Essential KPIs for managing your e-commerce: complete dashboard
Managing an e-commerce business without KPIs is like driving with your eyes closed. Yet, many e-merchants simply track their revenue without understanding the underlying mechanics. The right KPIs allow you to identify problems before they become critical, make data-driven decisions, and focus your efforts on the most impactful levers. This guide presents the essential indicators and explains how to use them concretely.
Traffic and acquisition KPIs
These indicators measure your ability to attract qualified visitors to your site.
Customer acquisition cost (CAC)
CAC is the total cost to acquire a new customer. Formula: marketing expenses / number of new customers. If you spend €5,000 on advertising and acquire 100 customers, your CAC is €50. This KPI is fundamental: it must be significantly lower than your customer's lifetime value (LTV). Goal: an LTV/CAC ratio greater than 3.
ROAS (Return on Ad Spend)
ROAS measures the return on your advertising spend. Formula: revenue generated by ads / advertising budget. A ROAS of 5 means that every euro invested in advertising generates €5 in revenue. A good ROAS depends on your margins: with a 50% gross margin, aim for a minimum ROAS of 3 to be profitable.
Traffic sources
Analyze the distribution of your traffic by channel: organic (SEO), paid (Ads), email, social media, direct. A healthy e-commerce business diversifies its traffic sources. If more than 50% of your traffic comes from a single channel, you are vulnerable. Track the evolution of each channel month by month.
Conversion KPIs
These indicators measure your ability to convert visitors into customers.
Conversion rate
The percentage of visitors who make a purchase. Formula: orders / unique visitors × 100. Average e-commerce France: 1.5 to 2.5%. But this overall figure hides very different realities depending on traffic sources, devices, and product categories. Segment your conversion rate to identify weaknesses.
Cart abandonment rate
The percentage of carts created but not completed. Average: 65 to 75%. Track this rate and compare it to your history. A sudden increase signals a problem: changed shipping costs, technical bug, new step added to checkout.
Bounce rate
The percentage of visitors who leave your site after viewing only one page. A high bounce rate (>60%) on your product pages indicates a problem with relevance, loading time, or perceived quality. Analyze this rate by page and by traffic source to identify problems.
Customer value KPIs
These indicators measure the value generated by each customer and your ability to retain them.
Average order value (AOV)
The average amount spent per order. Formula: revenue / number of orders. Increasing your average order value by 10% has the same impact as increasing your traffic by 10%, but costs much less. Levers: upsell, cross-sell, bundles, free shipping threshold.
Customer lifetime value (LTV)
The total revenue generated by a customer over the entire duration of their relationship with you. Simplified formula: average order value × purchase frequency × retention duration. LTV is the most strategic KPI: it determines how much you can invest to acquire a customer (CAC). If your LTV is €200 and your gross margin is 50%, you can invest up to €100 to acquire a customer while remaining profitable.
Repurchase rate
The percentage of customers who make a second order. A good repurchase rate (>30% at 12 months) indicates high customer satisfaction and good loyalty efforts. If your rate is low, invest in post-purchase email marketing, loyalty programs, and customer experience quality.
Measuring in 2026: consent, real data and contribution margin
Two developments have made steering more demanding since the first version of this article.
Consent changes the numbers
With the cookie banner and Google Consent Mode, a significant share of visitors is no longer measured in GA4, often 20 to 40%. Your GA4 conversion rates are therefore overstated and your volumes understated. Best practice: use the back office (real orders) as the source of truth for revenue and order count, and use GA4 for trends and channel split. Configure your key events (purchase, begin_checkout) and check every month that the amounts match the orders.
Contribution margin, the missing KPI
Revenue and ROAS do not tell you whether you are making money. Contribution margin per order (selling price, minus product cost, minus shipping and packaging, minus payment fees, minus attributed advertising cost) is the only indicator that answers that question. Calculate it per channel and per product family: it is common for a channel with a high apparent ROAS to be loss-making once returns and logistics are counted.
The new visibility signals
Add Search Console impressions and clicks to your monthly tracking, plus a manual check of your presence in AI assistants (ChatGPT, Perplexity) on your main queries. These are long-term indicators, but they announce organic traffic changes six months before they appear in GA4.
Building your dashboard
A good dashboard is simple, actionable, and regularly consulted.
Daily metrics
Daily revenue, number of orders, average order value, conversion rate. These metrics give you the pulse of your activity and quickly alert you to anomalies (sudden traffic drop, technical problem, etc.).
Weekly metrics
Traffic evolution by source, cart abandonment rate, advertising campaign performance, top and flop products. These metrics allow you to adjust your short-term strategy.
Monthly metrics
CAC, LTV, repurchase rate, ROAS by channel, net margin. These strategic metrics guide your investment decisions and budget allocation.
Management errors to avoid
Tracking KPIs is not enough. You also need to interpret them correctly and act accordingly. Focusing solely on revenue without looking at net margin. Comparing incomparable periods (ignoring seasonality). Reacting to daily variations instead of analyzing trends. Tracking too many indicators and acting on none. Ignoring weak signals (slight drop in mobile conversion rate).
Key takeaways
- The LTV/CAC ratio must be greater than 3 to be profitable
- Segment your KPIs by traffic source and device
- Increasing average order value is often more profitable than increasing traffic
- Build a dashboard with daily, weekly, and monthly metrics
- Analyze trends, not daily variations
Frequently asked questions
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