Data is only useful when it leads to decisions. Many businesses track dozens of numbers but act on none of them. These ten metrics give a clear picture of an online business, whether you sell on marketplaces, your own website or both.
Traffic and conversion
- 1Sessions or page views per product: how many people see each listing.
- 2Conversion rate: the share of sessions that become orders. Low conversion with good traffic usually signals a listing, price or trust problem.
- 3Traffic sources on your website: search, social, ads, direct and referrals.
Order value and profit
- 1Average order value: total revenue divided by number of orders.
- 2Contribution margin per order: revenue minus all variable costs, including fees, shipping, returns and ads.
- 3Advertising cost of sales: ad spend divided by ad-attributed revenue.
Customers
- 1Repeat purchase rate: the share of customers who buy again.
- 2Customer acquisition cost: marketing spend divided by new customers.
Operations
- 1Return rate by product and reason.
- 2On-time dispatch rate and cancellation rate.
Setting up measurement
- On marketplaces, use the business and advertising reports in your seller portal.
- On your website, configure Google Analytics 4 with e-commerce events. See our GA4 setup guide.
- Combine key figures in one simple spreadsheet or dashboard so you are not jumping between tools.
Avoid vanity metrics
Followers, impressions and total sessions feel good but do not pay bills. Focus on metrics connected to profit and customer satisfaction.
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