KPIs

Measures the average percentage-point change between normalized pre- and post-assessment scores for learners completing a qualifying intervention. Each eligible learner receives equal weight.

Measures the percentage of loan applications that are fully completed by users out of the total applications initiated. It indicates the effectiveness of the application process in converting initiated applications to completed ones.

Loyalty points redeemed by members in the period as a share of points earned in the same period. A low rate means an unused points liability is building up; a rising rate means members value the rewards.

Contribution-margin lifetime value of a newly acquired customer divided by what it cost to acquire them, per acquisition cohort. Below 3:1 is under the common benchmark; below 1:1 acquisition loses money.

Net return on total marketing cost: attributed revenue minus all marketing spend, divided by that spend. Unlike ROAS it counts agency, tooling and staff cost, and 0% means break-even.

Share of first-time purchasers in a period whose first recorded digital touch was a marketing-driven channel (paid search, paid social, display, affiliate, email or SMS) rather than direct, organic or referral traffic. It isolates how much of new-customer growth is being bought or earned by the marketing program versus arriving on its own.

Merchandising Conversion Rate breaks down the canonical Item Purchase Conversion Rate by merchandising placement: it is the percentage of item views carrying a placement value (item list, category grid, internal search results, recommendation module or onsite promotion) that are matched by purchased lines of items carrying the same placement value, showing which merchandising surfaces turn product interest into orders separately from a slot's click-through rate and from site-wide purchase-to-view performance. It is kept as a separate spec from Item Purchase Conversion Rate because the implementation differs in substance: placement values must be bound on select_item / select_promotion and carried by the site onto every view_item and purchase item (GA4 item_list_* / promotion_* / creative_slot fields, Adobe merchandising eVar20-eVar23 on productListItems), and both SQLs group by those values.

Monthly Active Viewers counts distinct viewer identities that consume at least 30 seconds of eligible video content during a calendar month. Each qualifying viewer is counted once per month after applying identity resolution, content eligibility, bot filtering, and cross-device deduplication rules.

Promoters (9–10) minus Detractors (0–6) as a share of all answers to the 0–10 likelihood-to-recommend question, from −100 to +100. Measures loyalty and advocacy, unlike CSAT, which rates one interaction.

Recurring subscription revenue kept from subscribers active at period start, after expansion, contraction and churn, as a share of their starting revenue. New subscribers and one-time orders are excluded.

Number of first-time purchasers for every returning purchaser in a period, counted as distinct customers. Shows whether sales growth comes from acquisition or from repeat buying.

Omnichannel Customer Rate is the percentage of active purchasing customers in a period who bought through both a digital channel (web or app order, any fulfilment method) and a physical store (in-store POS purchase or a collected BOPIS, curbside or ship-to-store order), measured on resolved customer identities. It is the retailer's headline measure of cross-channel penetration, used to size the omnichannel base that typically carries higher purchase frequency and lifetime value than single-channel buyers, and it counts completed purchases only, unlike engagement-based omnichannel measures that credit browsing or store visits without a transaction.

Online Order Conversion Rate is the percentage of all website or app sessions that include at least one completed order (a purchase event with a unique transaction ID). It is the standard session-based e-commerce conversion rate used in GA4, Adobe Analytics and Shopify reporting to judge how effectively traffic turns into orders.

The percentage of visits or sessions that result in at least one completed order. This KPI measures how effectively site traffic converts into purchases and is a core indicator of ecommerce funnel performance.

Order conversion rate (visitor) measures the percentage of unique visitors who place at least one order during the selected reporting period. It is a core e-commerce KPI for evaluating how effectively traffic is converted into purchasing customers at the visitor level rather than the session level.

Indicates the number purchases or transactions successfully completed an individual customer or all customers during a selected time period.

Pages per session measures the average number of pages visited during a single, continuous visit to a website.

Payment Failure Rate is the share of payment attempts submitted at checkout that are declined by the issuer or acquirer, or that error out in the gateway, before an order is confirmed. It isolates payment-layer revenue loss from the rest of checkout abandonment, so the business can separate friction it can fix in the form from declines it must fix with routing, retries or additional payment methods.

Share of buy-online-pickup-in-store (BOPIS) and curbside orders placed in a period that the customer actually collects within the store's hold window, stitched from the online purchase (fulfillment method = pickup) to the store handoff record on the order ID. It is the primary health signal of the click-and-collect promise: every point below target is booked revenue turning into auto-cancellations, refunds and stranded store inventory, and the gap decomposes cleanly into customer no-shows versus retailer-side pick failures.

Product Detail View Rate is the percentage of all sessions that reach at least one product detail page (PDP), showing how well search, navigation, listing pages and landing pages move shoppers from browsing to looking at a specific product. It measures only whether shoppers reach the PDP, not whether they add the product to cart afterwards, which Add to Cart Rate and Item View to Cart Rate measure.

Product List Click-Through Rate is the share of product list views (category pages, search results, recommendation carousels, cross-sell modules) that produce a click on a product, measured as select_item events divided by view_item_list events and broken down by item_list_id and item_list_name. It is event-based and differs from GA4's built-in Item-list click-through rate, which is user-based (users who selected an item from a list divided by users who viewed that list), so the two numbers will not reconcile. It shows how well each list's ranking, product mix and tile content turn browsing into product-detail visits, which makes it the main health signal for merchandising and discovery surfaces before add-to-cart and purchase.

Share of product list views (category, collection, search and recommendation lists) that end in a purchase of an item selected from that list. Ranks listings by what they sell, not by clicks.

Internal promotion click-through rate is the share of viewable on-site internal promotion impressions (hero banners, carousels, category tiles, PDP and cart cross-sell slots) that a shopper clicks, measured as select_promotion over view_promotion for each promotion_id, creative_slot and location_id. It covers only promotions the retailer serves on its own storefront, not paid-media, email, affiliate or marketplace ad CTR, so Merchandising can judge which placements and creatives earn attention before downstream conversion is considered.

Purchase Conversion Rate is the share of eligible website and app sessions that contain at least one completed purchase, after bot, internal and test traffic has been removed from both sides of the ratio. It is the headline measure of how effectively acquired traffic, merchandising, pricing and checkout turn visits into orders, and the baseline against which channel, device, release and experiment performance is judged.