KPIs

Conversion rate measures the percentage of eligible sessions or users that complete a defined conversion action, such as a purchase, lead submission, or signup. It is a core KPI for evaluating how effectively digital experiences turn traffic into business outcomes.

Marketing spend divided by net-new leads captured in the same period, where a lead is a generate_lead event such as an email or SMS opt-in. Read by channel and campaign to price list growth.

Paid media spend divided by the sessions those same paid campaigns delivered in the period. Shows what each paid visit costs and is read against Revenue per Visit.

Coupon Redemption Rate is the share of completed orders in which at least one coupon or promotion code was successfully applied at purchase, measured against every order placed in the period including full-price, zero-discount orders. It is deliberately order-based and is not the issuance-based variant (coupons redeemed / coupons issued), which is a promotion-management measure of code distribution. It sits downstream of Promotion Click-Through Rate, which measures engagement with promotional placements before checkout rather than codes actually applied to completed orders.

Course Completion Rate is the percentage of course enrolments in a cohort that meet the course's defined completion criteria (every required module finished and any mandatory final assessment passed) within the permitted completion window. It is the primary health indicator for course design, learner support and enterprise training commitments, and because it is measured against the full enrolled base, learners who never start are counted as non-completions rather than silently dropped.

Curbside Pickup Rate is the share of all buy-online-pickup-in-store (BOPIS) orders placed in a period for which the customer chose curbside handoff, with the attendant bringing the order to the vehicle, instead of collecting it at the in-store pickup counter or locker. It is a fulfilment-mix measure used to staff curbside bays and set their capacity, and it is distinct from Pickup Completion Rate, which measures whether pickup orders are actually collected, not how the customer chose to collect them.

Months of gross margin from newly acquired customers needed to recover the cost of acquiring them. Tracked per acquisition cohort and channel to show whether paid growth funds itself.

Customer Lifetime Value is the cumulative contribution margin a resolved customer has generated across all digital and offline orders within 36 months of their first purchase, net of refunds, returns, cancellations, cost of goods sold and variable fulfilment costs. It is the long-term value benchmark for setting acquisition cost ceilings, sizing retention and loyalty investment, and comparing acquisition cohorts and channels on profitability rather than first-order revenue.

Customer Retention Rate measures the percentage of the customers active at the start of a period who are still buying at its end, calculated as ((customers at end of period − new customers acquired in the period) ÷ customers at start of period) × 100. It is the standard gauge of customer loyalty and of how well lifecycle, loyalty and service programmes keep the existing customer base purchasing.

Measures the percentage of deliveries made on or before the scheduled delivery date. It reflects the efficiency and reliability of the logistics process.

Share of shipments handed to a carrier that logged at least one delivery exception (delay, damage, address issue, failed attempt, loss). Wider than Failed Delivery Rate, which counts failed attempts only.

Share of delivered shipping and delivery notifications (shipment confirmation, in transit, out for delivery, delivered and delay messages sent by email or push) that the customer opened at least once within the attribution window, computed per channel from ESP and push provider send and open logs. It measures how effectively post-purchase tracking communication reaches customers, is a leading indicator of 'where is my order' contact deflection, and is reported MPP-adjusted so Apple Mail Privacy Protection prefetches do not inflate the email figure.

Average post-delivery survey rating on a 5-point scale, one response per delivered order. Shows how customers judge the delivery itself: timing, condition on arrival and carrier conduct.

E-commerce specialisation of Conversion Rate: the share of unique email clickers in a period whose click-through session (utm_medium=email, matched to the sending campaign) leads to a completed purchase, or to a click-attributed order on the ESP order feed, within the attribution window, with every unique clicker in the period, taken from the ESP click feed, as the denominator. It separates post-click commercial performance from open and click engagement, showing whether campaign content, offer and landing experience turn email traffic into orders at the rate reported by the ESP (Klaviyo, Braze, Salesforce Marketing Cloud) and reconciled in GA4.

Measures the percentage of eligible paid enrollments with at least one settled positive refund during the governing refund window. It tracks enrollment-level reversal, not refunded value.

Share of completed web and app orders placed through an express checkout such as Shop Pay, Apple Pay, Google Pay or PayPal Express. Shows how many shoppers skip the standard multi-step checkout.

Failed Delivery Rate is the percentage of shipments out for delivery in the period whose first delivery attempt failed because the recipient was not available, the address was incorrect or undeliverable, the driver could not get access, or the recipient refused the parcel. Unlike Delivery Accuracy Rate (right items reaching the right address intact) and Shipment On-Time Delivery Rate (delivery date against promise date), it isolates failure at the last-mile handover, the main cause of redelivery surcharges, return-to-sender cost and 'where is my order' contacts.

Gross Merchandise Value (GMV) is the total value of merchandise sold through completed orders in the period, calculated as unit selling price × quantity across every first- and third-party order line, excluding tax and shipping and stated before returns, refunds, post-fulfilment cancellations, order-level coupons and marketplace commissions. It is the top-line measure of transaction volume used to size demand and compare channels, categories and sellers, and it exceeds Net Revenue by order-level discounts, returns and refunds and post-fulfilment cancellations, plus, for marketplaces, the gap left when third-party seller proceeds are replaced by the commission earned, so it must never be presented as recognised revenue.

Guest Checkout Rate is the share of completed orders placed without the shopper signing in to or creating an account, measured at order grain on the digital (web and app) purchase transaction; offline, call-centre and store-assisted orders are out of scope. It quantifies how much of realised demand the business converts anonymously, framing the trade-off between frictionless checkout and the customer identity, consent and lifecycle data an account unlocks.

Measures the overall satisfaction of guests based on feedback collected through surveys and reviews during their stay.

Measures how often inventory is sold and replaced over a specific period, indicating the efficiency of inventory management.

Item revenue is the total revenue earned from purchased products, calculated at line-item level as unit price multiplied by quantity for every item in completed orders, excluding tax and shipping. It shows how much each product, SKU, brand or category contributes to sales, so merchandising and finance teams can rank assortment performance independently of order-level totals.

Item View to Cart Rate measures the percentage of product detail views (view_item) that are followed by an add_to_cart of the same item by the same user within 24 hours. It shows how effectively product pages turn shopper interest into purchase intent and is the standard product-page conversion benchmark used in GA4, Adobe Analytics and commerce platform reporting.

Lead Conversion Rate is the percentage of unique leads created in a reporting cohort that are converted in the CRM into a sales opportunity (Salesforce Lead Convert with a linked Opportunity) within a fixed maturation window. It is the standard hand-off measure between Marketing lead generation and Sales pipeline creation, showing how much captured demand is actually accepted and worked as pipeline.