Ecommerce Analytics: 10 Metrics Every Vendor Should Track
A practical analytics dashboard for vendors covering revenue, conversion, AOV, refund rate, affiliate contribution, CAC, and funnel performance.
Revenue needs context
Revenue is important, but it does not explain why the business is growing or shrinking. Pair revenue with traffic, conversion rate, average order value, refunds, and acquisition costs.
A revenue increase caused by unsustainably expensive traffic is very different from growth created by better conversion.
Track conversion by segment
Overall conversion rate can hide important differences. Break performance down by device, traffic source, affiliate, campaign, geography, landing page, and offer variation.
Segmented data helps you find specific opportunities instead of making broad changes.
Monitor refund and chargeback rates
A funnel can look profitable at the point of sale and deteriorate later if customers refund or dispute purchases. Track net revenue, not only gross sales.
Investigate unusual patterns by product, affiliate, campaign, and payment method.
Measure affiliate contribution
Track affiliate-driven revenue, conversion, average order value, refund rate, and margin after commission. This shows which partnerships create durable value.
Use consistent attribution rules when comparing partners.
Key takeaways
- Never evaluate revenue in isolation.
- Segment conversion data by source and device.
- Track net revenue after refunds.
- Measure affiliates on contribution, not only gross sales.
Mars-Cart is being built around the same performance-commerce principles discussed throughout this guide: clear offer economics, useful affiliate distribution, conversion-focused checkout, and reporting that helps teams understand what is working.
