Must-Know Ecommerce Funnel Metrics

Highlights: Ecommerce Funnel Metrics

  • 1. Website Traffic
  • 2. Bounce Rate
  • 3. Exit Rate
  • 4. Average Time on Site
  • 5. Conversion Rate
  • 6. Cart Abandonment Rate
  • 7. Average Order Value (AOV)
  • 8. Revenue Per Visitor (RPV)
  • 9. Customer Acquisition Cost (CAC)
  • 10. Customer Lifetime Value (CLV)
  • 11. Churn Rate
  • 12. Return Rate
  • 13. Net Promoter Score (NPS)
  • 14. Referral Traffic
  • 15. Email Open Rate
  • 16. Email Click-Through Rate (CTR)

Table of Contents

To succeed in e-commerce, measuring and optimizing marketing funnel metrics is crucial. These metrics provide insights into the customer journey and help businesses tailor strategies to their audience. This post covers essential KPIs for driving growth, increasing ROI, and achieving success in e-commerce. Let’s dive in and learn how to use these metrics to propel your online store to new heights.

Ecommerce Funnel Metrics You Should Know

1. Website Traffic

The total number of visitors coming to your website, including new users and returning users.

2. Bounce Rate

The percentage of visitors who leave your website after viewing only one page, indicating a lack of engagement with your content or poor user experience.

3. Exit Rate

The percentage of visitors who leave your website from a specific page, showing which pages might need improvement to retain users.

4. Average Time on Site

The average amount of time visitors spend on your website, demonstrating how engaged they are with your content.

5. Conversion Rate

The percentage of visitors who complete a desired action on your website, such as making a purchase, signing up for a newsletter, or filling out a form.

6. Cart Abandonment Rate

The percentage of users who add items to their shopping cart but do not complete the checkout process, indicating possible issues with the checkout experience or pricing.

7. Average Order Value (AOV)

The average monetary value of all orders placed in a given time period, showing how much each customer is spending on average.

8. Revenue Per Visitor (RPV)

The amount of revenue generated per website visitor, helping to assess the effectiveness of marketing efforts and website user experience.

9. Customer Acquisition Cost (CAC)

The total cost of acquiring a new customer, including marketing and sales expenses, divided by the number of new customers acquired.

10. Customer Lifetime Value (CLV)

The total revenue generated from a customer over the entire lifetime of their relationship with your business, helping to determine the long-term value of each customer and inform marketing strategies.

11. Churn Rate

The percentage of customers who stop doing business with your company in a given time period, showing customer satisfaction and the effectiveness of retention efforts.

12. Return Rate

The percentage of products returned by customers, indicating the overall satisfaction with the product quality and accuracy of product descriptions.

13. Net Promoter Score (NPS)

A metric that measures customer loyalty and likelihood of recommending your business to others, helping to determine overall customer satisfaction.

14. Referral Traffic

The percentage of visitors coming to your website through external sources, such as other websites or social media, showing the strength of your brand exposure and network.

15. Email Open Rate

The percentage of recipients who open your marketing emails, indicating the effectiveness of your email marketing strategies and subject lines.

16. Email Click-Through Rate (CTR)

The percentage of email recipients who click on links within your marketing emails, demonstrating the effectiveness of your email content and call-to-actions.

Ecommerce Funnel Metrics Explained

E-commerce funnel metrics are crucial for optimizing the online shopping experience, driving sales, and sustaining growth. Metrics like website traffic, bounce rate, and exit rate identify areas for improvement. Metrics like AOV, RPV, CAC, and CLV evaluate monetary success. Churn rate, return rate, and NPS provide insights into customer satisfaction. Referral traffic, email open rate, and CTR assess marketing effectiveness. These metrics shape an efficient, user-friendly, and profitable shopping experience for customers.


Understanding and using e-commerce funnel metrics is crucial for online business success. Monitoring the customer journey provides insights for improving marketing strategies and enhancing the customer experience. Continuously optimizing these metrics drives growth and profitability. Stay ahead of the competition by keeping a keen eye on these metrics and consistently delivering value to your customers.



What are ecommerce funnel metrics?

Ecommerce funnel metrics are data-driven insights that allow businesses to analyze and understand the efficiency of their online sales processes. They track customer behavior, interactions, and conversions at each stage of the ecommerce sales funnel – from awareness to purchase.

Why are ecommerce funnel metrics important for businesses?

Ecommerce funnel metrics are crucial for businesses because they help identify strengths, weaknesses, and opportunities in their sales processes. By understanding each stage of the funnel, businesses can optimize their marketing strategies, improve user experience, and eventually increase conversion rates and ROI.

What are some key ecommerce funnel metrics to track?

Some key ecommerce funnel metrics to track include website traffic, click-through rates (CTR), conversion rates, average order value (AOV), cart abandonment rate, bounce rate, and customer lifetime value (CLV). Monitoring these metrics provides insights into overall website performance, user engagement, and revenue generation.

How can businesses improve their ecommerce funnel metrics?

Businesses can improve their ecommerce funnel metrics by implementing various strategies such as personalization, retargeting ads, effective marketing campaigns, enhancing user experience, optimizing the checkout process, and offering exceptional customer service. Continuous monitoring of the metrics allows businesses to make data-driven decisions and maximize marketing ROI.

What tools can be used to track ecommerce funnel metrics?

Several tools can be used to track ecommerce funnel metrics, such as Google Analytics, Adobe Analytics, Mixpanel, and Kissmetrics. These tools allow businesses to collect, analyze, and visualize data from the ecommerce sales funnel and help businesses make informed decisions about their online sales strategies.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

Table of Contents

... Before You Leave, Catch This! 🔥

Your next business insight is just a subscription away. Our newsletter The Week in Data delivers the freshest statistics and trends directly to you. Stay informed, stay ahead—subscribe now.

Sign up for our newsletter and become the navigator of tomorrow's trends. Equip your strategy with unparalleled insights!