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E-commerce Analytics terms
Conversion, carts, marketplaces and the online sales numbers.
Average order value (AOV) The average amount spent each time a customer places an order, revenue divided by number of orders. Cart abandonment rate The share of shopping carts that are created but never converted into a completed purchase. Conversion rate The proportion of sessions, users, or clicks that complete a defined goal, such as a purchase or signup. Customer acquisition cost The average total sales and marketing spend required to acquire one new paying customer. Funnel analysis A method for tracking how users move through an ordered sequence of steps toward a goal, and where they drop off. Gross merchandise value (GMV) The total value of goods sold through a platform over a period, before fees, discounts, and returns are deducted. In-app purchase (IAP) A purchase of digital content, currency, or a subscription made from within a mobile app. Market basket analysis Finding which products are frequently bought together, to inform bundling, placement, and recommendations. Price elasticity How much the quantity demanded of a product changes in response to a change in its price. Product affinity A measure of how strongly two or more products relate to each other in customer interest or purchase behavior. Repeat purchase rate The share of customers who buy more than once within a given period, a core signal of loyalty. Return on ad spend A ratio of revenue earned for every unit of currency spent on advertising.