number of completed purchases ÷ Number of shopping carts
created) × 100 = Completed cart rate
Step 2: 100 – Completed cart rate = Abandonment rate
4. Click-Through Rate (CTR)
Click-through rate measures how many users click on a specific link compared to how many saw it
(impressions). It's a crucial metric in eCommerce performance statistics, helping businesses
understand how well their links attract potential customers. There are two main types:
- Organic CTR: The percentage of users who click on your store's link from
search results.
- Paid CTR: The percentage of users who click on an ad after seeing it.
Formula:
CTR = Total clicks ÷ Impressions
To set a realistic CTR goal, check the average rate for the platform you're measuring.
5. Bounce Rate
The bounce rate shows the percentage of visitors who leave your site after viewing only one page
without interacting further. A high bounce rate can signal issues that prevent engagement, such
as:
- Poor user experience (UX): Complicated navigation or unclear next steps.
- Search difficulties: Customers can't find what they need.
- Unclear product information: Errors or missing details can cause
frustration.
You can find your bounce rate in Google Analytics. In GA4, go to
Reports, choose a report to customize, and add "Bounce rate" as a metric.
Click Apply, and you're all set!
According to SEMrush, the average bounce rate for eCommerce websites is around
40%. If yours is higher, it may indicate deeper problems that need fixing. Analyze
your site, improve navigation, and optimize content to keep visitors engaged.
6. Net Promoter Score (NPS)
NPS measures customer loyalty and satisfaction by asking one simple question at checkout:
"On a scale of 1–10, how likely are you to recommend us to a friend or family member?"
Customers are grouped into three categories:
- Promoters (9–10): Loyal, enthusiastic customers.
- Passives (7–8): Neutral customers who like your brand but aren't passionate
about it.
- Detractors (6 or less): Unhappy customers who may discourage others from
buying.
Formula:
NPS = % of Promoters – % of Detractors
For example, if 80% are promoters, 15% are passives, and 5% are detractors: 80 – 5 = NPS of 75
NPS ranges from -100 to 100. A negative score means more detractors than promoters. While a
perfect 100 is nearly impossible, a score of 50+ is excellent and 75+ is world-class.
If your NPS is around 20, don't worry—you're still on the right track! Monitoring this metric
alongside eCommerce performance testing helps identify issues in customer experience and
optimize your business for higher retention.
7. Customer Retention Rate (CRR)
CRR measures how many customers return to buy again. A high CRR means strong customer
satisfaction, while a low rate suggests room for improvement in loyalty programs, service, or
product quality.
Formula:
CRR = (E − N) ÷ S × 100
- E = total number of customers at the end of a given period
- N = new customers gained
- S = existing customers at the start of the period
8. Customer Acquisition Cost (CAC)
CAC shows how much you spend to acquire a new customer via paid marketing. It helps you track ad
efficiency, manage your budget effectively, and gain insights for your eCommerce performance
report.
Formula:
CAC = Total marketing expenses ÷ Customers acquired
9. Average Order Value (AOV)
AOV tells you how much customers spend on average per order at checkout. It's a key metric
because it helps you understand your revenue per transaction and gives insight into shopping
habits—what customers buy, how often, and how much they typically spend.
Tracking AOV can help you spot opportunities to increase sales. For example, you might use
bundle deals, discounts on larger purchases, or personalized recommendations to encourage
customers to buy more than they usually do.
Formula:
AOV = Total sales ÷ Total orders
A higher AOV means customers are buying more per order, which improves profitability. One way to
boost AOV is through an efficient Point of Sale (POS) system that enables smooth checkout,
upselling, and personalized promotions.
A powerful POS system like Adobe POS can help boost AOV by seamlessly tracking both online and
offline sales in one system. With real-time sales data, you can monitor revenue, understand
customer trends, and develop effective loyalty strategies across all sales channels.
10. Customer Lifetime Value (CLV)
CLV estimates how much revenue a single customer generates over time. This metric helps
determine how much to invest in retention strategies.
Formula:
CLV = AOV × Average purchases per year × Retention period
11. Stock-to-Sales Ratio
This metric helps you track how much stock you have compared to how many sales you make. A
healthy ratio means you have enough stock to meet demand without overstocking.
The ideal range is 0.167 to 0.25. A lower ratio means products are selling
fast, so you may need to restock sooner. A higher ratio means the stock is moving slowly, which
could lead to extra storage costs.
Formula:
Stock-to-Sales Ratio = Average stock ÷ Net sales
12. Average Stock Sold Per Day
This metric shows how many products you sell daily. It helps you manage inventory and adjust
marketing for slow-moving items.
Most eCommerce platforms, like Shopify, provide this data in their analytics dashboards.
Tracking daily sales helps you plan better restocking and promotions.
Formula:
Average Stock Sold Per Day = Total units sold ÷ Number of days in
the period
13. Sessions by Website Traffic Source
This metric tracks how visitors find your online store. Knowing the sources of your traffic
allows you to prioritize the most effective channels.
Here are the main traffic sources:
- Organic: Visitors find your store through search engines like Google.
- Paid: They click on ads you've paid for.
- Direct: They type your website URL into their browser.
- Social: They click links from social media posts.
- Email: They arrive via links in newsletters or promotional emails.
You can find these traffic source metrics in Google Analytics. In GA4, go
to Reports > Acquisition > Traffic
Acquisition. Here, you'll see a breakdown of sessions by source, including
organic, paid, direct, social, and email.
Tracking this data helps you see which sources bring in paying customers, so you can invest in
the right marketing strategies.
14. Product Return Rate
No store owner likes returns, but they're a reality of eCommerce. On average,
20–30% of products get returned. Tracking this metric helps you spot trends and
fix issues before they hurt your business.
Why do customers return products?
- They changed their minds.
- The item didn't match the description.
- It arrived damaged or defective.
- They received the wrong item.
- They ordered the wrong size or color.
If returns are common because of easy return policies, that's not always bad, 95% of
shoppers say they'll buy again if returns are hassle-free. But if the problem is
inaccurate product info, that's a sign to improve your listings.
Formula:
Return Rate = Total items returned ÷ Total items sold × 100
