E-Commerce Template


The E-commerce template combines some of the key metrics E-commerce businesses should focus on. These metrics are split across the Sales Metric, Sales Analysis Metric and Customer Metrics pages in Spotlight. To make the most of the retail template, you will need to:

  1. Source non-financial data.
  2. Assign specific report codes to key accounts.
  3. Evaluate the formulas and customise using the formula builder if necessary. Some E-commerce businesses may measure these metrics differently due to setup of accounts or other factors.

Non-financial data required

Most retail metrics require financial and non-financial data. Therefore, you will need to collate and enter the following non-financial information into Spotlight:

  • Number of sales transactions
  • Number of sales visits
  • Number of customers - new and total
  • Number of Sales leads
  • Number customer satisfaction
  • Net Promoter score

You can manually enter the data into the non-financial tab under Customise Data. Alternatively, enter the data into this Excel template and import it into Spotlight using the Excel import function on the Import tab.

Assign specific report codes to key accounts

Most report codes needed for the template are automatically assigned by Spotlight. However, for the metrics to calculate correctly you may need to assign some report codes manually. To do this, open Customise Data and locate the following accounts, then to assign the specified report code click the report code button:

  • Direct wages - EXP.COS.WAG (Expenses > Cost of goods sold > Direct wages)
  • Sales  - REV.TRA (Sales > Trading Revenue)

Sales Metrics Page

Sales Conversion Rate

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Formula: Total Customers / Sales - Visited

Report codes: CUS.TOT, SAL.VIS

Sales Transactions

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Formula: Sales - transactions

Report codes: SAL.TRA

Average Order Value

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Formula: Trading Revenue/Sales - Transactions

Report codes: REV.TRA, SAL.TRA

Average Order Per Customer

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Formula: Trading Revenue/Total Customer

Report codes: REV.TRA, CUS.TOT

Sales Analysis Page

Cart Abandonment Rate

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Formula: 1- (Sales transactions/Sales lead) * 100

Report codes: SAL.TRA, SAL.LEA

Return on Advertising Investment

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Formula: Trading Revenue/Sales & Marketing Expenses

Report codes: REV.TRA, EXP.SAL

Refund and Return Rage

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Formula: (Sales Returns/Sales Transactions) * 100

Report codes: SAL.RET, SAL.TRA

Customer Acquisition Cost

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Formula: (Direct Wages  Cost of Sales + Sales & Marketing Expenses + Wages and Salaries Expenses)/New Customer


Customer Metrics Page

New vs Returning Customers

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Formula: New Customers + (Total Customers - New Customers)

Report codes: CUS.NEW, CUS.TOT

Net Promoter Score Segments

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Formula:  (NPS - promoters/ NPS - detractors) / NPS - passive

Report codes: NPS.PRO, NPS.DET, NPS.PAS

Net Promoter Score

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Formula:  Net promoter score

Report codes: NPS.SCO

Customer Satisfaction Rating

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Formula: Customer Satisfaction

Report codes: OPR.CSR

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