Build, Measure, Grow: 13 Critical Daily eCommerce Metrics that Founders Must Track
Stay ahead of the curve by tracking the right KPIs across sales, marketing, customers, inventory, and finance—daily
If you’re building an eCommerce brand, great products and a sleek website aren’t enough anymore. To truly grow, you need a daily pulse on your numbers. The right metrics—tracked consistently—give you the visibility to fix problems fast, double down on what’s working, and make smarter decisions that push your business forward. Whether it’s spotting a sales dip, tweaking ad spend, or improving customer retention, data-driven founders always stay a step ahead.
Here’s a breakdown of key daily metrics across five essential areas: Sales & Revenue, Customer Insights, Marketing Performance, Inventory & Operations, and Finance. For each, you’ll learn what to measure, why it matters, and how to calculate it.
Sales & Revenue Metrics
1. Daily Sales
Daily sales is the total amount of revenue your store generates in a single day from all completed customer purchases. It gives you a direct and immediate sense of how your store is performing today. By tracking this metric daily, you can catch unusual dips or spikes that could be tied to campaign performance, seasonality, technical issues, or even broader market trends. For instance, a sudden drop in sales might signal a website bug or out-of-stock product, while a spike could indicate that a promotion is working well.
It’s simply the sum of all completed order values (net of returns/refunds) in the period. For example, if you made 20 sales worth $50 each in one day, total daily revenue is $1,000.
Total Sales = No. of Orders X Value of each Orders2. Average Order Value (AOV)
Average Order Value measures the average amount of money a customer spends each time they make a purchase from your store. A higher AOV means customers are buying more or higher-value products per transaction, which directly increases revenue without increasing customer acquisition costs. Tracking AOV daily helps you identify how promotions, upsells, or new product bundles are impacting customer spending behavior. You can check detailed strategies about AOV in the below blog.
8 Proven Strategies to Boost Average Order Value (AOV) for eCommerce Success
Improving profitability without increasing traffic—it sounds too good to be true, doesn’t it? For eCommerce businesses, though, it’s entirely possible. The answer lies in Average Order Value (AOV). A well-optimized AOV allows online retailers to maximize revenue from every transaction, generating higher returns from the same customer base.
AOV = Net Sales ÷ Number of Orders
(Where Net Sales = Gross Sales – Returns – Discounts – Refunds)3. Conversion Rate
Conversion rate is the percentage of your website visitors who complete a purchase. This is a critical measure of how effectively your website turns traffic into customers. If you're driving a lot of visitors but your conversion rate is low, it could mean there are issues with your user experience, product pages, or even pricing. Monitoring this daily lets you act fast if something goes wrong—like a broken checkout button or slow page load time.
Conversion Rate = (Total Orders ÷ Total Website Visitors) × 100Customer Insight Metrics
4. New vs. Returning Customers
This metric shows the balance between first-time buyers and repeat customers. High new customer numbers are great for growth, while a strong returning customer base signals loyalty and satisfaction. Daily tracking helps you understand how your acquisition campaigns are performing, and how well you're retaining those new customers with great service and post-purchase engagement.
New vs Returning Ratio = Total New Customers ÷ Total Returning Customers5. Customer Lifetime Value (CLV)
Customer Lifetime Value estimates the total revenue you can expect from an average customer throughout their relationship with your store. It’s a long-term metric, but checking CLV trends over time—even weekly or daily averages—helps you understand how valuable your customer base really is. It also tells you how much you can afford to spend on customer acquisition while still being profitable. Learn how to master CLV in this blog.
Mastering Customer Lifetime Value (CLV): The Secret to eCommerce Growth
As an eCommerce seller, you might be all too familiar with the age-old saying, “Keeping a customer is chen getting a new one”. But have you considered exactly how valuable a single customer can be for your business over the course of their lifetime? This is where Customer Lifetime Value (CLV) becomes relevant. It’s not simply a metric, it’s a game-chang…
CLV = Average Order Value × Purchase Frequency × Average Customer LifespanMarketing Performance Metrics
6. Traffic by Source
Traffic by source tells you where your visitors are coming from—organic search, paid ads, social media, email campaigns, or direct visits. By tracking this daily, you can see which marketing channels are bringing the most engaged visitors and where your ad spend is paying off. It also helps you shift focus quickly if one channel starts underperforming or another starts trending.
This metric is available via analytics platforms like Google Analytics or from FPD platform like Aixel instantly7. Return on Ad Spend (ROAS)
ROAS tells you how much revenue you’re earning for every dollar or rupee spent on advertising. It’s one of the most important performance marketing metrics because it helps you understand whether your campaigns are profitable. A high ROAS means you’re getting a strong return; a low ROAS means you may be wasting money on ineffective campaigns.
ROAS = Revenue Attributed to Ads ÷ Ad Spend8. Cost Per Acquisition (CPA)
Cost per acquisition represents the average cost to acquire a new paying customer through your marketing efforts. It reflects the efficiency of your marketing funnel. Monitoring CPA daily helps ensure you're not overspending to acquire customers, especially if it starts exceeding your customer lifetime value.
CPA = Total Ad Spend ÷ Number of New Customers AcquiredInventory & Operations Metrics
9. Inventory Levels
This refers to the quantity of each product or SKU you currently have in stock. Monitoring inventory levels daily helps you avoid stockouts, which can hurt your sales and customer satisfaction, or overstocking, which ties up your working capital. Keeping your bestsellers in stock and optimising low-performing SKUs is essential to maintaining cash flow and a smooth fulfilment process.
Check current stock numbers via your inventory management system or eCommerce platform dashboard10. Fulfilment Rate
Fulfilment rate shows how many of your orders were successfully processed and shipped within your promised timeframe. A high fulfillment rate means your operations are efficient and reliable. Tracking it daily ensures you catch fulfilment issues early—like warehouse delays, stock problems, or shipping bottlenecks.
Fulfilment Rate = (Orders Shipped ÷ Orders Received) × 10011. Return Rate
The return rate indicates the percentage of orders that customers send back. While some returns are normal in eCommerce, a high or rising return rate can point to issues like poor product descriptions, sizing inconsistencies, or low product quality. Keeping an eye on this metric daily allows you to spot and resolve customer dissatisfaction fast.
Return Rate = (Number of Returned Orders ÷ Total Orders) × 100Finance Metrics
12. Gross Profit
Gross profit is the amount of money left after subtracting the cost of goods sold (COGS) from your total revenue. It shows how much you’re actually making before operating expenses. Monitoring gross profit helps you understand the profitability of your pricing and product sourcing strategies.
Gross Profit = Total Revenue – Cost of Goods Sold13. Net Profit
Net profit is what’s left over after all expenses—marketing, salaries, fulfilment, software, and overhead—are deducted from your total revenue. This is your bottom line, and tracking it daily helps you make sure your business is actually profitable and sustainable.
Net Profit = Total Revenue – Total ExpensesBringing It All Together: Creating an Effective Dashboard
Tracking these metrics daily may sound like a lot of work, but the payoff is massive. You’ll catch issues before they spiral, spot opportunities while they’re still fresh, and grow your business with confidence.
At Aixel, we simplify this process by bringing all these metrics into one unified dashboard—giving you real-time visibility into your store’s performance across sales, marketing, customer behavior, inventory, and financial health.
When you can see everything clearly, you can act quickly—and that’s what builds a truly successful eCommerce business.