Top 10 Shopify Metrics Every Shopify Store Owner Must Monitor for Growth

September 1, 2025
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A bold number “10” in the center with 10 floating metric icons (shopping cart, bar chart, pie chart, dollar sign, customer icon).

An effective Shopify store takes more than loading up products and sitting back while waiting for sales. Success is built on monitoring the correct data and making smart decisions. Merchants often overlook the power of metrics, focusing solely on sales and not performance data that actually drives growth.

If you own or manage a Shopify store, you must possess proper knowledge about your data. The raw data, i.e., the numbers provide great insights into the ups and downs of your business. Shopify already provides out of the box dashboards, but you must have an idea of the metrics which are of utmost importance.

This guide will take you through the top 10 Shopify metrics that every Shopify store owner needs to follow for growth. These metrics will help in improving performance as well as maximizing profitability. In case if you ever encounter any challenge, Shopify support and numerous analytics apps exist which can assist you in setting up in-depth tracking.

1. Sales Conversion Rate:

Your conversion rate is simply the percent of visitors purchasing from your Ecommerce store. Higher sales conversion rate means that you’re effectively communicating with new visitors, providing a simple and functional checkout process, and your pricing structure is capturing their interest.

For example, if your Shopify store is generating 10,000 visitors a month and only 200 sales, that’s a conversion rate of only 2%. If you want to improve this figure, you can use better product images, optimized product descriptions or trust badge apps, you’ll see an immediate increase in revenue.

Funnel-style infographic showing Shopify store monthly conversion with 10,000 visitors and 200 sales, representing people visiting the store compared to those completing a purchase.

The Shopify app store has plenty to offer for A/B testing, pop-ups and abandoned cart recovery. If you keep a close eye on these issues, you will likely see an increase in your conversion rates.

2. Average Order Value (AOV):

AOV shows how much, on average, a customer spends per transaction in your Shopify store. Increasing AOV means you are making more money without relying on new customer acquisition.

Diagram showing strategies to increase average order value in Shopify stores, including offering bundles, suggesting add-ons, and providing free shipping to convert customer visits into higher AOV.

Some of the strong strategies include:

  • Offering bundles or product packages.

 

  • Suggesting add-ons at checkout.

 

  • Providing free shipping thresholds.

However, keeping a track of your AOV is essential to ensure that you are generating the highest possible revenue from every customer visit.

3. Customer Acquisition Cost (CAC):

CAC represents the cost to gain a new customer in your Shopify store. If you are paying $50 in advertising but customers only purchase $30 worth of products, you are losing money.

CAC encompasses ad spend, influencer collaborations, SEO spend, and other marketing expenses. So, you should balance it against the revenue generated by your Shopify website.

A gradual decrease in CAC while focusing on increasing repeat customer value results in long-term growth.

Infographic illustrating how Shopify stores can balance customer acquisition cost and customer revenue, showing factors like high marketing expenses, decreasing CAC, low customer purchases, and increasing repeat value.

4. Customer Lifetime Value (CLV):

CLV is an estimate of the amount of money spent by a single customer over the course of their relationship with your Shopify online store. In case of a Shopify store, it’s not about the initial sale but about how long they remain.

Block diagram showing strategies to increase customer lifetime value in Shopify stores, including customer service, loyalty programs, personalized marketing, and overall CLV increase.

An increase in CLV involves:

  • Excellent customer service.

 

  • Loyalty programs.

 

  • Personalized email marketing

Shopify site owners who concentrate on CLV increase gradually because they are not continuously spending money on pursuing new customers.

5. Cart Abandonment Rate:

Nothing hurts more than the abandonment of a full cart. This metric indicates the number of customers who add products but do not follow through with purchases within your Shopify store.

Some of the usual causes are:

  • High shipping charges.

 

  • Difficulty in checkout procedure.

 

  • Lack of variants of payment options.
Infographic showing reasons for high cart abandonment in Shopify stores, including high shipping costs, difficult checkout process, and limited payment options, all leading to lost sales opportunities.

You can track cart abandonment rate and send reminder emails using Shopify’s built-in features. The solutions provided by the analytics apps can also help in recovering potentially lost sales through seamless integrations.

6. Repeat Customer Rate:

Infographic showing the cycle of customer loyalty enhancement in Shopify stores, including steps like monitoring repeat customer rate, implementing loyalty programs, launching new products, segment marketing, and providing comprehensive support.

Your repeat customer rate indicates how loyal your customers are. If everyone tends to buy once and never again, your Shopify store might require improved engagement techniques. You can encourage repeat purchases through:

  • Loyalty-based discounts.
  • Launching new products.
  • Customer-segmented marketing.

 

Comprehensive support systems such as, chatbots or prompt responses gains the trust of customers, which helps in customer retention.

