Start here: what these KPIs are for
Ecommerce KPIs connect website behavior, checkout performance, repeat purchases, returns, and revenue.
Use these pages when you need to explain a KPI to a beginner, build it in Excel, validate the inputs, or recreate the same logic in Power BI. Each page includes a plain-English definition, real-life example, Excel formula, DAX measure, interpretation notes, and common mistakes.
Ecommerce KPI list
Add-to-Cart Rate
Add-to-Cart Events / Product Page Views
🛒Average Order Value
Revenue / Number of Orders
🛒Cart Abandonment Rate
Abandoned Carts / Started Checkouts
🛒Checkout Completion Rate
Completed Checkouts / Started Checkouts
🛒Customer Repeat Revenue Share
Revenue from Repeat Customers / Total Revenue
🛒Discount Rate
Discount Amount / Gross Sales
🛒Product Conversion Rate
Product Purchases / Product Page Views
🛒Refund Rate
Refunded Orders / Total Orders
🛒Repeat Purchase Rate
Repeat Customers / Total Customers
🛒Return Rate
Returned Items / Sold Items
🛒Revenue per Visitor
Revenue / Website Visitors
🛒Shipping Cost Ratio
Shipping Cost / Revenue
How to use these KPI formulas
- Pick one KPI and confirm the business definition.
- Add the inputs to a clean Excel table, one row per period or segment.
- Paste the formula from the KPI page and format the result correctly.
- Add a target or benchmark column so the number has context.
- Link related KPIs together instead of judging one metric alone.