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Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 1
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 2
Chief Strategy Officer
FINCH | Advertising Management
devrincs@finch.com
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 3
Expert strategists help you define your
top growth goals, establish strategy to
achieve them, and guide you every
step of the way.
Continuously and automatically
optimizes campaigns using a
granular campaign structure that
keeps you in complete control.
Provides advanced reporting
and actionable data-driven insights
across all channels and platforms
in a single location.
Offers a joint collaborative
workspace, transparency of tasks,
and the ability to set and track
your business goals.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 4
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 5
✓
✓
✓
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 6
RETHINKING ECOMMERCE KPIS 6
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 7
FINCH
40%
of global eCommerce traffic comes from
paid advertising
Source: Statista, release date January 2020. Data set: 130 Mio
website sessions and >330 Mio € online revenue from
November 2018 –October 2019 Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 8
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 9
RETHINKING ECOMMERCE KPIS 9
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 10
Overall Business Goals
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 11
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 12
RETHINKING ECOMMERCE KPIS 12
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 13
Cost per acquisition/Cost per order
How to calculate:
Note
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 14
Return on ad spend
How to calculate:
Note
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 15
Cost of Sales = ACoS
= CPV = Cost per Value
How to calculate:
Note:
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 16
RETHINKING ECOMMERCE KPIS 16
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 17
RETHINKING ECOMMERCE KPIS 17
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 18
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 19
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 20
RETHINKING ECOMMERCE KPIS 20
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 21
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 22
Consider these when defining your KPIs
Cross-device usage
Multi-channel
attribution
Tracking
Challenges
Customer lifetime
value
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 23
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 24
RETHINKING ECOMMERCE KPIS 24
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 25
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 26
Use this basic principle to structure your campaigns and define your KPI
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 27
●
●
●
●
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 28
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 29
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 30
RETHINKING ECOMMERCE KPIS 30
Copyright © 2020 Finch. All rights reserved.
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 31
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 32
Be granular in your campaigns
where it matters
Micro-tune your media capital -
what you can afford and how it
impacts revenue
Normalize your data.
Work with cost of sales /ACoS
Determine KPI that fit your
business
Understand your data and
what factors distort
performance results
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 33
● Review of historical data through Finch Insights reporting
● Introduction to the Finch Strategic Services team
● Creation of a customized growth plan for your individual
goals using
Finch Collaboration
● Overview of pricing options
● Access to your paid media accounts in order to analyze
your historical data
● Information about your strategic plans and goals
SIGN UP NOW ON FINCH.COM
Devrin Carlson-Smith
devrincs@finch.com
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 34
https://tinyurl.com/yhgph4zp
Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 35
Proprietary and confidential information

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Rethinking eCommerce KPIs in 2021

  • 1. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 1 Copyright © 2020 Finch. All rights reserved.
  • 2. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 2 Chief Strategy Officer FINCH | Advertising Management devrincs@finch.com
  • 3. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 3 Expert strategists help you define your top growth goals, establish strategy to achieve them, and guide you every step of the way. Continuously and automatically optimizes campaigns using a granular campaign structure that keeps you in complete control. Provides advanced reporting and actionable data-driven insights across all channels and platforms in a single location. Offers a joint collaborative workspace, transparency of tasks, and the ability to set and track your business goals.
  • 4. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 4 Copyright © 2020 Finch. All rights reserved.
  • 5. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 5 ✓ ✓ ✓
  • 6. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 6 RETHINKING ECOMMERCE KPIS 6 Copyright © 2020 Finch. All rights reserved.
  • 7. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 7 FINCH 40% of global eCommerce traffic comes from paid advertising Source: Statista, release date January 2020. Data set: 130 Mio website sessions and >330 Mio € online revenue from November 2018 –October 2019 Copyright © 2020 Finch. All rights reserved.
  • 8. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 8
  • 9. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 9 RETHINKING ECOMMERCE KPIS 9 Copyright © 2020 Finch. All rights reserved.
  • 10. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 10 Overall Business Goals
  • 11. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 11
  • 12. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 12 RETHINKING ECOMMERCE KPIS 12 Copyright © 2020 Finch. All rights reserved.
  • 13. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 13 Cost per acquisition/Cost per order How to calculate: Note
  • 14. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 14 Return on ad spend How to calculate: Note
  • 15. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 15 Cost of Sales = ACoS = CPV = Cost per Value How to calculate: Note:
  • 16. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 16 RETHINKING ECOMMERCE KPIS 16 Copyright © 2020 Finch. All rights reserved.
  • 17. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 17 RETHINKING ECOMMERCE KPIS 17
  • 18. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 18
  • 19. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 19
  • 20. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 20 RETHINKING ECOMMERCE KPIS 20 Copyright © 2020 Finch. All rights reserved.
  • 21. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 21
  • 22. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 22 Consider these when defining your KPIs Cross-device usage Multi-channel attribution Tracking Challenges Customer lifetime value
  • 23. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 23
  • 24. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 24 RETHINKING ECOMMERCE KPIS 24 Copyright © 2020 Finch. All rights reserved.
  • 25. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 25
  • 26. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 26 Use this basic principle to structure your campaigns and define your KPI
  • 27. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 27 ● ● ● ●
  • 28. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 28
  • 29. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 29
  • 30. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 30 RETHINKING ECOMMERCE KPIS 30 Copyright © 2020 Finch. All rights reserved.
  • 31. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 31
  • 32. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 32 Be granular in your campaigns where it matters Micro-tune your media capital - what you can afford and how it impacts revenue Normalize your data. Work with cost of sales /ACoS Determine KPI that fit your business Understand your data and what factors distort performance results
  • 33. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 33 ● Review of historical data through Finch Insights reporting ● Introduction to the Finch Strategic Services team ● Creation of a customized growth plan for your individual goals using Finch Collaboration ● Overview of pricing options ● Access to your paid media accounts in order to analyze your historical data ● Information about your strategic plans and goals SIGN UP NOW ON FINCH.COM Devrin Carlson-Smith devrincs@finch.com
  • 34. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 34 https://tinyurl.com/yhgph4zp
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