10+ Key Marketing Funnel Metrics for eCommerce Brands [2025]

Marketing is both an art and a science. 

While you need to be creative to market your brand, you also need to consider statistical aspects to drive crucial decisions. Marketing funnel metrics are those statistics. These metrics can help your eCommerce brand optimize the marketing funnel and increase your ROI.

So, in this blog post, we’ll cover all the key marketing funnel metrics that eCommerce brands should track and analyze regularly.

Let’s begin!

TL;DR — Key Marketing Funnel Metrics

Now, let’s dive deeper into the topic!

But first — What is a Marketing Funnel?

The marketing funnel is a broad marketing strategy that covers subsequent stages to raise brand awareness, get potential customers interested in your offerings, and eventually, convert them into paying customers.

Ideally, a marketing funnel may consist of five stages aligned into three levels: Top of the funnel (ToFu), Middle of the funnel (MoFu), and Bottom of the funnel (BoFu).

The marketing funnel is a crucial strategy to get your business in the market and grow with time. It keeps your potential customers consistently in touch with your brand and helps achieve your business goals.

What Are Marketing Funnel Metrics?

Marketing funnel metrics are quantifiable measurements that indicate the performance of your funnel. In simple terms, those are your funnel’s performance numbers for each strategy.

Since the marketing funnel consists of multiple stages and strategies, you need to have specific metrics that track the performance of each strategy individually.

For example, conversion rate is one of the most critical metrics that’s measured in the “Action” stage, at the bottom of the funnel. But we’ll go deeper into it later in this article.

Why Measure Marketing Funnel Metrics?

Marketing funnel metrics are a crucial check of the effectiveness of your marketing strategy. Here are the key reasons why you should measure your marketing funnel metrics:

Accurate visibility of the funnel’s performance:

You can’t just assume everything’s going right in your funnel unless you have data and analysis to prove the same. Funnel metrics help you with those analyses and identify how exactly your funnel is performing.

Find areas of improvement: 

When you track funnel metrics at each stage of the funnel, even for different strategies within a stage, you can identify if certain parts of your funnel need to be improved. Thus, these metrics help you enhance the funnel.

For example, if you notice that people are visiting your landing page and leaving it without signing up for a newsletter, you may want to consider redesigning or rewriting the copy of your newsletter box/CTA.

Leverage all the learnings

The insights you gain from these funnel metrics are quite crucial learnings about your marketing strategy as well as customer behavior. You can leverage those insights to form more robust decisions. Also, you can invest more in the strategies that are working the best for your business.

Optimize your conversion rate and revenue:

After all, the whole point of the marketing funnel is to strategically convert potential buyers into paying customers and increase your revenue. To achieve these goals, you need to be specific about the numbers to measure and improve the performance of your funnel.

10+ Key Marketing Funnel Metrics for eCommerce Brands

Now, we’ll go through all the funnel metrics in the sequence of the funnel levels and stages.

Important note: Different brands may have different funnel strategies under their marketing funnel stages. Thus, some metrics may need to be added or excluded from the given list to align them with your overall strategy. 

Metrics for Top of the Funnel — Awareness Stage

At this stage, you need to track and analyze all the metrics associated with strategies that help raise your brand awareness. So, think about all the strategies you’d implement to increase the reach of your brand and set metrics accordingly.

1. Overall website traffic

• Organic traffic: SEO is one of the biggest strategies in brand awareness campaigns. So, measure how many visitors are landing on your website from organic traffic. Organic traffic is basically the visitors who find your website through search engines like Google or Bing.

• Paid ads traffic: If you’re running paid ads on platforms like Meta ads, measure the traffic you’re receiving through those ads.

• Other marketing campaigns: If you’re also running other marketing campaigns as a part of your funnel, measure their traffic numbers too. For example, you could be running campaigns like influencer marketing, affiliate marketing, etc.

2. Social media metrics:

Social media also plays a crucial role in your brand awareness efforts. So, you must track and analyze the metrics associated with your social media strategies.

• New followers gained: Gaining new followers helps you expand the reach of your brand. Thus, it’s an important metric to track. That said, keep in mind that just any random followers might not be helpful. Make sure to attract the right followers, i.e., your target audience.

