Based in Ottawa, canada, Tuesday Standard is a blog about consumer insights, digital measurement, online engagement and marketing.

Measuring E-Commerce - Top Tools and KPI's to Consider

Measuring E-Commerce - Top Tools and KPI's to Consider

In the world of online and offline sales, understanding what the words 'what gets measured - gets managed' have always been an important component of success. Retailers that really know their numbers (and their customers), both understand the health of their business, but also have the information they need to grow and adapt to a changing marketplace, competition, and trends.

Analytics drive the measurement of e-commerce - perhaps providing more direct feedback on performance than any other type of online endeavour. This week's post will focus on the top 20 E-commerce Analytics KPI's as well as a list of tools that can be used that are specifically set-up for E-commerce tracking.

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Built-in analytics that come bundled with E-commerce platforms like Shopify are a good start, but often they only provide bare-bones data that tends to provide little more than basic metrics and merchandising data. A lot of what you get isn't actionable. The following are the top KPI's or measurements that E-commerce sites should be looking at to understand effectiveness and efficiency of the site and its various components:

  1. Customer Lifetime Value (CLV)
  2. Returning Visitors
  3. Time on Site
  4. Page per visit
  5. Bounce Rate
  6. Conversion Rate
  7. Page load time
  8. Customer Acquisition Cost (CAC)
  9. Average Transaction or Order Value
  10. Unique Visitors
  11. Revenue ($)
  12. Transaction (count)
  13. Search Volume
  14. Average Ranking Position
  15. Cost per click
  16. Click through rate
  17. % of Revenue per marketing channel (PPC, Organic, Email, etc.)
  18. Product Revenue
  19. Per Session Value
  20. Repeat Customer %

Measuring these E-commerce components or KPI's can be accomplished through various platforms in addition to what is provided within the E-commerce platform being used. 

  1. Google Analytics
  2. Kiss Metrics
  3. Piwik
  4. RJ Metrics (Magenta)
  5. Clicky
  6. Woopra
  7. Adobe Analytics
  8. Webtrends
  9. Domo
  10. SAP Hybris
  11. GLEW
  12. Mix Panel (Funnels)
  13. Metrio
  14. Full Story
  15. YoGrow

Over the next couple weeks we will look at E-commerce Measurement Strategy and how different groups in the organization will be interested in different KPI's or measurements in order to make decisions and grow sales and return on marketing efforts. If you have any questions, please don't hesitate to get in touch. Thank you.

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