📊 The E-Com KPI Dashboard

🚀 Overview

Most brands chase ROAS — then crash.

ROAS is a symptom metric, not a health metric.

This dashboard gives you 6 KPIs that reveal profitability & scalability.

🎯 Why This Works

✅ Clarity – See true business health

✅ Focus – Ditch vanity metrics

✅ Control – Scale confidently

🧮 The 6 KPIs

1️⃣ MER (Marketing Efficiency Ratio)

Revenue ÷ Marketing Spend → Healthy: 4–6

2️⃣ CAC (Customer Acquisition Cost)

Spend ÷ New Customers → Should be ≤ 30–35% of LTV

3️⃣ LTV (Lifetime Value)

AOV × Avg. Orders × Gross Margin → Aim: LTV ≥ 3× CAC

4️⃣ Contribution Margins (CM1, CM2, CM3)

• CM1 = Revenue – COGS – Shipping – Returns – Fees