E-Commerce 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.

Active Users in GA4 represents the number of distinct users who engaged with your website or app during a specified time period. A user is considered "active" when they trigger an engagement session, which occurs when they stay on your site for 10 seconds or longer, have a conversion event, or have 2 or more page or screen views. This metric provides a foundational understanding of your audience size and engagement levels, replacing the traditional "Users" metric from Universal Analytics with a more engagement-focused approach. Unlike simple visitor counts, Active Users emphasises meaningful interaction with your content, filtering out users who immediately bounce or show no genuine interest in your site. This makes it a more reliable indicator of your actual engaged audience size.

Ad Conversion Rate is the percentage of users who complete a defined action after clicking an advertisement. A conversion can be a purchase, sign?up, lead form, install, subscription, or any event that signals value to your business. CVR shows how effectively an ad turns click traffic into outcomes, not just visits.

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 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 revenue is a key business metric that quantifies the average value of each sales transaction over a specific period. It is a fundamental indicator of how much customers are spending per order. This metric is calculated by dividing the total revenue from all purchases by the total number of transactions. It offers valuable insights for business leaders, helping them assess customer spending behaviour, evaluate pricing and promotional strategies, and understand the overall financial health of their e-commerce operations. By tracking this metric, businesses can make data-driven decisions to optimize their revenue per customer.

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.

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.

Conversions represent the total number of meaningful actions (conversion events) that users take on your website or application during a specific time period. These are meaningful interactions that align with your business objectives—such as purchases, sign-ups, or requests for consultation—and indicate that a visitor has moved from passive browsing to active engagement with your brand. Think of conversions as the digital equivalent of a customer walking into your physical store and taking a desired action—whether that's making a purchase, signing up for information, or requesting a consultation.