E-commerce platform Shopify has published a guide detailing seven key performance indicators (KPIs) that online retailers should track to measure marketing effectiveness in 2026. The resource targets store owners aiming to optimize campaigns amid evolving digital trends, and comes as Philippine e-commerce continues to expand rapidly.
The recommended KPIs include customer acquisition cost (CAC), conversion rate, return on ad spend (ROAS), average order value (AOV), customer lifetime value (CLV), traffic-to-lead ratio, and email click-through rate (CTR). Shopify emphasizes that these metrics help merchants evaluate campaign efficiency, identify high-performing channels, and allocate budgets more effectively.
For Philippine small and medium e-commerce businesses, adopting these KPIs can provide a clearer picture of marketing ROI. The guide also notes that integrating data from platforms like Google Analytics and social media tools is crucial for accurate tracking. As competition intensifies, data-driven decision-making becomes essential for sustained growth.