← All charts
Digital and e-commerce
The minimum data set for a small or mid-size company
| Source | Key metrics | Where it lives |
|---|---|---|
| Sales and transactions | Revenue, margin, average order, product mix | POS, accounting or e-commerce system |
| Customer records (CRM) | New vs returning, repeat rate, RFM segments | CRM or a shared customer spreadsheet |
| Website analytics | Traffic by source, conversion rate, key pages | Google Analytics or a similar tool |
| Ad platforms | Spend, cost per lead, platform-reported conversions | Meta, Google and TikTok ad accounts |
| Social media and messengers | Enquiries, response time, enquiry-to-order rate | Business accounts, WhatsApp Business, chat exports |
| Customer feedback | Satisfaction, review rating, recurring complaints | Reviews, surveys, support and sales notes |
| Source | Key metrics | Where it lives |
|---|---|---|
| Sales and transactions | Revenue, margin, average order, product mix | POS, accounting or e-commerce system |
| Customer records (CRM) | New vs returning, repeat rate, RFM segments | CRM or a shared customer spreadsheet |
| Website analytics | Traffic by source, conversion rate, key pages | Google Analytics or a similar tool |
| Ad platforms | Spend, cost per lead, platform-reported conversions | Meta, Google and TikTok ad accounts |
| Social media and messengers | Enquiries, response time, enquiry-to-order rate | Business accounts, WhatsApp Business, chat exports |
| Customer feedback | Satisfaction, review rating, recurring complaints | Reviews, surveys, support and sales notes |