Learn how strategic tracking and reporting drive scalable e-commerce growth, aligned with your long-term goals—revenue, profit or enterprise value.

Every e-commerce business scales in its own way. But that path should never be random. If you’re serious about growth, your data needs to match your goals.

There are three strategic roadmaps for growth. Which one you're on defines which metrics you need to prioritise.

1. Three Growth Strategies, Three Different Goals

Every e-commerce operator has a 5-year ambition. Most fall into one of these categories:

1.1 Maximise Revenue Growth

Goal: Build top-line as fast as possible.

Best fit: Venture-backed brands.

Endgame: Raise more capital or exit to strategic buyers who value scale and market share.

Trade-off: Low profitability, high burn.

1.2 Maximise Profits

Goal: Drive strong cash flow and profitability.

Best fit: Lifestyle brands or bootstrapped operators.

Endgame: Maintain long-term ownership, limited outside pressure.

Trade-off: Slower growth, fewer bets.

1.3 Maximise Enterprise Value

Goal: Balance growth and profitability to increase valuation multiple.

Best fit: Brands planning for exit to PE or strategic buyers.

Endgame: Sale at high EBITDA or revenue multiple.

Trade-off: Complex decisions, constant trade-offs.

Knowing where you’re heading changes how you define growth—and how you track it.

2. Your Strategic Roadmap Defines Your Metrics

Growth isn’t always about revenue. It’s about building the business you want to own—or sell.

Here’s how your goal shapes your metric focus:

You can’t track all metrics equally. Focus only on what moves the needle for your model.

3. Growth = Acquisition + Retention + Margin

Every scalable growth model comes down to three drivers:

Acquisition

Your ability to bring in new customers profitably.

• Key metrics: CAC, Paid/Organic Split, First Purchase Margin
• Watch: CAC creep over time, over-reliance on paid

Retention

Your ability to make money after the first purchase.

• Key metrics: LTV, Repeat Rate, Time Between Purchases
• Watch: One-and-done buyers, low LTV:CAC ratio

Margins

Your ability to turn revenue into profit.

• Key metrics: Contribution Margin, Product Margin, Fulfillment Cost per Order
• Watch: Discount addiction, rising shipping or return costs

The mix of these metrics defines your growth profile:

• High acquisition + low retention: scale fast, burn fast
• Moderate acquisition + high retention + strong margins: sustainable, profitable growth
• Balanced across all three: ideal for maximising enterprise value

There’s no right mix for everyone. Only the mix that supports your strategic direction.

4. You Can’t Optimise What You Don’t Track

Most e-commerce reporting is broken.

You’re either:

• Glued to siloed dashboards across ad platforms and Shopify
• Downloading CSVs to make sense of yesterday’s results
• Reacting to symptoms instead of seeing what’s driving them

Eyk Data changes that.

It gives you:

• One source of truth across acquisition, retention and margins
• Live marketing metrics like MER, CAC, LTV, Contribution Margin
• Segment-level insights to see which customers or products drive value
• Profit-adjusted performance views for every campaign and channel

With Eyk, you stop guessing. You know:

• Which marketing is profitable
• Which segments to scale
• Which levers to pull for your specific goal

Whether you're chasing revenue, profit or exit value—Eyk gives you the data confidence to grow on your terms.