OPEN TOOLKIT – FREE RESOURCE

eCommerce performance metrics, built for clarity

Monitor profitability, debug your funnel, and align your teams, with a curated KPI library designed to drive real P&L impact
  • Use standardized formulas to align your agencies and internal teams
  • Shift the conversation from “Traffic” to “Gross Margin,” “EBITDA,” and “Customer Lifetime Value”
  • Identify exactly where you are losing revenue, from SEO load times to checkout abandonment
  • Defend your roadmap with precise data on acquisition costs (CAC) and conversion performance

CREATED BY

Amaury Chardon Founder of New-Commerce.com The digital transformation agency
Format: Editable MS Excel (.xlsx) • English
THE CHALLENGE

Most eCommerce teams are drowning in data, yet starving for insights

You have Analytics, a CRM, and ad platforms. But when the Board asks, “Why is profitability down despite traffic being up?”, do you have the answer? Without a structured measurement framework, you aren’t managing a business, you’re just reporting news. This toolkit helps you filter the noise and focus on the metrics that actually move the needle.

What’s inside

A complete eCommerce performance metrics system

The Executive View (P&L)

Speak the language of finance. The toolkit includes a dedicated Executive layer to track Revenue, Gross Margin, OPEX, and EBITDA. Stop reporting on clicks; start reporting on profitability and contribution margin.

The Acquisition Engine

Debug your traffic sources with precision. Whether it’s SEO (Crawl errors, Load time), SEA (Quality Score, Impression Share), or Email (Open rates, Hard bounce rates). Get the granular KPIs you need to challenge your agencies and optimize your media spend.

The Conversion Funnel

Fix the leaks in your user journey. Analyze the Product Experience and Funnel performance by tracking Add to Cart rates, Cart Abandonment, and specific Checkout Steps. Identify exactly where you are losing customers before they pay.

How it works

From download to insight in 15 minutes

  • Download the editable Excel file (.xlsx)
  • Select the tabs relevant to your current maturity (Executive, Funnel, SEO, etc.)
  • Use the “Definition” and “Formula” columns to align your team on how to calculate each metric
  • Build your dashboard and start reporting with authority
WHO THIS IS FOR

Built for digital leaders who need to rationalize their data.

  • eCommerce Directors needing a clear P&L view to present to the C-Suite
  • CDOs looking to standardize reporting across multiple business units or regions
  • Traffic Managers wanting to audit their agency’s performance on SEO and SEA
  • Product Owners needing to measure feature usage and UX friction points

Common questions

Yes. This is a strategic framework, not a technical implementation guide. It tells you what to track and why. You can then map these definitions to any analytics tool you use.

It is an editable Microsoft Excel (.xlsx) file, organized by tabs (Executive, Funnel, SEO, SEA, Email, Customer, Product).

Yes. While some metrics like “Cart Abandonment” are B2C specific, the Executive, SEO, SEA, and Customer Retention tabs are perfectly applicable to B2B models.

Stop guessing. Start measuring

This isn’t just a spreadsheet. It is the blueprint for a data-driven eCommerce organization

Download the eCommerce KPI list