Which traffic metrics actually drive sales?
Find out which traffic KPIs matter most for conversions and which are vanity metrics.
Traffic is often the first metric e-commerce managers look at. But not all traffic is equal. Some metrics drive sales, others just look good on paper. E-commerce analytics helps you focus on the right ones.
Sessions vs. users
Sessions show activity volume, while users show unique visitors. High sessions with low users may mean repeat browsing.
Takeaway: Track both to understand behavior.
Traffic source quality
Not every channel converts. Paid social might bring clicks, while email may drive higher CR.
Takeaway: Evaluate sources by revenue, not just visits.
Bounce rate
High bounce = irrelevant or poor landing pages.
Takeaway: Fix targeting or UX issues to lower it.
Engagement time
Time on site and pages per session show interest.
Takeaway: More engaged visitors convert more often.
Conversion-driving metrics
Conversion rate (CR)
Average order value (AOV)
Revenue per session
Takeaway: Always tie traffic metrics back to revenue impact.
Conclusion: Traffic metrics are only useful if they connect to sales. Focus on those that move the bottom line.
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