Marketing investments is definitely the top KPI to track. On the graph you can see the relative change of Google ads cost and CPC of e‑commerce players.
Google ads cost for e‑commerce Google ads account segmented by countries: Czechia, Hungary, Slovakia, Poland and Romania
Google ads ad search and shopping impressions correlated with the market demand, clicks represent the traffic generated by the Google ads source.
The first 3 graphs’ numbers are based on on aggregated ROIminer audit data of 240 Google ad accounts. 1st week of Jan 2020 is the benchmark value of 100.
Transactions and transaction value represents market demand for the goods that are available at the e‑commerce players the data sample consists of.
Overall visits/sessions and conversion rate are the more detailed metrics for e‑commerce revenue.
Graph 4-5: numbers based on aggregated Growww Digital agency portfolio data of 82 e‑commerce accounts. 1st week of Jan 2020 is the benchmark value of 100.