In this lesson, you’ll learn how to clearly define business goals, KPIs, and metrics in eCommerce analytics. Understanding these differences is essential for building an effective measurement plan using GA4, GTM, and WooCommerce.
Business goals describe your company’s main objectives.
Increase sales revenue by 20%
Reduce cart abandonment by 15%
Improve customer retention rate
Key Point: Business goals focus on results, not tools or metrics.
Metrics are raw numbers describing what’s happening on your website.
Examples:
Pageviews
Scroll depth
Session duration
Reminder: Metrics are helpful, but not all metrics reflect true success.
KPIs (Key Performance Indicators) are the most important metrics directly tied to business goals.
Examples:
Conversion rate
Revenue per session
Customer lifetime value (CLV)
Reminder: Choose KPIs carefully based on what moves your business forward.
Always structure your tracking like this:
Example:
Goal: Increase sales
KPI: Purchase conversion rate
Metrics: Add-to-cart rate, product views
Key Takeaway
Not all metrics matter equally. Always start with business goals, define KPIs first, then use supporting metrics as context.