7 Metrics for eCommerce Success Every Business Should Track

For any eCommerce business aiming to grow and thrive, tracking the right metrics is essential. These numbers reveal how well your strategies work and where improvements can unlock more revenue. Ignoring these key metrics is like sailing without a compass - you might move, but not in the right direction.

In this blog, we cover 7 important metrics every eCommerce business owner should monitor closely. Plus, we’ll highlight how email marketing plays a key role in improving many of these metrics.

Metric 1: Conversion Rate

The conversion rate is the percentage of visitors who take a desired action — like making a purchase or signing up for your newsletter. A high conversion rate means your website and marketing effectively persuade visitors to become customers.

How to Calculate:
(Number of purchases ÷ Total website visitors) × 100

Why It Matters:
A higher conversion rate directly boosts revenue without needing more traffic.

Improve It With Email Marketing:
Use targeted email campaigns to nurture leads and guide potential customers back to your site, turning browsers into buyers.

Metric 2: Average Order Value (AOV)

AOV measures how much customers spend on average per order.

How to Calculate:
Total revenue ÷ Number of orders

Why It Matters:
Increasing AOV means more revenue without increasing traffic.

Boost AOV With Email Marketing:
Send personalized product recommendations and bundle offers to encourage upsells and cross-sells.

Metric 3: Customer Acquisition Cost (CAC)

CAC calculates how much you spend to gain a new customer.

How to Calculate:
Total sales & marketing costs ÷ Number of new customers acquired

Why It Matters:
Lower CAC means more efficient spending and better ROI.

Use Email to Lower CAC:
Email marketing helps nurture leads and convert warm prospects cost-effectively compared to paid ads.

Metric 4: Customer Lifetime Value (CLV)

CLV estimates the total revenue a customer will bring over their relationship with your brand.

How to Calculate:
Average Order Value × Purchase Frequency × Customer Lifespan

Why It Matters:
Higher CLV means long-term revenue and better marketing ROI.

Increase CLV With Email:
Engage customers post-purchase with loyalty programs, exclusive offers, and re-engagement campaigns.

Metric 5: Cart Abandonment Rate

This metric tracks the percentage of shoppers who add items to carts but leave without buying.

How to Calculate:
{1 - (Completed purchases ÷ Carts created)} × 100

Why It Matters:
High abandonment signals issues with checkout or user experience.

Recover Lost Sales With Email:
Send automated abandoned cart emails to remind shoppers and offer incentives to complete purchases.

Metric 6: Website Traffic

Tracking visitor numbers helps you understand your reach and which marketing channels drive the most visitors.

Why It Matters:
More traffic equals more potential sales opportunities.

Grow Traffic Using Email:
Regular newsletters and promotional emails keep your brand top of mind and encourage repeat visits.

Metric 7: Chargeback Rate

This measures the percentage of transactions disputed by customers.

How to Calculate:
(Total chargebacks ÷ Total transactions) × 100

Why It Matters:
High chargeback rates can hurt your reputation and lead to penalties.

Reduce Chargebacks With Clear Email Communication:
Use emails to confirm orders, share delivery updates, and provide easy contact options to reduce disputes.

Why Email Marketing Supports These Metrics

Email marketing is one of the most cost-effective tools to improve your eCommerce success metrics. It supports higher conversions, boosts average order value, lowers acquisition costs, and nurtures lifetime customer relationships. Using platforms like MyLINK MarketingPlatform enables automated, personalized email campaigns that adapt based on customer behavior - delivering the right message at the right time.

Automating cart abandonment emails, personalized product recommendations, and loyalty rewards can make a significant impact on your bottom line.

Start Tracking These Metrics Today

By focusing on these 7 key metrics - conversion rate, average order value, customer acquisition cost, customer lifetime value, cart abandonment rate, website traffic, and chargeback rate - you can steer your eCommerce business toward steady growth and profitability.

Combine these insights with powerful email marketing strategies through MyLINK MarketingPlatform to maximize your results.