E-commerce tracking: how to measure what really matters for your business?

In the world of e-commerce, data is everywhere. Conversion rate, customer acquisition cost, average basket, abandonment rate... But faced with this mass of information, many entrepreneurs feel lost: What metrics should you really follow to manage your business?
In 2025, the key is not to measure everything, but to focus on what directly impacts the growth and profitability of your business.

Why is tracking essential in e-commerce?

Tracking your e-commerce data is not only used to “see numbers”, but to:

• Identify the most effective growth drivers,
• Optimize your marketing budget,
• Improving the user experience,
• Anticipate cash flow problems.

In plain language -> Without tracking, you're browsing blindly.

The e-commerce metrics that really matter

1. The conversion rate

It is the proportion of visitors who make a purchase.

• If your site attracts traffic but doesn't convert much, the problem is UX, offer, or trust.
• Objective: optimize your sales funnel to transform each visitor into a customer.

2. Customer acquisition cost (CAC)

How much does a new customer cost you?

• If your CAC is too high compared to customer lifetime value (LTV), your business is not profitable.
• Essential follow-up if you invest in advertising (Meta Ads, Google Ads, TikTok Ads).

3. Customer lifetime value (LTV)

A loyal customer is worth more than just a sale.

• Measure the duration and frequency of purchase allows you to know how much you can invest to acquire a new one.

4. The average basket

Key indicator to know if you are maximizing the value of each order.
-> Strategies to increase it: upsell, cross-sell, packs, free shipping over a threshold.

5. The cart abandonment rate

On average, over 70% of carts are abandoned.

• Measuring this rate and setting up email or SMS reminders can transform a loss into concrete turnover.

6. Net margin and cash flow

E-commerce can make money... but remain financially fragile.
-> Follow your net margin And your cash flow in real time is vital to ensure the sustainability of your business.

How to properly monitor these indicators?

1. Centralize data

Avoid juggling 10 different tools. Connecting your platforms (Shopify, WooCommerce, Stripe, etc.) to a centralized cockpit is a Game Changer.

2. Automate reporting

Don't waste hours compiling your numbers manually. No-code integrations (Zapier, Make) allow you to create dashboards that are updated continuously.

3. Focus on the essentials

-> It is better to follow 5 really strategic indicators than 30 KPIs that blur the vision.

The golden bridge: Klark as a cockpit for e-retailers

If you run an online store, you know that Financial and business figures must dialogue.
That is exactly what allows Klark :

• 🔗 Connecting your bank accounts and payment platforms (Stripe, PayPal, Shopify Payments...),
• 📊 Clear dashboards to monitor your cash flow and e-commerce income,
• 🧾 Integrated tools for quotes, invoices, contracts and reminders,
• 🎁 Exclusive perks to access more than 400 SaaS (CRM, advertising, analytics) at a reduced price.

-> Clearly, Klark does not replace Google Analytics or your e-commerce back office, but becomes the cockpit that gives you a 360° vision of your business and your cash flow.

Conclusion

The E-commerce tracking is not about accumulating data, but about identifying indicators that have a real impact on your growth : conversion, CAC, LTV, average basket, margin and cash flow.
With the right tools — and in particular a cockpit like Klark to link finance and business — you are moving from well-managed to enlightened management.

-> And it is this clarity that makes it possible to transform your e-commerce into a sustainable and profitable business.

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