The essential e-commerce KPIs are revenue, conversion rate, average order value, customer acquisition cost (CAC), ROAS, contribution margin, LTV and repeat purchase rate. More important than measuring everything is tracking a few reliable indicators, with the same definitions, every week.
An online store generates data with every click, but many managers make decisions with numbers that don't match each other, or track vanity metrics that say nothing about profit. A good e-commerce metrics dashboard answers three questions: are we growing? Are we profitable? Is the growth sustainable?
The essential KPIs
| KPI | How to calculate | What it shows |
|---|---|---|
| Revenue | Sum of approved sales | Size of the result |
| Conversion rate | Orders ÷ sessions | Store efficiency |
| Average order value | Revenue ÷ orders | Value of each purchase |
| CAC | Acquisition spend ÷ new customers | Cost of each new customer |
| ROAS | Attributed revenue ÷ media spend | Media return |
| Contribution margin | Revenue minus variable costs | What is left from each sale |
| LTV | Average margin generated per customer over time | Customer value |
| Repeat purchase rate | Customers with 2+ orders ÷ total customers | Loyalty |
The ratio that defines business health: LTV ÷ CAC
If a customer costs more to acquire than they generate in margin over time, growing only increases the loss. Tracking LTV/CAC shows how much you can safely invest to acquire customers.
Metrics by funnel stage
- Acquisition: sessions by channel, CPC, CTR, CAC, ROAS.
- Conversion: conversion rate by device, cart abandonment, checkout abandonment.
- Retention: repeat purchase, frequency, LTV, CRM revenue.
- Operations: delivery time, return rate, satisfaction.
Be careful with the data
Before trusting the dashboard, check that:
- GA4 records purchases with the correct value and no duplicates.
- Platform, GA4 and media use the same definition of revenue (gross, net, approved).
- Canceled and returned orders are deducted.
- Each channel's attribution window is clear.
How to build a useful dashboard
- Choose 8 to 12 main indicators.
- Show the trend (week, month, previous year), not just today's number.
- Break down by channel, category and device.
- Include margin, not just revenue.
- Review it in a fixed meeting, with decisions recorded.
How f.up works with data
At f.up, every project starts with a tracking review and ends in dashboards with the metrics that matter: revenue, margin, CAC, ROAS and LTV. It is part of our e-commerce consulting method and our paid media management. Talk to us.
Frequently asked questions
What is the most important e-commerce metric?
There isn't just one, but contribution margin is often the most neglected. It shows whether revenue growth is generating profit or just volume.
What is the difference between ROAS and ROI?
ROAS is revenue divided by ad spend. ROI considers profit, after all costs. A high ROAS can have a negative ROI if margins are thin.
How often should KPIs be reviewed?
Media and sales indicators should be tracked daily or weekly. LTV, repeat purchase and margin are usually reviewed monthly.