Your e-commerce metrics
The free Vivlab e-commerce calculator turns your basic numbers into key metrics: conversion rate, average order value, ROAS and cost per order.
Enter your figures for the month and everything is calculated automatically.
Conversion rate
2,50 %
Average order value
100,00 €
ROAS
N/A
Cost per order
N/A
How it works
Your e-commerce metrics in 3 steps
Enter your traffic
Give the number of visitors and the number of orders over the period.
Add the revenue
Fill in the period's revenue, and your ad budget if you want the ROAS.
Read your metrics
Conversion rate, average order value, ROAS and cost per order show up live.
How to read these metrics?
These four metrics sum up the health of an online store. Tracking them regularly helps you spot what's holding back your sales and measure how each action affects your business.
Conversion rate
Orders ÷ visitors. The share of visitors who actually place an order. It's your first lever for turning traffic into revenue.
Average order value
Revenue ÷ orders. The average amount spent per order. Raising it (upsells, bundles) grows your revenue without any new traffic.
ROAS
Revenue ÷ ad spend. The revenue generated for every euro spent on advertising. Above 1, your campaigns bring in more than they cost.
Cost per order
Ad spend ÷ orders. What it costs you to win an order. Compare it to your average order value and your margin to stay profitable.
Tip: focus on how these metrics move over time rather than their absolute value. A "good" conversion rate or ROAS depends on your industry. What matters is improving from one period to the next.
Frequently asked questions
Understanding your metrics
What counts as a good conversion rate?
The conversion rate is the number of orders divided by the number of visitors, as a percentage. Most shops sit between 1 and 3 %; above 3 to 4 %, performance is strong. The figure shifts with the sector, the average price and the traffic source.
How do I read the ROAS?
ROAS compares the revenue generated to the ad spend: a ROAS of 4 means 4 € of sales for every 1 € invested. The break-even point depends on your margin, so a ROAS of 3 can be enough on a high-margin product and fall short elsewhere. It ignores costs outside advertising.
How can I raise the average order value?
Average order value is revenue divided by the number of orders. To lift it, lean on cross-sells, bundles, or a free-shipping threshold set a little above the current basket. A few euros gained per order add up fast on high volume.
Cost per order or customer acquisition cost?
Cost per order divides your ad budget by the number of orders: what one order costs you in advertising. Customer acquisition cost targets a new customer's first purchase and often folds in other expenses. A loyal customer who orders again lowers the cost per order with no new acquisition cost.
Are my sales figures sent anywhere?
No. The calculations happen in your browser, nothing is sent or kept. You can try your real data without it leaving your screen.
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