Key Metrics for eCommerce businesses

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Control provides you the key metrics you that give you a good sense of whether your business is growing, or there’s some problem areas you should be concerned about. We looked at best practices across similar business types as your own, to define the key insights you should have available to you anytime you log into the Control Board.

After you have connected your payment and customer data, and have selected your business type – you are provided all of your key metrics, displayed front and center within the Control dashboard. If you are an eCommerce business, your dashboard will provide you a summary view of the most important numbers that will inform you how you to stay in control of your business:
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Total Customers
Total number of customers across all of your connected and selected payment platforms.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only

Total Revenue
Total sales value of across all of your connected and selected payment platforms, excluding declined charges and negative charges such as refunds.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)
  • Square: For the past 8 years only

Total Charges
Total number of approved charges across all of your connected and selected payment platforms.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)
  • Square: For the past 8 years only


Average Revenue per User (ARPU)
Displays an average of revenue per user across all of your connected and selected payment platforms, by calculating Total Revenue divided by Total Customers.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)


Average Order Value (AOV)

Displays an average of order values across all of your connected and selected payment platforms, by calculating Total Revenue divided by Total Approved Charges.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)
  • Square: For the past 8 years only

Average Orders Per User
Displays an average of number of orders perCustomer across all of your connected and selected payment platforms, by calculating Total Approved Charges divided by Total Customers.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)

Approval Rate
Displays the percentage of charges across all of your connected and selected payment platforms that are approved by calculating total Approved Charges divided by Total Approved and Declined Charges, expressed as a %. Generally, you want your Approval Rate to average around 80%.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)

Chargeback Rate
Displays the percentage of charges that have been disputed across all your connected and selected payment platforms, by calculating the Total number of Chargebacks divided by Total Approved Charges , expressed as a %. Generally, you want your Chargeback Rate below 1%.

  • Stripe: For the entire history of the account
  • PayPal: For the past 5 years only (unless otherwise requested)

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