Webshop KPIs Worth Checking Every Week

The five numbers to check weekly

Compare with the same week last year where you have the data. Swedish e-commerce is strongly seasonal around salary day, Black Week, Christmas and summer, and a week-on-week comparison often only shows the calendar.

Traffic quality over volume

More visitors is not the goal; more buyers is. A campaign that doubles sessions and halves the conversion rate has not helped. Look at conversion rate and revenue per channel, not in total.

• Split by channel: organic search, paid search, social, email, direct
• Filter out your own visits, bots and test orders
• Watch revenue per session per channel, which combines conversion and order value
• Check the mobile conversion rate separately; a gap to desktop usually points to checkout problems

If numbers look strange after a consent-banner change, remember that analytics only sees visitors who accept tracking. Compare with order data from the shop platform, which is complete.

Margin after fees and returns

Revenue is the number people report; contribution margin is the number that pays salaries. For each order, subtract the product cost, the shipping you pay, the payment fee from Klarna, Swish or the card provider, the packaging, and an estimate of returns for that product category.

Doing this once per product category is enough to start. It often shows that a best-seller is barely profitable once returns are included. Our guide on returns handling and margin goes deeper.

Repeat customers

Returning customers cost almost nothing to acquire again, so their share of orders says a lot about the health of the business. Track the share of weekly orders from customers who have ordered before, and, monthly, how many first-time buyers from a given month come back within ninety days.

If the share is low, the usual levers are post-purchase emails, a reason to return such as refills or new collections, and a delivery experience worth repeating. These are cheaper than buying the same customer twice through ads.

Metrics to stop watching

• Total sessions and page views without a channel split
• Bounce rate on its own, which says little about intent
• Social followers and likes
• Time on site, which rises when visitors are confused
• Daily revenue swings, which are mostly noise in a small shop

These are not useless, but they belong in a monthly deep dive, not in the fifteen minutes on Monday morning.

Setting up the weekly view

The simplest version is a spreadsheet updated from the shop platform's reports every Monday. The next step is a dashboard that pulls orders, costs and analytics automatically. Either way, the numbers must be trustworthy: consistent definitions, test orders excluded, and conversion tracking that matches real orders.

If you need that measurement in place, our tracking and analytics setup covers GA4, consent and e-commerce events. When you do not need us: if your platform's own reports already give you these five numbers and you trust them, a spreadsheet is enough. See pricing or book a call.

Frequently asked questions