KPIs

Percentage of abandoned shopping carts that later lead to a completed order within the recovery period. Includes orders placed with or without marketing contact.

Education specialisation of the canonical Customer Retention Rate (customer-retention-rate): the percentage of learners who were active in the previous period (week, month or quarter) and completed at least one qualifying learning activity again in the current period. Because new learners are excluded from both sides of the ratio, it shows whether the platform keeps its existing learner base engaged regardless of acquisition volume, and it is the main leading indicator for course completion, subscription renewal and B2B seat utilisation.

The percentage of product views that result in an Add to Cart action, indicating how effectively product placement converts browsing interest into initial purchase intent.

Measures the percentage of sessions where users add at least one item to a wishlist or similar list, indicating engagement and potential purchase intent.

Share of search interactions that show autocomplete suggestions and end with a click on one. Low values point to weak suggestion relevance, ranking or coverage.

Mean net merchandise value of carts that received an add_to_cart but no purchase within 7 days. Sizes the revenue left in abandoned carts and sets recovery-offer thresholds.

Average Order Value measures the average revenue generated per completed order or purchase transaction. It matters because it helps teams understand monetization efficiency, evaluate merchandising and pricing strategies, and identify opportunities to increase revenue without necessarily increasing traffic.

Mean hours from support ticket creation to final solved status, for tickets solved in the period across email, chat, phone and social. Shows how fast order, return and refund issues get closed.

Measures the percentage of eligible confirmed bookings fully cancelled before the booking's first scheduled service starts. Mature cohorts prevent future trips from understating the rate.

BOPIS Order Share is the percentage of all online orders placed in a period (web and app, every fulfilment method) that the customer chose to collect in store from that store's inventory, curbside pickup included. It shows how much digital demand the store network absorbs instead of parcel delivery, which drives store labour planning, pickup-eligible inventory and last-mile shipping cost.

Bounce Rate measures the percentage of single-page sessions where users leave the site without interacting further. It is important for understanding user engagement and the effectiveness of landing pages.

Share of completed orders paid with a buy-now-pay-later option such as Klarna, Afterpay or Affirm. Shows demand for instalment payment and guides provider mix and checkout placement.

Cart abandonment rate measures the percentage of shopping carts that are created (at least one item added via add_to_cart) but do not result in a completed purchase within the same session. It is a critical e-commerce conversion KPI because it highlights friction in the checkout journey, such as unexpected shipping costs, forced account creation, payment failures or intent gaps, that suppresses revenue, and it is the complement of Cart-to-Purchase Rate.

Cart conversion rate is the percentage of carts created (a shopper's first add_to_cart of the day) that end in a completed purchase within a 7-day conversion window, including purchases made in a later session or visit. It is the cross-session counterpart of the session-scoped Cart-to-Purchase Rate and shows how much cart intent the store turns into orders, including deferred and returning-visit purchases.

Cart-to-Checkout Rate is the share of sessions that hold a cart — an add-to-cart or a cart view — and then go on to initiate checkout, isolating the single funnel step between cart intent and checkout entry. Unlike Cart Conversion Rate, which follows cart holders all the way through to a completed purchase, this KPI stops at checkout initiation, so it separates cart-page friction such as shipping-cost disclosure, CTA clarity and trust signals from failures that occur later inside the payment and fulfilment steps.

Cart-to-Purchase Rate measures the percentage of sessions containing at least one add_to_cart event that also contain a completed purchase within the same session. It shows how effectively cart-building activity turns into completed orders and isolates checkout and cart friction from upstream product-discovery performance.

Measures the percentage of product page views that result in an add-to-cart action, indicating user interest in purchasing.

Share of sessions that start checkout (begin_checkout) but end without a purchase; the complement of Checkout Completion Rate. Unlike Cart Abandonment Rate, it counts only shoppers who entered checkout.

Measures the percentage of initiated checkout sessions that result in a completed purchase. This KPI helps assess the effectiveness of the checkout process.

Average time in seconds from begin_checkout to purchase for checkouts that complete. A direct read on checkout friction; abandoned checkouts are excluded.

Measures the percentage of initiated checkouts that result in a completed order, indicating the effectiveness of the checkout process in converting potential buyers.

Measures the percentage of qualified playback attempts that reach the defined completion threshold for eligible on-demand content. It indicates how consistently viewers consume content through its intended end after starting playback.

Measures the percentage of eligible discovery sessions in which a user finds and begins consuming content attributable to a search, browse, recommendation, or navigation action. A session is successful only when the discovered content reaches the defined qualified-consumption threshold within the attribution window.

Content Release Audience Reach measures the percentage of eligible audience members who generate at least one qualified play of a newly released content item during the defined post-release measurement window. It shows how broadly a release penetrates its addressable streaming audience rather than how frequently reached audience members watch it.