Many webshop owners mostly watch one number: revenue. Understandable — but revenue alone does not tell you whether the shop is healthy. Here are the five figures we recommend knowing and following every month.
1. What does a new customer cost you?
Add up a month of marketing spend and divide it by the number of new customers that month. If a new customer costs more than you earn on their first purchase, customers need to come back before you make money — which makes the next number important.
2. How much does a customer buy in total?
Look beyond the single order to what a typical customer buys over time. Do your customers return? A customer who shops three times can be worth a higher acquisition cost than one who shops once.
3. How big is your average order?
Total revenue divided by number of orders. This one is easy to influence: free shipping thresholds, bundles and "others also bought" can all lift it — and a small increase lands straight on your bottom line.
4. How many visits turn into purchases?
If 100 people visit and 2 buy, your conversion rate is 2%. Track the trend rather than chasing a "correct" level — a sudden drop usually has a concrete cause: a slow page, a sold-out bestseller or a payment issue.
5. Will there be money in the account in six weeks?
Cash flow is the number that closes the most otherwise-healthy businesses. Large stock purchases, VAT and seasonality can drain the account even when sales are good. Look at least a month ahead — not just at today's balance.
The most important advice
You do not need to watch every number every day. But knowing these five, you make better decisions — and spot problems while they are still small. That is exactly the kind of clarity Company Game builds for you, automatically and in plain language.