BigCommerce Analytics: The Metrics Every Store Owner Should Track

Sessions and users. The basic volume of visits and visitors.

Traffic by source. Organic search, paid ads, email, social, direct, and referrals. Compare each source by conversion rate and revenue, not only by visits.

Landing pages. Shows which pages bring people in. Pages with many visits and low conversion are good targets for improvement.

Bounce rate and engagement. Show whether visitors find what they expected. Interpret them with care, since a high bounce rate on a blog post is normal, while on a product page it may signal a problem.

Organic search performance. Use Search Console to track impressions, clicks, average position, and click-through rate for important queries.

Customer Metrics

Growth gets cheaper when existing customers return. These metrics show how well you keep them.

New versus returning customers. A healthy store grows both groups.

Repeat purchase rate. The percentage of customers who buy more than once.

Customer lifetime value (CLV). The total revenue a customer brings over time. It helps you decide how much you can spend to acquire one.

Customer acquisition cost (CAC). Marketing spend divided by the number of new customers. Compare it with CLV. If acquiring a customer costs more than they are worth, the model needs work.

Churn and time between orders. Show how long customers take to return, which helps you time email and retention campaigns.

Product and Catalog Metrics

Top-selling products. Know which items drive revenue and which only drive volume.

Product views to purchase ratio. Products with many views and few sales may have price, image, or content problems.

Stock and sell-through. Track how fast items sell and which ones sit in the warehouse.

Return rate by product. High returns often point to unclear sizing, wrong photos, or quality issues.

Search terms on site. Shows what shoppers look for. Terms that return no results reveal missing products or poor tagging.

Marketing Metrics

Return on ad spend (ROAS). Revenue from ads divided by ad spend. Pair it with margin, since a high ROAS on a low-margin product may still lose money.

Cost per acquisition. What you pay for each sale from a channel.

Email and SMS revenue. Track revenue from campaigns and automated flows, such as abandoned cart emails and welcome series.

Coupon usage. Shows whether discounts drive profitable orders or only reduce margin.

Operational Metrics