Sales performance metrics, such as revenue growth, average order value, and conversion rates, are foundational to assessing the financial health of an online business. Revenue growth indicates the overall increase in sales over a specific period, while average order value reveals the typical amount spent by customers per transaction. Conversion rates help determine how effectively a website turns visitors into buyers. By closely monitoring these metrics, students can identify trends and patterns that impact profitability and refine their strategies to optimize sales.

Customer engagement metrics, including customer retention rate, customer lifetime value, and net promoter score, provide insights into the overall customer experience. The customer retention rate measures the percentage of customers who continue to engage with a business over time. Customer lifetime value estimates the total revenue a customer is expected to generate throughout their relationship with the business. Meanwhile, the net promoter score gauges customer satisfaction and loyalty by asking how likely customers are to recommend the business to others. These metrics are vital for understanding customer behavior and enhancing the overall e-commerce customer experience.

Digital marketing effectiveness can be assessed through various metrics such as click-through rates, return on advertising spend, and social media engagement. Click-through rates indicate how many users clicked on ads or links, providing insight into the effectiveness of marketing campaigns. Return on advertising spend measures the revenue generated for every dollar spent on advertising, helping students evaluate the efficiency of their marketing investments. Social media engagement metrics, such as likes, shares, and comments, reflect the audience's interaction with a brand’s content, offering a glimpse into brand perception and reach in the digital landscape.