E-Commerce Analytics: What Numbers to Track

Without analytics, you're flying blind. Here are the metrics every Moroccan e-commerce store should track.

Revenue Metrics

• Revenue: Total sales over a period
• Average Order Value (AOV): Revenue divided by number of orders
• Revenue per Visitor: Total revenue divided by unique visitors

Conversion Metrics

• Conversion Rate: Percentage of visitors who purchase (benchmark: 2-3%)
• Cart Abandonment Rate: Percentage who add to cart but don't buy (average: 70%)
• Checkout Completion Rate: Percentage who start checkout and finish

Traffic Metrics

• Sessions: Total visits to your store
• Unique Visitors: Individual people visiting
• Traffic Sources: Where visitors come from (organic, social, paid, direct)
• Pages per Session: How many pages visitors view on average

Customer Metrics

• Customer Acquisition Cost (CAC): Marketing spend divided by new customers
• Customer Lifetime Value (CLV): Total revenue from a customer over time
• Repeat Purchase Rate: Percentage of customers who buy again

Setting Up Google Analytics 4

GA4 is essential for e-commerce. Set up enhanced e-commerce tracking to capture product views, add-to-carts, checkouts, and purchases. Link with Google Ads for attribution data.

Morocco-Specific Tracking

Track performance by city (Casablanca vs Marrakech), language preference (Arabic vs French content), and payment method (COD vs online payment) to understand your Moroccan audience segments.

At Maroc Iva, we set up comprehensive analytics for every store. Visit marociva.com.