E-commerce Metrics Encyclopedia
Your comprehensive guide to understanding and tracking e-commerce performance metrics
Average Session Duration
Average time spent by users during a session.
Basic Information
Description
The average length of time users spend on the website during a session, reflecting engagement and content consumption.
Business Importance
A longer session duration indicates strong user interest and effective content delivery, contributing to better retention and conversions.
Metric Type
Diagnostic. Time-based.
Average Order Value (AOV)
Average revenue per order placed.
Basic Information
Description
The average amount spent per order, reflecting customer spending behavior and revenue generation efficiency.
Business Importance
A critical indicator for revenue growth and customer value maximization.
Metric Type
Diagnostic. Financial.
Sessions
Total visits to your website, including multiple visits by the same user.
Basic Information
Description
The total number of visits to the website or app within a given period. A session starts when a user interacts with the site and ends after 30 minutes of inactivity.
Business Importance
Evaluates user interest, campaign effectiveness, and overall website traffic. Helps businesses understand engagement trends and peak traffic periods.
Metric Type
Quantitative. Results.
Pages per Session
Average number of pages viewed during a session.
Basic Information
Description
The average number of pages a user visits during a single session, indicating the depth of user engagement and interest in content.
Business Importance
Higher pages per session indicate deeper engagement and better navigation flow, leading to increased conversion potential.
Metric Type
Diagnostic. Ratios.
Order Cancellation Rate
Percentage of placed orders that are canceled.
Basic Information
Description
The percentage of placed orders that were canceled by customers, indicating potential dissatisfaction or logistic issues.
Business Importance
Helps identify issues related to order fulfillment, product quality, and buyer confidence.
Metric Type
Diagnostic. Ratios.
Cart Page Views
Total visits to the cart page.
Basic Information
Description
The number of unique users who visited the shopping cart page, providing insights into purchase readiness and cart abandonment.
Business Importance
Helps measure how many users move from browsing to serious purchase consideration.
Metric Type
Quantitative. Results.
Gross Merchandise Value (GMV)
Total revenue generated before returns or discounts.
Basic Information
Description
The total value of all goods sold through the platform, representing overall sales volume before deductions.
Business Importance
A key metric to assess overall sales performance and platform scale.
Metric Type
Quantitative. Results.
Average Number of Products in the Cart
Mean number of products in the cart per session.
Basic Information
Description
The average number of unique products added to the cart per session, reflecting customer purchasing patterns and preferences.
Business Importance
Indicates how well customers engage with multiple products in a single order, informing cross-selling strategies.
Metric Type
Diagnostic. Quantitative.
Average Item Selling Price (AISP)
Average price per item sold.
Basic Information
Description
The average selling price per item across all orders, reflecting pricing strategy effectiveness and customer spending habits.
Business Importance
Helps businesses analyze pricing strategy and revenue generation per product unit.
Metric Type
Diagnostic. Financial.
Orders
Total number of completed purchases.
Basic Information
Description
The total number of completed purchases, indicating successful conversions.
Business Importance
Measures business performance, revenue generation, and conversion success.
Metric Type
Quantitative. Results.
Conversion Rate (CR)
Percentage of sessions resulting in a completed purchase.
Basic Information
Description
The percentage of sessions that resulted in a completed order, reflecting how effectively the site converts visitors into buyers.
Business Importance
A crucial metric for assessing the effectiveness of the website in driving purchases and overall sales performance.
Metric Type
Diagnostic. Ratios.
Customer Retention Rate
Percentage of customers retained over a specific time frame.
Basic Information
Description
The percentage of customers who continue to make purchases over a given period, indicating customer loyalty and satisfaction.
Business Importance
A critical metric for assessing customer loyalty, revenue stability, and business growth.
Metric Type
Diagnostic. Ratios.
Return Rate
Percentage of sold products returned by customers.
Basic Information
Description
The percentage of orders that were returned by customers, indicating potential dissatisfaction with products or fulfillment issues.
Business Importance
Helps identify issues with product quality, fulfillment, and customer expectations.
Metric Type
Diagnostic. Ratios.
Add to Cart Rate
Percentage of sessions in which a product is added to the cart.
Basic Information
Description
The percentage of sessions where users have added items to the shopping cart, reflecting purchase intent and engagement.
Business Importance
Indicates how well the site encourages users to add items to the cart, impacting potential sales.
Metric Type
Diagnostic. Ratios.
Bounce Rate
Percentage of visitors who leave without interacting further after landing on a page.
Basic Information
Description
The percentage of sessions where users viewed only one page and left without further interaction.
Business Importance
Indicates content relevance and website usability. A high bounce rate may signal issues with page content, load time, or user expectations.
Metric Type
Diagnostic. Ratios.
Add to Carts
Number of times users add products to their cart.
Basic Information
Description
The total number of times users have added products to their shopping carts, indicating purchase intent.
Business Importance
Reflects purchase intent and is a key indicator of conversion funnel performance. An increase suggests effective product appeal and usability.
Metric Type
Quantitative. Results.
Average % of Discount
Average percentage of discount applied across orders.
Basic Information
Description
The average percentage of discount applied across all transactions, reflecting pricing strategies and promotional effectiveness.
Business Importance
Measures discounting impact on revenue and profitability, helping in pricing optimization.
Metric Type
Diagnostic. Ratios.
Repeat Purchase Rate (RPR)
Percentage of customers who make a second purchase.
Basic Information
Description
The percentage of customers who make more than one purchase, indicating loyalty and satisfaction.
Business Importance
Essential for measuring customer retention and loyalty.
