KPI Catalog
Comprehensive collection of industry-specific key performance indicators. Browse, search, and explore KPIs for your business.
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E-Commerce KPI Catalog
Comprehensive collection of 85 industry-specific key performance indicators
Customer Lifetime Value (CLV)
Total revenue expected from a customer over their lifetime
Business Objective
Understand long-term customer profitability
Formula
Average Order Value × Purchase Frequency × Customer LifespanCustomer Retention Rate
Percentage of customers who make repeat purchases
Business Objective
Measure customer loyalty and satisfaction
Formula
((Customers End - New Customers) / Customers Start) × 100Net Promoter Score (NPS)
Customer loyalty and satisfaction metric
Business Objective
Measure customer satisfaction and brand advocacy
Formula
% Promoters (9-10) - % Detractors (0-6)Customer Churn Rate
Percentage of customers who stop purchasing
Business Objective
Identify and reduce customer attrition
Formula
(Customers Lost / Total Customers at Start) × 100Purchase Frequency
Average number of orders per customer per period
Business Objective
Increase customer engagement and ordering cadence
Formula
Total Orders / Total Unique CustomersCustomer Engagement Score
Composite metric of customer activity and interaction
Business Objective
Predict customer loyalty and future value
Formula
Weighted Score of Visits, Actions, Purchases, ReviewsActive Customer Rate
Percentage of customers who purchased recently
Business Objective
Monitor health of active customer base
Formula
(Customers with Purchase in Last 90 Days / Total Customers) × 100Customer Reactivation Rate
Success rate of winning back dormant customers
Business Objective
Optimize win-back campaigns and retention
Formula
(Reactivated Customers / Targeted Inactive Customers) × 100VIP Customer Ratio
Percentage of customers in top spending tier
Business Objective
Identify and nurture high-value customers
Formula
(Top 20% Spenders / Total Customers) × 100Time Between Purchases
Average days between repeat purchases
Business Objective
Optimize retargeting and reminder timing
Formula
Average Days Between Customer OrdersCustomer Satisfaction Score (CSAT)
Direct customer satisfaction measurement
Business Objective
Track post-purchase satisfaction
Formula
(Satisfied Responses / Total Responses) × 100Customer Effort Score (CES)
Ease of customer experience measurement
Business Objective
Reduce friction in customer journey
Formula
Average Score of Effort RequiredAccount Creation Rate
Percentage of buyers creating accounts
Business Objective
Build long-term customer relationships
Formula
(New Accounts / Total New Buyers) × 100Referral Rate
Percentage of customers acquired through referrals
Business Objective
Leverage word-of-mouth marketing
Formula
(Referred Customers / Total New Customers) × 100Review Submission Rate
Percentage of customers leaving product reviews
Business Objective
Build social proof and gather feedback
Formula
(Reviews Submitted / Orders Completed) × 100Customer Profitability Score
Net profit generated per customer after all costs
Business Objective
Identify truly profitable customer segments
Formula
Customer Revenue - (COGS + CAC + Service Costs)Customer Service Response Time
Average time to respond to customer inquiries
Business Objective
Ensure excellent customer support experience
Formula
Total Response Time / Number of InquiriesSubscription Adoption Rate
Percentage of customers on subscription plans
Business Objective
Build predictable recurring revenue
Formula
(Subscription Customers / Total Customers) × 100Gross Profit Margin
Profit after cost of goods sold
Business Objective
Measure product profitability
Formula
((Revenue - COGS) / Revenue) × 100Net Profit Margin
Bottom-line profit percentage
Business Objective
Measure overall business profitability
Formula
(Net Profit / Revenue) × 100Operating Profit Margin
Profit from operations before interest and taxes
Business Objective
Evaluate operational efficiency
Formula
(Operating Income / Revenue) × 100EBITDA Margin
Earnings before interest, taxes, depreciation, amortization
Business Objective
Assess core operational profitability
Formula
(EBITDA / Revenue) × 100Cash Conversion Cycle
Days to convert inventory to cash
Business Objective
Optimize working capital efficiency
Formula
Days Inventory Outstanding + Days Sales Outstanding - Days Payable OutstandingWorking Capital Ratio
Ability to meet short-term obligations
Business Objective
Ensure financial health and liquidity
Formula
Current Assets / Current LiabilitiesRevenue Per Employee
Revenue generated per employee
Business Objective
Measure workforce productivity
Formula
Total Revenue / Number of EmployeesLTV to CAC Ratio
Customer lifetime value relative to acquisition cost
Business Objective
Ensure sustainable growth economics
Formula
Customer Lifetime Value / Customer Acquisition CostCustomer Acquisition Payback Period
Months to recover customer acquisition cost
Business Objective
Assess marketing investment efficiency
Formula
CAC / (Average Monthly Revenue Per Customer × Gross Margin)Payment Processing Costs
