5 Ecommerce analytics metrics that actually reveal profitability and growth

Ecommerce analytics should focus on customer economics rather than activity metrics such as traffic, conversion rate, average order value, or revenue, which can improve even as discounts, paid acquisition, shipping subsidies, and fulfillment costs erode profitability. The most useful measures are customer acquisition cost, contribution margin, lifetime value relative to CAC, cohort retention, and repeat purchase rate, especially when segmented by acquisition channel, customer cohort, and product rather than viewed as blended totals. Effective analysis requires joining order, marketing, payment, fulfillment, and customer data in a shared warehouse so teams can assess whether customers are acquired profitably, retained over time, and generating sufficient margin to recover acquisition costs. Margin and retention should be reviewed weekly alongside revenue to identify problems before they compound and to guide spending, promotions, and channel decisions. Sigma is presented as a warehouse-native analytics platform that lets business users analyze live governed data, build cohort and margin models through spreadsheet-style tools, and incorporate auditable corrections or forecast assumptions without relying on separate exports or extensive engineering support.

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