27 Metrics for E-commerce Store Comprehensive Tracking

Are you running ads on various platforms but uncertain about their performance? Perhaps you’re not tracking the right metrics.

This article analyses the critical metrics of top advertising platforms like Google, Meta, Pinterest, and YouTube. It helps you measure, compare, and evaluate your campaigns to achieve your desired advertising ROI. Start exploring now!

The importance of monitoring advertising metrics

Monitoring advertising metrics enables the evaluation of campaign effectiveness and optimization of ad cost. 

By closely analyzing key metrics, such as click-through rates, conversion rates, and demographic data, businesses can refine targeting strategies and invest more in high-performing campaigns or channels, ultimately maximizing return on investment (ROI). 

Continuous monitoring allows businesses to stay updated, adapting to market changes and identifying shifts in consumer behavior or trends. 

Google advertising metrics

1. Bounce rate

This metric measures the percentage of website visitors who leave the site after viewing only one page without interacting or taking further actions.

Bounce rate

A high bounce rate indicates that visitors did not find the content engaging or relevant, prompting them to leave the site without further exploration. 

However, it’s important to consider the context and the type of website. For instance, certain landing pages or informational sites may have higher bounce rates. This might be acceptable if the visitor did not find the needed information on that single-page.

2. Impressions

This metric refers to the number of times an ad is displayed on a user’s screen.


However, impressions do not indicate that a user viewed your ad; it simply means it was displayed.

3. Cost-per-thousand impressions (CPM)

This metric measures the cost an advertiser pays for one thousand impressions of their ad.

 Cost-per-thousand impressions (CPM)

CPM is often favored when the primary objective is to increase brand awareness and reach a large audience. Advertisers pay for ad views rather than clicks or actions.

4. Cost-per-click (CPC)

This metric measures the cost an advertiser pays for each click on their ad. 


High CPC values often indicate strong competition for ad placements.

5. Cost-per-acquisition (CPA)

This metric measures the cost incurred for each desired conversion. A conversion can be any predefined action that the advertiser considers valuable, such as a purchase, form submission, or sign-up.


6. Lifetime value (LTV or CLV)

This metric measures the predicted net profit a business expects to earn from a customer over the entire duration of their relationship.

Lifetime value (LTV or CLV)

Businesses with high LTV often focus on customer retention and loyalty as they anticipate continued revenue from these customers. If LTV is low, you need to acquire new customers to compensate for each customer’s lower lifetime value.

7. Return on ad spend (ROAS)

This metric measures the revenue generated for every dollar spent on advertising.

Return on ad spend

ROAS is a valuable metric for advertisers to assess the efficiency and profitability of their advertising efforts. It guides strategic decision-making by helping businesses identify high-performing campaigns and optimize ad spending for maximum returns.

Meta advertising metrics

8. Reach

This metric shows the combined number of users who viewed your ads on Meta, including paid and organic views.

9. Impressions

This metric measures the number of times your posts were seen. When a user views your posts multiple times, Facebook counts each instance as an impression.

10. Engagement

Engagement measures the user’s actions on your ad posts. These actions include clicking on the link, sharing the post, commenting, or reacting.

By measuring engagement, you can understand how your target audience responds to your posts, which content they like, and which they ignore.

11. Click-through-rate (CTR)

CTR represents the percentage of people who view and click on your ad to reach the post-click landing page.

Click-through-rate (CTR)

If you have a low CTR but a high ad reach and impressions, it means users are seeing your ad but not clicking on it. When your ad impressions are high but the CTR is low, it indicates that your target audience does not find your ad relevant. This negatively affects your ad relevance score.

12. Cost-per-action (CPA)

This metric measures expenses based on user actions such as app downloads or free trial sign-ups. 

Cost-per-action (CPA)

By assessing CPA, you can identify the ads that generate a higher CPA and create similar ones to boost your Meta advertising return on investment (ROI).

13. Ad frequency

This metric evaluates the number of times your target audience views an ad. 

Ad frequency

Monitoring ad frequency prevents repetitive ad exposure to the same individuals. A moderate ad frequency reinforces your message, but excessively high frequencies lead to ad fatigue, reducing ad effectiveness.

