The 8 KPIs to track in your PrestaShop statistics

Open the Stats tab of your PrestaShop back office: dozens of reports, charts and tables. The risk is not a lack of numbers, it is looking at the wrong ones. Growing revenue can hide a shrinking margin, and comfortable stock can hide a stockout in ten days on your best seller.

Here are the eight KPIs to track first, in the order they should be read. If your reports show up empty, start by getting the Stats module working again.

1. Revenue and number of orders

The starting point: how much you sell, and across how many orders. You will find them on the back office dashboard and in the sales reports of the Stats tab.

The trap: order statuses. A cancelled, refunded or unpaid order should not count as a sale. Check which statuses are included before comparing two periods, otherwise you are comparing numbers that do not measure the same thing.

2. Average order value

Revenue divided by the number of orders. It tells you whether customers buy more each time they order, and it is often the fastest lever: free shipping above a threshold, complementary products, bundles.

Track it over time rather than as an absolute figure, and read it next to the order count: average order value going up while orders go down is not necessarily good news.

3. Conversion rate

The share of visits that end in an order. PrestaShop counts visits through its statistics modules, but that count depends on your store configuration and sometimes includes bot traffic, which skews the result.

The most useful version is conversion per product: a heavily visited page that sells little points to a problem with price, photos, description or availability. That is where the easiest wins hide.

4. Gross margin

Revenue does not pay the bills, margin does. To compute it, PrestaShop needs the wholesale price filled in on every product, and on every combination when their costs differ.

The built-in statistics focus on sales: tracking margin product by product and month by month usually takes an export and a spreadsheet. Yet it is the only way to spot products sold at a loss once discounts are applied. Formulas and traps: calculating product margin.

5. Repeat purchase rate

The share of customers who come back to order again. Acquiring a customer is expensive; a store whose customers never return has to keep paying to find new ones.

Compute it over a period that matches your buying cycle: 90 days for consumables, a year or more for occasional purchases.

6. Customer value and segments

Not all customers are equal. The best customers report gives a first idea, but the most widely used method in e-commerce is RFM segmentation: recency of the last purchase, frequency of orders, money spent.

It separates your loyal customers from those starting to drift away and those already lost, so you know who to win back first, before it is too late. See our practical guide to RFM segmentation.

7. Stock coverage

The back office shows quantities in stock, but a quantity alone says little: 50 units is six months for one product and a week for another. The right KPI is days until stockout, computed from the recent sales pace.

On a store with combinations, do it combination by combination: a size M that runs out while the other sizes stay in stock loses sales without the overall stock level ever warning you. The full method: calculating your days of coverage.

8. Order source

Where do your sales come from: Google search, ads, newsletter, social media? Without this, you cannot tell which channels deserve your budget.

In Europe, this measurement depends on your visitors’ cookie consent: an order can only be tied to its advertising source when the visitor accepted it. Our guide to connecting your consent tool explains how to set it up correctly.

Where the built-in statistics fall short

PrestaShop’s statistics answer “what happened?” well. They answer three other questions poorly:

• What will happen? No sales forecast and no estimated stockout date.
• How much do I really earn? Margin per product takes exports and a spreadsheet.
• Who should I win back? No customer segmentation and no detection of customers about to churn.

We built Lumexio to fill those three gaps. The module connects to your store and extends your PrestaShop analytics: sales forecasts, the stockout date of every combination, margins computed from your wholesale prices, RFM segmentation and customers about to churn, with prioritised recommendations.