• Views or impressions: Depending on the social media platform you’re using, measure the number of views or impressions you’re getting on your content. For example, if you’re using YouTube, the number of views on your YouTube videos is a key metric.

• Engagement: Views or impressions just give you an idea about how far your content reached, but engagement metrics measure how much it was liked by your audience. For example, likes, comments, and shares are your social media engagement metrics.

Pro tip: If you’re getting a lot of views and impressions but not enough engagement, it’s time to reassess your content strategy and quality. In other words, it's about the quality of your reach and not just the extent.

Metrics for Middle of the Funnel — Interest Stage

Once again, the idea is to measure the metrics that impact the “interest” of potential leads or customers you gained in the first (awareness) stage. So, think of the strategies you’re implementing for the interest stage and pick your metrics accordingly.

3. Website engagement:

So, you got the traffic to your website through SEO, ads, or other marketing campaigns. But what’s next? If they immediately leave your website, will it be helpful to your awareness stage? Thus, you need to measure these metrics for engagement:

• Click-through rate (CTR): CTR is an important metric during the awareness stage. CTR is the percentage of users who click on your website’s link from a search engine result page or an ad. If your CTR is low for the traffic coming from Google, you should work on enhancing your meta titles and descriptions. If it’s an issue with ads, you should look into the ad copy and visual elements used in the ad creative, i.e., an image or video.

• Bounce rate: Bounce rate is the percentage of visitors who land on your website but then leave it without any interaction. This metric helps you identify if there’s any issue with your website copy or content.

• Website engagement rate: The engagement rate reflects the percentage of engaged sessions from total sessions on your website. You’d want to maximize the engagement rate so that visitors know your brand and offerings better.

Especially, if you’re an eCommerce brand, you should focus on the interactions on specific pages such as collection pages, product pages, special offer sections, etc.

Pro tip: To reduce your website’s bounce rate and increase the engagement rate, make sure your website is professionally designed with storytelling and trust elements. You can use a page builder app like GemPages for your Shopify store to design your store and landing pages.

GemPages is one of the most loved page builder apps on the Shopify App Store. With an excellent rating of 4.9 out of 5 stars from more than 2,600 reviews — GemPages is powering thousands of Shopify stores.

Learn more: How to Create A High-converting Shopify Landing Page 

4. Lead generation rate: 

In order to move the website visitors further into the funnel, you need to collect their contact information, either phone, email, or both. 

Now, you may have different types of strategies for lead generation, but the formula of lead generation remains the same, i.e., the percentage of website visitors who opt in to become leads by providing their contact details.

For example, if you have created a landing page offering a free eBook as a lead magnet, all the landing page visitors who sign up to download the eBook are your leads.

Learn more: How to Build a Lead Generation Sales Funnel + Pro Tips

5. Lead quality:

Not every lead you generate is necessarily your ideal customer profile. 

You need to identify if you’re obtaining quality leads that are worth putting in effort to nurture and convert through your funnel. Or else, you might end up losing the money you invested in SEO or ads if they aren’t going to convert as expected.

So basically, the lead quality metric sorts the leads and identifies high-quality leads.

Now, the exact method to calculate this metric may vary depending on the method through which you obtained those leads. For example, if you got leads through email marketing and they respond to your first email, it means they’re interested in what you have to say.

Metrics for Middle of the Funnel — Desire Stage

After showing the initial “interest”, when you observe more interactions from those leads, it’s an indication that they are moving forward in the funnel, to the “Desire” stage. So, here are the important metrics you should keep your eyes on:

6. Lead engagement:

Again, this will depend on the strategies you used to bring the leads so far in the funnel.

For example, let’s say you captured leads through a lead magnet — a free eBook guide. The eBook must have a CTA to your offerings. You could direct those leads to a special landing page through that CTA.

