Browse KPI formulas
Each page includes a business formula, Excel formula, example table, and reporting tips.
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Average Order Value
Revenue / Number of Orders
📊Cart Abandonment Rate
Abandoned Carts / Started Checkouts
📊Repeat Purchase Rate
Repeat Customers / Total Customers
📊Refund Rate
Refunded Orders / Total Orders
📊Return Rate
Returned Items / Sold Items
📊Product Conversion Rate
Product Purchases / Product Page Views
📊Revenue per Visitor
Revenue / Website Visitors
📊Add-to-Cart Rate
Add-to-Cart Events / Product Page Views
📊Checkout Completion Rate
Completed Checkouts / Started Checkouts
📊Customer Repeat Revenue Share
Revenue from Repeat Customers / Total Revenue
📊Shipping Cost Ratio
Shipping Cost / Revenue
📊Discount Rate
Discount Amount / Gross Sales