Retail Metrics

Abandoned Checkout Rate measures the share of checkout sessions that begin but do not end in a completed order. It focuses on the checkout funnel only, not the cart. You use it to understand friction after a shopper clicks “Checkout,” including issues with shipping choices, payment, taxes, and form friction. A high rate points to lost revenue and poor user experience during the last steps before purchase.

Abandoned Checkouts is an e-commerce metric that measures the total value of orders that reached the checkout stage but were never completed, calculated before shipping and taxes. Tracking Abandoned Checkouts helps online businesses quantify lost revenue and identify friction points in the checkout process — such as unexpected costs, limited payment options, or a complicated form flow — that prevent customers from completing their purchases.

Add-to-Cart Rate measures the share of sessions in which at least one product is added to a shopping cart. It shows how effectively your product pages and browse experiences move visitors toward purchase intent. Track it to spot friction on product detail pages, evaluate merchandising and offers, and compare buyer intent across channels, devices, and audiences.

Average Basket Size (ABS) is an ecommerce metric that measures the average number of items purchased per transaction. It is calculated by dividing the total number of units sold by the total number of transactions over a given period. ABS helps businesses understand whether customers are buying more or fewer items each time they place an order. Average Basket Size is also a key input for calculating Average Order Value (AOV) when combined with Average Selling Price (ASP), helping teams distinguish whether revenue changes are driven by quantity, pricing, or both.

Average Order Value (AOV) measures the average amount of revenue generated per order over a defined period of time. It is calculated by dividing total revenue by the total number of orders placed during that period. AOV can be tracked over any time frame—daily, weekly, monthly, or over the lifetime of an e-commerce business—and is a key indicator of purchasing behaviour.

Average Purchase Frequency is the average number of times a customer makes a purchase within a defined period. It measures how often customers return to buy, helping businesses understand purchase patterns, inform loyalty strategy, and improve customer lifetime value.

Average Revenue Per Paying User (ARPPU) is a key performance indicator (KPI) that measures the average revenue generated from each user who has made at least one purchase within a specific time period. Unlike Average Revenue Per User (ARPU), which includes all users (both paying and non-paying), ARPPU focuses specifically on the paying customer base. This metric provides a crucial insight into the value of a business's paying customers and their spending behaviour. It is especially useful for subscription-based models, e-commerce, mobile apps, and other businesses where a distinction exists between free users and those who generate revenue. By tracking ARPPU, a company can better understand its monetization efficiency and the effectiveness of its pricing strategies.

Backorder rate is the percentage of customer orders that cannot be fulfilled immediately because the requested item is out of stock but expected to be available. It measures how well inventory keeps pace with demand and signals gaps in forecasting, replenishment, or supplier reliability.

Cart Abandonment Rate is the percentage of shopping sessions in which a visitor adds at least one item to a cart but leaves without completing a purchase. It quantifies mid-funnel friction and helps you pinpoint checkout blockers, pricing or shipping concerns, and gaps in product detail clarity. Track it over time and by segment to understand where intent stalls and which fixes move the needle.

The Cash Conversion Cycle, also knows as Cash-to-Cash Cycle Time, is the time between when a business pays its suppliers and when the business receives payment from its customers, usually expressed in days. Keeping active tabs on your Cash Conversion Cycle will aid you in monitoring your finances as cash flows in and out of your business.

Charges represent the total amount of customer payments processed through your payment gateway, net of refunds, disputes, and reversals. Depending on the payment platform, Charges may be reported before or after processing fees; in analytics and finance contexts, this metric is often aligned with net charges collected rather than gross payment volume. Charges reflect the actual value of customer payments successfully processed and retained through a payment system.

The Cost Of Goods Sold (COGS) is the measure of direct costs incurred by a company to manufacture or deliver their product or service. Costs typically include raw material and direct labour, but this varies from business to business, depending on the products or services that are being sold. COGS is the building block to understanding Gross Margin and Gross Margin Percent.