D2C KPI Dashboard Template
A template of key performance indicators for a Direct-to-Consumer (D2C) e-commerce brand.
Essential D2C & E-commerce Metrics
For a D2C brand, profitability and marketing efficiency are paramount. Your KPI dashboard should focus on these core metrics.
| Metric | What It Measures | Why It Matters |
|---|---|---|
| Gross Margin % | The percentage of revenue left after the Cost of Goods Sold (COGS). | Measures the core profitability of your products. |
| Contribution Margin | The profit left after all variable costs (COGS, shipping, marketing) are deducted. | Tells you the true profitability of each order. |
| Return on Ad Spend (ROAS) | The revenue generated for every rupee spent on advertising. | The key metric for measuring the effectiveness of your paid marketing campaigns. |
| Customer Acquisition Cost (CAC) | The total cost to acquire a new customer. | Must be compared against LTV to ensure profitable growth. |
| Average Order Value (AOV) | The average amount a customer spends in a single transaction. | Increasing AOV is a key lever to improve marketing efficiency. |
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