Transaction fees as percentage of revenue
Business Objective
Minimize payment processing expenses
Formula
(Total Payment Fees / Total Revenue) × 100Marketing Efficiency Ratio
Revenue generated per marketing dollar
Business Objective
Maximize marketing productivity
Formula
Total Revenue / Total Marketing SpendBurn Rate
Monthly cash consumption rate
Business Objective
Monitor runway and financial sustainability
Formula
Monthly Operating Expenses - Monthly RevenueRevenue Concentration Risk
Percentage of revenue from top customers
Business Objective
Diversify revenue sources
Formula
(Top 10 Customer Revenue / Total Revenue) × 100Customer Acquisition Cost (CAC)
Cost to acquire a new customer
Business Objective
Optimize marketing spend and ROI
Formula
Total Marketing Costs / Number of New CustomersEmail Open Rate
Percentage of recipients who open marketing emails
Business Objective
Measure email campaign effectiveness
Formula
(Emails Opened / Emails Delivered) × 100Email Click-Through Rate
Percentage of email recipients clicking links
Business Objective
Measure email content engagement
Formula
(Email Clicks / Emails Delivered) × 100Marketing ROI
Return on investment for marketing spend
Business Objective
Justify and optimize marketing budget
Formula
((Revenue from Marketing - Marketing Cost) / Marketing Cost) × 100Cost Per Click (CPC)
Average cost for each ad click
Business Objective
Optimize paid advertising efficiency
Formula
Total Ad Spend / Total ClicksCost Per Acquisition (CPA)
Cost to acquire a customer through paid channels
Business Objective
Measure paid marketing efficiency
Formula
Total Paid Marketing Spend / New Customers from PaidAd Click-Through Rate
Percentage of ad impressions resulting in clicks
Business Objective
Measure ad creative effectiveness
Formula
(Ad Clicks / Ad Impressions) × 100Organic Search Traffic
Visitors from unpaid search results
Business Objective
Measure SEO effectiveness
Formula
Total Organic Search Visitors / PeriodPaid Search Conversion Rate
Conversion rate from paid search traffic
Business Objective
Optimize paid search campaigns
Formula
(Conversions from Paid Search / Paid Search Visitors) × 100Social Media Conversion Rate
Conversion rate from social media traffic
Business Objective
Measure social commerce effectiveness
Formula
(Conversions from Social / Social Visitors) × 100Affiliate Revenue Share
Percentage of revenue from affiliate partners
Business Objective
Grow partnership marketing channel
Formula
(Affiliate Revenue / Total Revenue) × 100Influencer Campaign ROI
Return on influencer marketing investment
Business Objective
Validate influencer partnerships
Formula
((Revenue from Influencer - Influencer Cost) / Influencer Cost) × 100Email List Growth Rate
Rate of email subscriber acquisition
Business Objective
Build marketing audience
Formula
((New Subscribers - Unsubscribes) / Total Subscribers) × 100Retargeting Conversion Rate
Success rate of retargeting campaigns
Business Objective
Recover abandoned visitors
Formula
(Retargeting Conversions / Retargeting Impressions) × 100Brand Search Volume
Number of brand name searches
Business Objective
Measure brand awareness and recognition
Formula
Total Brand Keyword Searches / PeriodLanding Page Conversion Rate
Conversion rate of campaign landing pages
Business Objective
Optimize campaign destination pages
Formula
(Landing Page Conversions / Landing Page Visitors) × 100Marketing Attribution Score
Credit distribution across marketing touchpoints
Business Objective
Understand customer journey impact
Formula
Multi-Touch Attribution Model OutputContent Marketing ROI
Return from blog and content efforts
Business Objective
Justify content marketing investment
Formula
((Content Revenue - Content Costs) / Content Costs) × 100Return Rate
Percentage of products returned by customers
Business Objective
Monitor product quality and customer satisfaction
Formula
(Number of Returns / Total Orders) × 100Inventory Turnover
Number of times inventory is sold and replaced
Business Objective
Optimize inventory management and cash flow
Formula
Cost of Goods Sold / Average Inventory ValueOrder Fulfillment Time
Average time from order to shipment
Business Objective
Improve customer satisfaction and efficiency
Formula
Average (Shipment Date - Order Date)Shipping Cost Per Order
Average shipping expense per order
Business Objective
Optimize logistics and delivery costs
Formula
Total Shipping Costs / Total OrdersPerfect Order Rate
Percentage of orders delivered perfectly
Business Objective
Measure end-to-end fulfillment quality
Formula
(Perfect Orders / Total Orders) × 100Order Accuracy Rate
Percentage of orders picked and packed correctly
Business Objective
Reduce returns and customer service issues
Formula
(Accurate Orders / Total Orders) × 100Stock-Out Rate
Frequency of out-of-stock situations
Business Objective
Minimize lost sales from inventory gaps
Formula
(Out of Stock Events / Total SKU Days) × 100Warehouse Capacity Utilization
Percentage of warehouse space in use
Business Objective
Optimize storage costs and efficiency
Formula
