E-commerce KPI Scorecard Playbook

Core commerce

Traffic

• Site sessions

Conversion

• Conversion rate - % of sessions that purchase

Order economics

• Average order value (AOV) - revenue per order

Revenue identity

• Revenue - sessions x conversion x AOV

Digital marketing

Efficiency

• Paid ROAS - revenue from paid ads / ad spend
• Blended ROAS - total revenue / total paid spend

Unit economics

• CAC - customer acquisition cost vs LTV multiple

Feed quality

• Feed health score - 0 to 100 for product data quality

Retention and LTV

Repeat behavior

• Repeat purchase rate - % of customers with 2+ orders

Email contribution

• Email revenue share - % of revenue from email
• Unsubscribe rate - % of list unsubscribing per send

Payback

• LTV and payback period - months to recover CAC

Cadence - weekly

Weekly business review

• Traffic
• Conversion
• AOV
• Approval rate
• Chargebacks
• On-time ship %
• WISMO per 1k

Payments and risk

Payments

• Approval rate - % of attempted payments approved

Disputes

• Chargeback rate - % of orders that become chargebacks

Fraud

• Fraud rate - % of orders flagged or rejected for risk

Refunds

• Refund rate - % of orders refunded

Operations and CX

Fulfillment reliability

• On-time ship % - orders shipped on or before promise date

Speed

• Average ship time - order to label time in hours

Support load

• WISMO per 1k orders - Where Is My Order contacts per 1,000

Returns

• Return rate - % of orders returned

Marketplace

Visibility

• Buy Box share - % of eligible detail page wins

Quality

• Order Defect Rate (ODR) - Amazon ODR %

SLA

• Late shipment rate - % of orders shipped late

Volume

• GMV - gross merchandise value

Cadence - monthly and owners

Monthly review

• ROAS
• CAC
• Repeat rate
• Returns
• Marketplace health

Owners

• Marketing
• Marketplace
• Operations
• Risk
• CX
• Analytics