KPIs

Specialisation of Product List Click-Through Rate for recommendation modules: share of viewable module impressions (homepage, PDP, cart) with a recommended-item click. Shows how relevant each placement is.

Share of item revenue from purchased products the shopper selected in an on-site recommendation module. Also known as Recommendation Revenue Share; shows how much sales depend on recommendations.

Measures refunded merchandise value as a percentage of gross merchandise value for matured order cohorts. Both amounts exclude shipping and tax and use the original order currency.

Measures the percentage of eligible direct-channel bookings made by identified customers with an earlier eligible booking in the preceding 24 months. It quantifies returning-customer demand.

Share of return lines closed in the period that were resolved by an exchange for another size, colour or item instead of a refund. Higher values mean more returned revenue stays with the business.

Share of delivered orders with at least one return request started within the return window. Counted at initiation, before the item is received, so it leads Return Rate by the transit and inspection lag.

Purchase revenue attributed to paid media channels and campaigns divided by the media cost incurred to generate it over the same period, expressed as revenue returned per unit of currency spent (e.g. 4.2 = 4.20 in revenue per 1.00 of spend). It is the primary efficiency lens for allocating and pacing paid search, paid social, shopping and display budgets, and it is only comparable across channels when revenue is attributed under one model and lookback window and cost is normalised to the same currency and date basis.

Share of shipments dispatched in the period that the carrier sent back to the seller undelivered, after failed attempts or refusal. Each RTO costs forward and reverse freight with no sale.

Revenue measures the total income generated from sales of goods or services. It is a key indicator of business success and financial health.

Revenue per visit measures the average revenue generated each time a user visits the website. It is crucial for understanding the effectiveness of the website in converting visits into revenue.

The total monetary value of all completed sales transactions within a specified period. This KPI measures the revenue generated from sales activities.

Percentage of unique on-site searches after which the visitor leaves the site straight from the search results page. High values point to irrelevant results, weak ranking or a poor results layout.

Measures the percentage of eligible travel-search sessions that produce a confirmed booking later in the same governed session. It shows how effectively search demand converts.

E-commerce specialisation of Search Conversion Rate (the Travel variant is Search-to-Booking Conversion Rate): the percentage of sessions with at least one site search that go on to complete a purchase later in the same session. It shows how well on-site search relevance, result ranking and merchandising rules turn stated shopping intent into orders, and is read against overall session conversion to size the commercial value of search.

Share of help-center sessions not followed by a support contact (form, chat or click-to-call) within 24 hours. The standard deflection measure for help-center content.

A session represents a group of user interactions with a website that take place within a given time frame. It is essential for understanding user behavior and engagement.

Ship-to-Store Rate is the percentage of all orders placed in a period for which the customer chose store pickup and the merchandise was sourced from a distribution centre, fulfilment centre or another store and transferred to the pickup store. It differs from BOPIS, which picks from the pickup store's own on-hand stock, and tells omnichannel, supply chain and store operations leaders how much online demand relies on the store network as a free last-mile node instead of home delivery or local inventory.

Measures the percentage of shipments delivered on or before the scheduled delivery date. It reflects the efficiency and reliability of the logistics operations.

Sign Up Conversion Rate is the percentage of users who start the account registration form and go on to complete it, creating a customer account. It isolates the efficiency of the sign-up flow itself, showing how much form friction, field count, verification steps and social-login options cost the store in registered customers.

Sign Up Rate measures the percentage of eligible visitors or sessions that create an account. It indicates how effectively acquisition, onboarding, and value messaging convert anonymous users into known users.

Share of total purchase revenue earned in sessions with at least one on-site product search. Sizes how much of the business depends on search.

Percentage of all sessions with at least one on-site product search. Shows how much shoppers rely on search rather than category navigation to find products.

Split Shipment Rate is the share of shipped orders that reached the customer in two or more separate shipments, measured from order management shipment records and joined to the GA4 purchase transaction_id so it can be cut by the channel, device and campaign that produced the order. It shows how fragmented fulfillment is across nodes, backorders and drop-ship vendors, which drives parcel cost per order, delivery-promise accuracy and 'where is my order' contact volume.

Measures the percentage of qualified streaming playback attempts that render the requested content within the defined startup time limit without a fatal playback error. It indicates the reliability of the end-to-end playback experience across applications, devices, content formats, delivery networks, and digital rights management services.