Picking the right key performance indicators (KPIs) for paid advertising success in eCommerce is harder than ever. It’s even harder if you sell multiple SKUs and advertise on multiple platforms. How do you know which KPIs let you truly scale and drive growth? And with more and more competition online, do your 2020 KPIs still work in 2021? In Finch's Rethinking eCommerce KPIs in 2021 webinar Devrin Carlson-Smith explains why it may be time to take a new look at your KPIs.

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

35. Copyright © 2020 Finch. All rights reserved. RETHINKING ECOMMERCE KPIS 35
Proprietary and confidential information