27 Ecommerce Metrics You Should Be Tracking (and How Often to Track Them)

02 Mar 2018 10 min read

Do you know what is making your online store a success? Which of your strategies is working best to increase sales and revenue? Understanding the underlying aspects of your ecommerce business is essential to ensuring that it continues to grow. Measuring the performance of your business can help you increase your bottom line, but you have to track the right metrics to see the whole picture.

Neto Analytics

There are dozens of different metrics that you can measure; the needs of your business will determine which ones are right for you. However, there are some metrics that are important to the success of every ecommerce store, like cart abandonment rate and conversion rate.

When you proactively monitor and track your company’s performance, you are able to catch issues sooner, forecast more accurately, and identify areas of opportunity faster.

The following are the key metrics you should be tracking to keep your business growing, broken down into categories – Products, Customers, and Performance.

Product Metrics to Track

There are a number product analytics that are important to keep an eye on to effectively manage your inventory. Use product segmentation to customise your automated reports so that you can optimise your inventory, improve the performance of slower-moving products, decrease your return rate, and enhance other key inventory strategies.

1. Daily and Weekly reports

Schedule automated reports daily or weekly for the following three metrics:

High volume products
Check this: daily

Checking your high volume product report weekly allows you to make the most of marketing campaigns. When a product’s performance is shown in different lights you’ll find more ways to strategise for revenue growth.

What should you track for High Volume? Products in your store that fall into any of the segments listed below:

  • Most profitable
  • Best bundles
  • Top from paid search
  • Highest gross profit
  • Highest sales margin
Nearly out of stock
Check this: daily

One of the biggest disappointments for customers is finding the exact product they want, only to learn that it is out of stock. Closely monitoring this segment will help you avoid running out of stock and dissatisfied customers.

Neto Analytics - Nearly out of stock
Inventory Velocity of products
Check this: daily

Seamlessly manage your inventory and keep your storage costs low.

Why is Inventory Velocity important?

  • Inventory turnover can be one of the most important financial ratios for store owners to monitor and manage. It measures the liquidity of your inventory and can help you determine how to increase sales through inventory control.
  • Ecommerce stores with high turnover are selling inventory faster. That means less cash tied up by the company. Stores with low inventory velocity may be holding obsolete inventory that is difficult to sell, which erodes company profits.

2. Monthly Reports

Use product segmentation to create dynamic segments and schedule automated reports for the following metrics:

Hot products
Check this: monthly

When you know what your hottest products are, you can ensure that you have enough inventory and optimise strategies to sell more of those products.

Neto Analytics Hot vs Cold products
You can also easily compare your hot products, with your cold products.
Most abandoned products
Check this: monthly

Knowing which products are abandoned the most will help you determine whether those products should continue to be a part of your catalogue or if it’s time to liquidate them.

Neto Analytics Most Abandoned
Product refund rate
Check this: monthly

It’s important to know what your refund rate is – even if it’s close to nothing – because you’ll need it for calculating other metrics. For example, when you are looking at your conversion rate, you have to take your refund rate into account, or your projected revenue will be inaccurate.

Top products bundled

Knowing which products are often purchased together can help you create and market more effective product bundles.

Neto Analytics Top Products Bundled
High gross margin products
Check this: monthly

Discover which products net the highest gross margin to use in Paid Search Ads on your store’s site.

3. Quarterly and Yearly Reports

Use product segmentation to create dynamic segments and schedule automated reports for the following metrics:

Product conversion rate
Check this: yearly

This metric is important because it gives you insight into what your customers are actually purchasing. You can use this data to cross-sell other products and source new products more effectively in the future.

Discounted products and cold products
Check this: yearly

Take the opportunity to review your slower-moving products and strategise how to unload, liquidate, or replace them.

Product category performance
Check this: yearly
Looking at this yearly allows you to compare year over year performance and make more informed decisions for the future.

