Understanding your e-commerce performance starts with the right metrics. Here’s a breakdown of 33 popular key metrics you can easily track inside ThoughtMetric:
General Metrics
Total Sales
The total revenue generated from all completed orders.
The total revenue generated from all completed orders.
ROAS (Return on Ad Spend)
Calculated by dividing the revenue by ad spend.
Orders
The number of orders completed.
Add to Carts
The total number times shoppers added items to their cart.
Spend
Your total ad spend across connected marketing channels.
Marketing Efficiency Ratio (MER)
Total revenue divided by total ad spend. MER is your high-level measure of marketing efficiency.
Sessions
The total number of visits to your site.
Average Order Value (AOV)
Average revenue per order, calculated by dividing total revenue by total orders.
Customer Acquisition Cost (CAC)
Average cost to acquire a new customer.
Conversion Rate
Percentage of sessions that resulted in a completed purchase.
Items Sold
Total quantity of products sold across all orders.
Pageviews
Total number of pages viewed by visitors.
Gross Sales
Total sales before discounts, refunds, or shipping adjustments.
Discounts
The total value of all discounts applied to orders.
Refunds
The total amount refunded to customers for canceled or returned orders.
Net Sales
Gross sales minus discounts and refunds.
Product Metrics
Sales (New Customer)
Revenue generated from first-time buyers, helping you measure acquisition success.
Sales (Returning Customer)
Revenue from existing customers, a key measure of loyalty and retention.
Bought Together
Products most commonly purchased in the same order, great for identifying bundling or upsell opportunities.
Creative Metrics
Impressions
The number of times your ad or creative asset was displayed.
Clicks
The total number of times users clicked on your ad or post.
The total number of times users clicked on your ad or post.
Frequency
Average number of times each person saw your ad.
Average number of times each person saw your ad.
Thumbstop
The rate at which users paused or engaged with your ad when scrolling.
The rate at which users paused or engaged with your ad when scrolling.
CPM (Cost per 1,000 Impressions)
Average cost to reach 1,000 impressions.
Average cost to reach 1,000 impressions.
CTR (Click-Through Rate)
Percentage of impressions that resulted in a click.
Percentage of impressions that resulted in a click.
CPC (Cost per Click)
Average cost paid for each ad click.
Average cost paid for each ad click.
Customer Metrics
Lifetime Value (30 days, 90 days, 1 year, 2 years, 5 years)
The average revenue generated by a customer over specific time periods.
New Orders
The total number of first-time purchases from new customers.
The total number of first-time purchases from new customers.
Returning Orders
The number of purchases made by repeat customers.
The number of purchases made by repeat customers.
New Total Sales
Revenue attributed to first-time buyers.
Revenue attributed to first-time buyers.
Returning Total Sales
Revenue from repeat buyers, an important measure of customer loyalty.
Revenue from repeat buyers, an important measure of customer loyalty.
Average Time to Order
The average time it takes a visitor to complete a purchase after their first site visit.
The average time it takes a visitor to complete a purchase after their first site visit.
Average Touchpoints to Order
The average number of site visits a customer has before completing a purchase.
See Only What Matters to You
ThoughtMetric includes even more metrics than the 33 listed here. However, you don’t have to view them all at once.
With Saved Column Views, you can customize your ThoughtMetric tables to fit your needs. If there are metrics you don’t use often, simply uncheck the box to hide them. Your view stays clean and relevant while the full dataset remains available whenever you need it.
Ready to See Your Metrics in Action?
Book a demo with ThoughtMetric to explore how easy it is to track the data that drives your e-commerce growth.
