This quick-reference sheet helps Shopify store owners evaluate ad performance, understand key metrics, and know when to scale.
| Metric | What It Measures | Healthy Range |
|---|---|---|
| CPM | Cost per 1,000 impressions | $5–$15 (cold); up to $25 (retargeting) |
| CTR (Link Click-Through Rate) | % of people clicking your link | ≥ 1% = decent, ≥ 2.5% = strong |
| CPC | Cost per click | <$1.50 (ideal), <$2 = okay |
| ROAS | Return on Ad Spend (Revenue / Ad Spend) | ≥ 2.0 = test phase, ≥ 3.0+ = scaleable |
| CVR | % of clicks that convert to sales | 1.5–3% average; >4% great |
| Add to Cart Rate | % of PDP viewers who click add to cart | 5–10% |
| Ecommerce Category | Avg CTR | Avg ROAS (by Type) |
|---|---|---|
| Clothing & Accessories | 1.71% | Retargeting: 4.13 |
| Retail | 1.59% | Prospecting: 2.58 |
| Home & Garden | 1.52% | Lookalike: 2.43 |
| Pet Supplies | 0.99% | Sales Objective: 2.93 |
| Food & Drink | 0.88% | Engagement: 0.67 |
| Ecommerce Avg (All) | ~1.15% | Industry Median: ~2.21 |
✅ Retargeting campaigns consistently outperform other types.
✅ If CTR is under 0.8%, you may have fatigue or weak copy.
✅ Aim for ≥2.5 ROAS before scaling aggressively.
| Traffic Source | Avg Conversion Rate |
|---|---|
| 4.29% | |
| Direct Traffic | 3.0–5.0% |
| Organic Search | ~1.5–2.0% |
| Paid Search | ~2.0% |
| Social Media | ~1.8% |
| Facebook Ads | ~1.0–2.0% |