Journal
MetricsAugust 20, 20268 min read
The e-commerce metrics that actually reveal growth
Sustainable growth is not a single chart moving up and to the right. It is an improving relationship between demand, acquisition cost and the margin left after fulfilment.
Pair demand with efficiency
Track net revenue with MER and new-customer CAC. The combination shows whether added demand is becoming more or less expensive to acquire.
Use contribution profit as the checkpoint
ROAS can improve while profit falls if returns, discounts or product mix change. Contribution profit catches those shifts because it includes the variable costs required to deliver the order.
Watch leading indicators
Refund rate, inventory cover and returning-customer rate often move before the monthly P&L. Treat them as early warnings, not supporting decoration.
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