Now, when they click the CTA and land on your offer page, that’s a high-intent interaction where leads are showing the “desire” in your offerings. Thus, here are some key metrics applicable based on your strategy:

• Lead magnet interactions

• Case study interactions

• Newsletter interactions

Pro tip: It’s important to ensure the data is traceable in order to measure these metrics. One of the ways to do it is to create URLs with a “UTM tracking” tool. When you have a UTM tracking set up, you can track and analyze these interactions with Google Analytics 4 (GA4).

7. Cart Abandonment Rate:

Cart abandonment is the event when a customer adds an item to the cart, but for some reason, leaves your website without completing the checkout. Meaning, the customer has shown a clear “desire” to purchase, but then disregarded the thought.

The cart abandonment rate is the percentage of website visitors who leave their carts, without making a purchase, of the total carts created. If you see the cart abandonment rate going too high, it indicates there’s an issue in your funnel, and you need to fix that.

Metrics for Bottom of the Funnel — Purchase Stage

8. Conversion rate:

This is one of the most important marketing funnel metrics as it directly impacts the revenue of your business. Conversion rate is the percentage of website visitors who complete the action you desired them to take, which is usually a purchase transaction in eCommerce.

When your conversion rate is going below par, you must look for all the opportunities to enhance it. One of the most effective methods to increase your conversion rate is A/B testing.

You can use the “GemX: CRO & A/B Testing" app, which is built with our years of experience and expertise in the Shopify domain. GemX offers a free trial for 14 days — no upfront payment required.

Using GemX, you can A/B test various elements or design styles of your Shopify store pages as well as landing pages. This will help you identify and fix the issues in your marketing funnel.

Learn more: Top 20+ A/B Testing Ideas You Should Try

9. Customer acquisition cost (CAC)

Getting a sale from a customer is great, but how much did it cost to get that sale?

Customer acquisition cost is the metric that will help you analyze that. CAC measures the average cost incurred to gain a new customer.

When you find that your CAC is going too high, you should reevaluate your marketing and ad strategies. It means that you have areas of improvement in various parts of your marketing funnel.

10. Average order value

The average order value is the metric that analyzes how much revenue you’re generating per order received. This is a crucial metric to measure your eCommerce ROI.

For example, let’s assume your customer acquisition cost is $50 and your average order value is just $70; you’re likely making losses. Thus, this metric is quite useful in measuring the overall success of your marketing funnel.

Learn more: 10 Effective Ways to Increase Average Order Value (AOV) on Your Shopify Store 

Metrics for Bottom of the Funnel — Retention/Loyalty Stage

Once you’ve gotten the initial sale from the converted leads, the job isn’t over. You should focus on retaining your customers and building a brand with loyal customers.

11. Net promoter score: 

After the initial purchase by the customer, this metric aims to get feedback on customer satisfaction. Net promoter score is derived from a survey that asks customers to rate (on a scale of 1 to 10) how likely they are to recommend your brand to others.

12. Customer retention rate:

This metric is important for brands that look to grow their business from a long-term perspective. The customer retention rate is the percentage of existing customers who come back to your brand for repeat purchases and remain with your brand for a specific period.

Learn more: 10+ Best Customer Retention Marketing Strategies

13. Customer lifetime value (CLV):

The customer lifetime value (CLV or CLTV) is the metric that calculates the total revenue your brand can expect to earn from a single customer through the lifespan of your business relationship.

This metric helps you evaluate the bigger picture. Customer acquisition cost focuses on a single transaction, whereas customer lifetime value gives you the idea of how much ROI you could potentially earn from the same customer.

Learn more: 15 Strategies for Boosting eCommerce ROI [+Examples]

Final Thoughts on Marketing Funnel Metrics

As an eCommerce business owner, you must develop a data-driven approach to measure the effectiveness of your marketing campaigns.

While we have already discussed all the key marketing funnel metrics, keep in mind that you need to be flexible in terms of measuring metrics for your brand. You may want to prioritize certain metrics over others depending on your overall business goals and strategies.

Last but not least — install GemPages: Landing Page Builder and GemX: CRO & A/B Testing apps — if you haven’t already, and start building your marketing funnel with a solid foundation.

To learn more about other eCommerce marketing strategies, trends, and best practices — check out more resources on the GemPages Blog. Also, join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.

FAQs About  Marketing Funnel Metrics