7. Website Traffic & Sources:

As long as your website is not receiving incoming traffic, it is next to impossible to sell on your Shopify store. Traffic is the blood of every online business, but never ever forget that every traffic is not considered equal; some of them are useless while others are valuable. You will have users browsing with no intention to purchase and others being consistent buyers.

That is why it makes sense when deciding where to allocate your marketing budget to understand what type of traffic is truly effective for your Shopify online store.


By understanding what channels are bringing you the most interested and highly-converting traffic, you have a better idea of where you can invest more resources and make higher returns.

Illustration showing a signpost with two directions, one pointing to 'Focus on SEO' and the other to 'Focus on Ads' representing how businesses can allocate marketing budgets based on traffic sources.

For instance, if your traffic from organic sources is generating greater sales when compared to paid advertising sources, then it is a clear indicator that you are required to invest in the proper SEO of your website. Fortunately, Shopify Analytics and other analytics tools make it easier by providing extensive segmentation of traffic sources from where you can track and optimize performance with great ease.

8. Refund & Return Rate:

Refund and return can have a big influence on the average profitability of a Shopify store. As refund and return rates are greater, they are usually an indication of underlying problems such as low quality of products being sold, dishonest product information, or incorrect sizes that annoy customers.

Diagram titled "Reducing Refund Rates" with a central figure and concentric rings (green, yellow, orange). Three arrows point to the center: "Sizing Problems" (green, ruler icon, "accurate size charts"), "Product Quality Issues" (orange, question mark, "address defects"), and "Deceptive Descriptions" (yellow, magnifying glass, "honest information").

By closely monitoring these negative factors, Shopify site owners owners can identify recurring issues and take corrective action for resolving those in an effective way.

Analyzing return patterns helps in understanding where the gap lies whether in product design, manufacturing, or the way items are being represented online, and further helps in effective decion making for decreasing it.

Better listing, better description, and proper management of customer expectancy are the underlying features of reduced return rates. Properly designed Shopify storefront with accurate, concise, and truthful information ensures that customers receive just what they are anticipating and therefore reduces possibilities of return and enhances profitability in the long run.

9. Net Promoter Score (NPS):

NPS serves as an indicator of both customer satisfaction and referral potential for your Shopify online store. It often serves as a reliable indicator of your brand’s market position.

Satisfied customers not only return for their next purchase but also bring referrals. Incorporating surveys on your Shopify site assists in gathering these details. As a result, aligning NPS feedback with customer support efforts drive stronger loyalty and brand trust.

Diagram of four pillars supporting Net Promoter Score in Shopify stores, representing customer satisfaction, referral potential, market position, and loyalty and trust.

10. Revenue Growth Rate

At the end of the day, revenue is the ultimate measure of success. Your revenue growth rate shows whether your Shopify online store is expanding consistently or struggling to keep pace. A steady rise signals strong customer loyalty and effective strategies, while stagnation may reveal deeper issues. Monitoring this metric closely ensures you can spot problems early. It also gives you a clear picture of how healthy your business truly is.

Cycle diagram showing revenue growth process for Shopify stores, including monitoring revenue, analyzing reports, identifying flat growth, re-examining strategies, and implementing changes.

Monitoring this metric closely ensures you can spot problems early. It also gives you a clear picture of how healthy your business truly is. Shopify’s app store offers tools that make revenue tracking simple and insightful. These apps generate detailed reports, highlighting trends, top-performing products, and campaign effectiveness.

With this data, you can see what’s working and what needs improvement. If growth becomes flat, it’s time to re-evaluate marketing, inventory planning, and customer experience. Focusing on these areas helps restart momentum and sustain long-term growth.

Best Practices for Monitoring Shopify Metrics

Now that you have an idea of the key metrics, here’s how to monitor them effectively:

1. Proper Utilization of Dashboards: Shopify and other platforms have integrated analytics.

2. Automated Reports: Analytics apps make tracking and visualization easy.

3. Set Benchmarks: Benchmark your Shopify store numbers with industry benchmarks.

4. Leverage Customer Feedback: Blend data with insights from customer support conversations.

5. Quick Actions: Numbers are only useful if your decision-making process is swift.

If you want to build your store effectively, you can rely on Shopify support and other analytics apps which can help in guiding and optimizing your Shopify site.

Conclusion

There is nothing random about growth in Ecommerce, rather it’s a matter of strategy. Tracking metrics like conversion rate, Average Order Value (AOV), Customer Lifetime Value (CLV), and repeat customer rate allows any Shopify store owner to make data-driven decisions that help ensure long-term effectiveness.

Whether you run a small Shopify store or a large Shopify online store, these metrics are indicative of your growth opportunities. Measure them through dashboards and don’t be afraid to utilize either Shopify customer service or any other analytics tools’ customer support whenever required.

If you make it a habit to constantly measure, review, and take the appropriate action, your Shopify storefront will become a growth engine. Start today, and watch your Shopify site become its own data-driven success story.

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