Metric Type
Diagnostic. Ratios.
Conversion from Product Card View to Add to Cart
Percentage of users who add an item to the cart after viewing its product card.
Basic Information
Description
The percentage of product card views that result in an "Add to Cart" action, indicating how effectively product cards influence purchase decisions.
Business Importance
Measures the effectiveness of product presentation in driving purchase intent.
Metric Type
Diagnostic. Ratios.
Sessions per User
Average number of visits each user makes to your site.
Basic Information
Description
The average number of sessions per unique user, reflecting the frequency of visits and user retention.
Business Importance
Indicates user engagement and retention levels. Higher values suggest repeat visits and strong user interest.
Metric Type
Diagnostic. Ratios.
Checkout Rate
Percentage of cart page views that progress to checkout.
Basic Information
Description
The percentage of sessions that proceed to the checkout process after adding items to the cart, measuring checkout engagement.
Business Importance
Evaluates how effectively users move from cart to checkout, helping identify friction points.
Metric Type
Diagnostic. Ratios.
Customer Acquisition Cost (CAC)
Average cost to acquire a new customer.
Basic Information
Description
The average cost to acquire a new customer, reflecting marketing efficiency and spend effectiveness.
Business Importance
Essential for evaluating marketing ROI and optimizing acquisition efforts.
Metric Type
Diagnostic. Financial.
Order Return Rate
Percentage of delivered orders returned by customers.
Basic Information
Description
The percentage of fulfilled orders that were returned by customers, reflecting issues with product expectations, quality, or fit.
Business Importance
Provides insights into product quality, shipping expectations, and post-purchase satisfaction.
Metric Type
Diagnostic. Ratios.
Checkouts
Number of users who initiate the checkout process.
Basic Information
Description
The number of times users started the checkout process, showing intent to purchase.
Business Importance
Indicates user intent to complete a purchase, highlighting potential drop-off points in the funnel.
Metric Type
Quantitative. Results.
Product Views
Total number of times products are viewed on the site.
Basic Information
Description
The total number of times users have viewed product detail pages (PDP), reflecting interest in specific products.
Business Importance
Indicates product popularity, engagement, and the effectiveness of marketing efforts in driving product exploration.
Metric Type
Quantitative. Results.
Product Views per Session
Average number of product views in a single session.
Basic Information
Description
The average number of product detail page views per user session, indicating how engaged users are in exploring products.
Business Importance
Helps assess how well users are exploring products within a single session, which is crucial for merchandising strategy and user engagement.
Metric Type
Diagnostic. Ratios.
Units Sold
Total number of items sold across all orders.
Basic Information
Description
The total number of individual product units sold within a specific period.
Business Importance
Measures sales volume and operational efficiency.
Metric Type
Quantitative. Results.
Revenue per Visitor (RPV)
Average revenue earned from each unique visitor.
Basic Information
Description
The average revenue generated per unique visitor, measuring the effectiveness of the website in monetizing traffic.
Business Importance
Measures website performance and helps optimize traffic acquisition strategies.
Metric Type
Diagnostic. Financial.
Basket Size
Average number of items in a purchase.
Basic Information
Description
The average number of items per order, reflecting customer purchasing behavior and product bundling effectiveness.
Business Importance
Important for understanding order composition and cross-sell/upsell effectiveness.
Metric Type
Diagnostic. Quantitative.
Average Cart Value
Average monetary value of items in the cart during a session.
Basic Information
Description
The average monetary value of items in the cart, indicating potential revenue per checkout session.
Business Importance
Helps businesses understand purchasing behavior and optimize pricing or promotions to maximize order value.
Metric Type
Diagnostic. Financial.
Product Conversion Rate
Percentage of product views that result in a purchase.
Basic Information
Description
The percentage of product views that resulted in purchases.
Business Importance
Indicates product appeal and purchase intent.
Metric Type
Diagnostic. Ratios.
Scroll Depth
The percentage of a page that users scroll through on average.
Basic Information
Description
Measures how far down a page users scroll, indicating content engagement and layout effectiveness.
Business Importance
Helps assess content effectiveness and layout structure, identifying whether users engage with full-page content or abandon early.
Metric Type
Diagnostic. Ratios.
Churn Rate
Percentage of customers who stop engaging with the business over a defined period.
Basic Information
Description
The percentage of customers who stop purchasing within a given period, indicating retention challenges.
Business Importance
Critical for measuring business sustainability and retention effectiveness.
Metric Type
Diagnostic. Ratios.
Cart Abandonment Rate
Percentage of carts abandoned without completing a purchase.
Basic Information
Description
The percentage of shopping carts that are abandoned without completing a purchase, reflecting friction points in the checkout process.
Business Importance
A high abandonment rate indicates issues in the checkout flow that need optimization to improve conversions.
Metric Type
Diagnostic. Ratios.
Click-through Rate (CTR)
Percentage of users who clicked on a specific link or CTA out of the total who saw it.
Basic Information
Description
The percentage of users who click on a specific link (e.g., ads, emails, product listings) compared to the number of users who viewed the link.
Business Importance
Indicates the effectiveness of marketing efforts, content relevance, and call-to-action (CTA) design. A higher CTR suggests user interest and engagement.
Metric Type
Diagnostic. Ratios.
Customer Lifetime Value (CLV)
Total projected revenue generated by a customer over their lifetime.
Basic Information
Description
The projected total revenue a customer will generate over their lifetime with the business.
Business Importance
Helps measure the long-term value of a customer, guiding acquisition and retention strategies.
Metric Type
Diagnostic. Financial.