(Used Space / Total Available Space) × 100Order Processing Time
Time from order placement to pick list generation
Business Objective
Streamline order management workflow
Formula
Average Time Between Order and Pick ListReturn Processing Time
Average time to process returned items
Business Objective
Speed up refunds and restocking
Formula
Average Time from Return Receipt to CompletionInventory Days on Hand
Average days inventory sits before selling
Business Objective
Minimize holding costs and optimize turnover
Formula
(Average Inventory / Cost of Goods Sold) × 365Dead Stock Percentage
Percentage of inventory not sold in 12+ months
Business Objective
Identify and liquidate slow-moving inventory
Formula
(Dead Stock Value / Total Inventory Value) × 100Pick and Pack Accuracy
Accuracy rate of warehouse picking operations
Business Objective
Reduce errors and improve customer experience
Formula
(Correct Picks / Total Picks) × 100Delivery Success Rate
Percentage of first-attempt successful deliveries
Business Objective
Minimize redelivery costs and delays
Formula
(Successful First Deliveries / Total Delivery Attempts) × 100Supplier Lead Time
Average time from order to supplier delivery
Business Objective
Optimize purchasing and inventory planning
Formula
Average (Delivery Date - Purchase Order Date)Reverse Logistics Cost
Cost per return processed
Business Objective
Optimize returns handling efficiency
Formula
Total Returns Processing Costs / Number of ReturnsOrder Cycle Time
Total time from order to customer delivery
Business Objective
Improve overall delivery speed
Formula
Average (Delivery Date - Order Date)Supplier Quality Score
Quality rating of supplier products and service
Business Objective
Ensure consistent product quality
Formula
Weighted Score of Defects, Timeliness, DocumentationConversion Rate
Percentage of visitors who complete a purchase
Business Objective
Measure effectiveness of sales funnel and user experience
Formula
(Total Orders / Total Visitors) × 100Average Order Value (AOV)
Average amount spent per transaction
Business Objective
Track revenue efficiency and upselling effectiveness
Formula
Total Revenue / Total Number of OrdersRevenue Per Visitor (RPV)
Average revenue generated per website visitor
Business Objective
Measure overall site monetization effectiveness
Formula
Total Revenue / Total VisitorsProduct Page Conversion Rate
Percentage of product page views resulting in purchase
Business Objective
Optimize product presentation and pricing
Formula
(Product Purchases / Product Page Views) × 100Cart Abandonment Rate
Percentage of shopping carts abandoned before checkout
Business Objective
Identify checkout process friction points
Formula
(Carts Created - Completed Orders) / Carts Created × 100Checkout Abandonment Rate
Percentage of users abandoning at checkout stage
Business Objective
Optimize payment and checkout experience
Formula
(Checkout Started - Orders Completed) / Checkout Started × 100Revenue Per Session
Average revenue generated per user session
Business Objective
Measure session monetization efficiency
Formula
Total Revenue / Total SessionsGross Merchandise Value (GMV)
Total value of merchandise sold over period
Business Objective
Track overall marketplace volume and health
Formula
Sum of All Transaction ValuesNet Revenue
Revenue after returns, discounts, and refunds
Business Objective
Measure actual retained revenue
Formula
Gross Revenue - Returns - Discounts - RefundsSales Growth Rate
Period-over-period sales increase percentage
Business Objective
Track business momentum and market traction
Formula
((Current Period Sales - Previous Period Sales) / Previous Period Sales) × 100Cross-Sell Rate
Percentage of orders with multiple product categories
Business Objective
Measure product recommendation effectiveness
Formula
(Orders with Multiple Categories / Total Orders) × 100Up-Sell Rate
Percentage of customers purchasing premium versions
Business Objective
Optimize pricing tiers and premium offerings
Formula
(Premium Purchases / Total Purchases) × 100Add-to-Cart Rate
Percentage of sessions with cart additions
Business Objective
Measure product interest and intent
Formula
(Sessions with Add to Cart / Total Sessions) × 100Repeat Purchase Rate
Percentage of customers making multiple purchases
Business Objective
Measure customer loyalty and satisfaction
Formula
(Customers with 2+ Orders / Total Customers) × 100Payment Success Rate
Percentage of payment attempts that succeed
Business Objective
Minimize payment friction and failed transactions
Formula
(Successful Payments / Payment Attempts) × 100Mobile Conversion Rate
Conversion rate specifically on mobile devices
Business Objective
Optimize mobile shopping experience
Formula
(Mobile Orders / Mobile Visitors) × 100Time to First Purchase
Average time from account creation to first order
Business Objective
Accelerate customer activation
Formula
Average Days Between Signup and First OrderFlash Sale Performance
Revenue lift during flash sale events
Business Objective
Measure promotional campaign effectiveness
Formula
((Flash Sale Revenue - Baseline) / Baseline) × 100