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Measure · KPIs

A KPI framework to run your store on numbers you can trust

I define a short set of indicators that show the real health of the business, each with a single definition and an agreed data source. No more arguing over which number is right.

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In short

A KPI framework is a tiered system of indicators, each with a definition, formula, data source and owner. I build one for WooCommerce stores that have plenty of reports but little clarity on what to track. It includes a Google Looker Studio dashboard and a review routine.

Measurement problems that stall decisions

  • Every tool counts differently

    WooCommerce, GA4 and the ad platforms attribute sales in different ways, and every meeting opens with a debate about the numbers.

  • Vanity metrics

    Followers, sessions and in-platform ROAS get the spotlight, while margin, acquisition cost and repeat purchase are left out of reports.

  • Hand-built reports

    Someone spends hours every week copying figures into a spreadsheet, with room for error and no time left to analyse.

How I build the framework

I start from the management question, not the tool. I define one headline indicator tied to profitability and, beneath it, the indicators that explain it: traffic, conversion, average order value, acquisition cost and repeat purchase.

  • A KPI tree linking every operational metric to the business outcome
  • A written definition, formula and source of truth for each indicator
  • A whole-business view (MER) alongside the per-channel view
  • An automated dashboard and a weekly and monthly review rhythm

What you receive

  • KPI tree

    A visual structure showing how revenue, margin, conversion, average order value and repeat purchase relate to one another.

  • Metrics dictionary

    A document setting out the definition, formula, source, frequency and owner of every indicator.

  • Data reconciliation

    An explanation of the gaps between WooCommerce, GA4 and the ad platforms, and a rule on which source to use for what.

  • Management dashboard

    A Google Looker Studio dashboard that refreshes automatically, with period and channel filters, easy for the whole team to read.

  • Review routine

    A weekly and monthly meeting template with the questions to ask of each indicator and what to do when something looks off.

Stages

  1. Management questions

    I agree with you which decisions the numbers need to support: where to invest, what to cut, when to raise a flag.

  2. Source audit

    I check data quality in WooCommerce, GA4 and the ad platforms and identify gaps to fix.

  3. Framework and dashboard

    I build the KPI tree, dictionary and dashboard, connecting data sources automatically.

  4. Adoption

    I present the dashboard to the team, run the first reviews and adjust anything that isn’t proving useful.

Tools I use

  • Google Looker Studio
  • GA4
  • WooCommerce
  • Google Sheets
  • Metorik
  • BigQuery
Why do GA4 and WooCommerce show different revenue?

WooCommerce records every order, whereas GA4 depends on the browser, cookie consent and how tracking is configured. Ad blockers, declined consent and misconfigured events explain most of the gap. For revenue I recommend WooCommerce as the source of truth, and GA4 for behaviour and channels.

What is MER?

MER (marketing efficiency ratio) is total store revenue divided by total marketing spend over a period. It complements each platform’s ROAS because it doesn’t rely on attribution models that tend to count the same sale more than once.

How many KPIs should a store track?

Only a few at management level, typically one headline indicator and a small group of supporting ones. More detailed metrics remain available, but they don’t need to sit on the dashboard everyone checks each week.

Related tools

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