Key metrics every DTC founder needs to monitor


In the fiercely competitive world of ecommerce, data-driven decision-making is the key to success. As a founder of an ecommerce brand, you know how crucial it is to understand your business's performance, identify areas for improvement, and maximize profitability. Tracking key metrics allows you to gain valuable insights and make informed decisions that can optimize your marketing campaigns, streamline operations, and enhance customer experiences. In this article, we will walk you through the top metrics you should be tracking for your ecommerce business, their significance, how to interpret them, and strategies for improvement.

Ecommerce Metrics for Success:
Return on Ad Spend (ROAS):

Formula: ROAS = Revenue from Ads / Ad Spend

ROAS is a critical metric for evaluating the effectiveness of your advertising campaigns. It measures the return generated from your performance marketing. By calculating ROAS, you can determine which advertising channels or campaigns are delivering the highest returns and allocate your advertising budget wisely.

Source : Beprofit, Report for 2022

Cart Abandonment Rate:

Formula: Abandonment Rate = (Number of Abandoned Carts / Number of Carts Created) * 100

The shopping cart abandonment rate reveals the percentage of customers who add products to their carts but leave the site without completing the purchase. Tracking this metric is crucial for understanding the effectiveness of your checkout process and identifying potential friction points.

Cart Abondment rate region wise, report by Dynamic Yield

Conversion Rate (Overall):

Formula: Conversion Rate = (Number of Conversions / Number of Visitors) * 100

The conversion rate is a fundamental metric that measures the percentage of website visitors who complete a desired action, such as making a purchase or signing up for a newsletter. It helps you evaluate the effectiveness of your website, marketing campaigns, and product offerings.

Conversion rate in ecommerce industry wise

Cost Per Acquisition (CPA):

Formula: CPA = Total Advertising Cost / Number of Conversions

CPA measures the cost incurred to acquire a single customer or conversion. Tracking CPA helps you assess the efficiency and profitability of your marketing campaigns. A low CPA indicates that the cost of acquiring a customer is relatively low compared to the generated revenue, reflecting an efficient marketing strategy.

Gross Profit:

Formula: Gross Profit = Revenue - Cost of Goods Sold (COGS)

Gross profit represents the earnings generated from the sale of products after deducting the direct costs associated with producing or acquiring those products. Tracking gross profit helps you evaluate the profitability of your products and pricing strategies.

Net Profit:

Formula: Net Profit = Gross Profit - Operating Expenses

Net profit represents the earnings after deducting both the direct costs and operating expenses from revenue. Tracking net profit helps you evaluate the overall financial health and sustainability of your operations.

Gross Merchandise Value (GMV):

Formula: GMV = Quantity Sold * Average Selling Price

GMV represents the total value of products sold over a given period. Tracking GMV helps you assess the overall volume of sales and evaluate the growth and performance of your business.

Returning Customer Percentage:

Formula: Returning Customer Percentage = (Number of Returning Customers / Total Number of Customers) * 100

The returning customer percentage measures the rate at which customers make repeat purchases. Tracking this metric helps you assess customer loyalty, retention efforts, and the overall customer experience.

Customer Lifetime Value (CLV):

Formula: CLV = Average Order Value (AOV) * Purchase Frequency per Period * Average Customer Lifespan

CLV represents the total value a customer brings to your business over their entire relationship. Tracking CLV helps you understand the long-term profitability of your customer base and make informed decisions regarding customer acquisition and retention strategies.

Average Order Value (AOV):

Formula: AOV = Total Revenue / Number of Orders

AOV measures the average value of each order placed by customers. Tracking AOV helps you understand customer spending habits, evaluate the effectiveness of upselling and cross-selling techniques, and optimize pricing strategies.

Average order value ecommerce industry wise, report by growcode
Source : Growcode

Cost of Goods Sold (COGS):

COGS represents the direct costs associated with producing or acquiring the products you sell. It is calculated using the following formula:

COGS = Opening Inventory + Purchases - Closing Inventory

-Opening Inventory is the value of inventory at the beginning of the period.
-Purchases is the total cost of inventory purchased during the period.
-Closing Inventory is the value of inventory at the end of the period.

By tracking COGS, you can accurately assess the profitability of your products and pricing strategies. Analyzing COGS helps you understand the impact of production costs, shipping fees, packaging materials, and any other expenses directly related to the goods sold. This metric is crucial for determining your gross profit margin and optimizing your pricing strategy.


Tracking these key metrics is vital for the success of your ecommerce brand. By analyzing and interpreting these metrics, you can make data-driven decisions, identify areas for improvement, and optimize various aspects of your business, including advertising campaigns, customer experience, pricing strategies, and operational efficiency. Remember, the ecommerce landscape is dynamic, so regularly monitor these metrics, adapt your strategies, and stay ahead of the competition.

In an upcoming blog post, we will delve deeper into the topic of benchmarking and provide insights on how you can keep up with industry benchmarks and further improve your metrics. We will explore strategies and best practices to help you set realistic goals, compare your performance to industry standards, and implement effective tactics to achieve continued growth and success in your ecommerce journey.

Stay tuned for our next blog post, where we will equip you with the knowledge and tools to take your ecommerce business to the next level. Best wishes for your continued growth and success!

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