Customer Metrics to Track

When you schedule automated reports for customer metrics, utilise customer segmentation to drill down into the behaviors of your buyers to develop targeted marketing campaigns and strategies.

1. Weekly reports

Schedule automated reports weekly for the following metrics:

At risk and three months since last purchase customers
Check this: weekly

Create targeted campaign strategies for winning these customers back sooner rather than later.

Neto Analytics three months since last purchase
You can easily push this data through to MailChimp to create targeted email campaigns.
Abandoned cart customers
Check this: weekly

Use this reporting to generate automatic emails to these customers.

Repeat customer rate Weekly

This reporting will tell you whether your campaigns are effectively retaining customers. This report should not be overlooked as retained customers are typically more profitable than newly acquired ones.

2. Monthly Reports

Schedule automated reports monthly for the following metrics:

Zero purchase customers
Check this: monthly

Determine which customers are in this segment to employ targeted email marketing with deals, discounts, or promotions to get them to purchase from your store again.

VIP customers
Check this: monthly

Leveraging your high-value buyers as brand ambassadors is an effective way to create new marketing strategies.

Neto Analytics VIP customers
You can also push through your VIP customers to MailChimp to create personalised campaigns.
Average time between purchases
Check this: monthly

This reporting allows you to focus on the time between purchases so that you can implement strategies that will shorten that length of time.

Cost per acquisition
Check this: monthly

Knowing how much it is costing you to acquire new customers is particularly useful when you have data on the lifetime values of your customers – even when an ad campaign is in the red when looking at CPA, if you know your customers are going to spend more in the future, you can afford to compete wherever you’re advertising and still come out ahead over time.

3. Quarterly and Yearly Reports

Schedule automated reports quarterly or yearly for the following metrics:

Lifetime value (LTV)
Check this: yearly

Use this to stay on top of this metric to continually increase the LTV of your customers.

Neto Analytics lifetime value
Relationship length of customers
Check this: yearly

This reporting allows you to see your long-time customers who should be targeted differently than other customers.

| Related reading: Make better decisions with data: Neto Analytics Studio

Performance Metrics to Track

Overall performance metrics are designed to tell you how your store is performing in key areas.

1. Weekly reports

Schedule automated reports daily or weekly for the following metrics:

Revenue by traffic source
Check this: weekly

This metric is helpful in identifying which sales channels are working in bringing traffic to your site and which ones need further strategising.

Visits to conversion rate
Check this: weekly

Understanding how many visits convert to a sale will tell you if you are attracting the right types of site visitors.

Gross Profit
Check this: weekly

This metric allows you to accurately budget for marketing based on the cost of goods sold.

Neto Analytics Gross Profit

2. Monthly Reports

Schedule automated reports monthly for the following metrics:

Revenue by channel
Check this: monthly

You need this metric to determine whether your current ad spend strategy is working. If it isn’t, you are able to adjust the ad spend by sales channel to correct it.

Neto Analytics revenue by channel
Average order value
Check this: monthly

Use this metric to spot trends in rising or falling order value and modify your strategies based on what it shows.

Neto Analytics average order value

3. Yearly Reports

Schedule automated reports quarterly or yearly for the following metrics:

Revenue, orders, and lifetime value
Check this: yearly

Review these metrics quarterly and annually to understand month-over-month and year-over-year growth.

Revenue, orders, and visits per device
Check this: yearly

Being mobile-friendly is vital. This metric tells you if your site is performing well on devices or if you need to work on your site responsiveness.

When you are an ecommerce marketer, it’s essential to be able to act quickly – tackling problems and marching ahead with opportunities – to grow your business and increase your bottom line. Carefully and regularly tracking the above metrics will enable you to do that and reporting is easy with an analytics tool like Neto Analytics.

Start a free trial with Neto to test drive how Neto Analytics Studio can help you collect and report on the data you need.

Neto retailer, I Love Linen share their story and the impact analytics makes on their business.