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Key Performance Indicators (KPI) for e-commerce websites

What are the most EFFECTIVE and ACTIONABLE KPIs for an e-commerce website?

  • Product page conversion rates
  • Site wide conversion rates
  • Campaign conversion rates
  • Visitors/day
  • Average value/sale
  • Revenue/day

All of these can effectively be tracked in Google Analytics – the only KPI mentioned above that may be a little tricky to discover is the conversion rate by product page. You can find this metric by located the specific page in the top content report, segmenting the page by source, and clicking the ecommerce tab. This report will give you the overall conversion rate for the page, and it will break down each referral's (campaigns) conversion rate.

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