YouTube advertising metrics

14. Cost-per-view (CPV)

CPV measures the amount you spend each time a user interacts with your YouTube ad or views it for at least 30 seconds (or the entire duration if it’s shorter than 30 seconds). 


15. Impressions Click-Through Rate

Impressions click-through rate measures how well your video attracts viewers when they come across it on their homepage, recommendation section, or trending section.

A high click-through rate indicates that your video’s title is engaging and its topic resonates with a large audience on YouTube. However, if viewers leave your video shortly after starting it, your content needs more appeal.

16. Watch time

This metric refers to the total minutes viewers spend watching your videos. 

Watch time is crucial because YouTube’s algorithm assumes a higher watch time indicates an engaging video. As a result, videos and channels with higher watch times are given priority in search results and recommendations. 

Watch time

Additionally, you can rank your videos by watch time and group them by themes, styles, and lengths to identify your most engaging types of videos.

17. Re-watches

This metric refers to the number of times viewers re-watch specific parts of your video.

If many people repeatedly watch a particular section of your video, it indicates their interest in the discussed topic.

18. Average percentage viewed

This metric measures the percentage of each video that the average viewer watches. It shows how well your video can keep viewers engaged throughout.

When YouTube recognizes that your videos are captivating, it rewards you with higher rankings in search results and recommendations.

19. Audience retention

Audience retention measures the percentage of viewers who watch and engage with your videos.  

Audience retention

YouTube boosts videos with high audience retention in search rankings and suggestions as they effectively captivate viewers. 

Monitoring engagement dips while watching your video helps pinpoint elements that might bore your audience, enabling you to remove them in current and future videos.

20. Earned actions

This metric refers to any action a user takes after viewing your ad. This includes subscriptions, likes, and additional views.

The more actions you receive, the greater the interest and engagement users have with your ad content and, in turn, your brand.

Pinterest advertising metrics

21. Engagement

On Pinterest, engagement metrics are measured by link clicks, comments, closeups, saves, and impressions. These metrics provide valuable insights on pins that drive audience engagement and action.  

Clicks, comments, closeups, and saves on Pinterest provide unique insights at different stages of a pinner’s journey. Comments and closeups reveal favored content, while clicks and saves are key indicators of conversion-related engagement.

22. Impressions

This metric shows the number of times your content is displayed. This includes appearances in a user’s feed, search results, or a different category feed. 

It helps you understand your audience interests, analyze your content patterns and keywords that generate the most impressions.

23. Outbound clicks (or Link Clicks)

The number of pin clicks that redirect users outside Pinterest (such as to your website or blog).

24. Pin clicks (or Closeups)

This metric measures the number of times a Pinterest user clicks or taps on the pins to take a closer look at them.

Pin clicks can include:

  • Take a closer look at a static Pin (for example, zooming in on a recipe).
  • Click on a call-to-action button that directs to an external link (like the ‘Read it’ button leading to a related blog post).
  • Purchase within the platform (an opportunity worth exploring, as Pinterest is an excellent avenue for social commerce).

25. Top pins

This metric provides valuable insights into your best-performing content over time. 

If you had a highly successful campaign that resonated with your audience a year ago, you could revisit it to see the actions taken on that content. This information can help shape the strategy for your next campaign.

Depending on your goals, you can sort your top pins based on impressions, engagements, pin clicks, outbound clicks, or saves.

26. Saves

This metric represents the number of times people save your pins to their boards. 

Pinterest’s algorithm prioritizes saved content, displaying it to users with similar interests. Having more saves results in better visibility, a growing engaged audience, and more popular pins across various boards.

27. Page visit

This metric measures the number of visits to your website from Pinterest. It’s ideal for those who connect their website conversions to their Pinterest performance.


Advertisers should track a range of advertising metrics to gauge the success of their ad campaign. By applying the vital metrics discussed in this article, advertisers gain the strategic insights needed to make informed decisions, refine their strategies, and succeed in a dynamic and competitive market.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.