--- title: "Build your ecommerce SEO KPI scorecard." description: "Track catalog indexing, non-branded clicks, purchases, and revenue per session. Give each KPI a source, formula, and monthly comparison." canonical: "https://scalewithsearch.com/articles/ecommerce-seo-kpis" date: "2026-03-20" modified: "2026-09-25" --- ## Site navigation - [Scale With Search](https://scalewithsearch.com/) - Real estate - Real estate - [Real estate](https://scalewithsearch.com/for/real-estate) - Work - Start here - [Send your brief](https://scalewithsearch.com/work#send-your-brief) - [Prepare your six-question brief](https://scalewithsearch.com/work#prepare-your-six-question-brief) - Build - [Site build, content library with SEO, signal desk](https://scalewithsearch.com/work) - For your business - Trades and home services - [Auto body and collision shops](https://scalewithsearch.com/for/auto-body-and-collision-shops) - [Foundation and home repair contractors](https://scalewithsearch.com/for/foundation-and-home-repair) - [Garage door and fencing contractors](https://scalewithsearch.com/for/garage-door-and-fencing-contractors) - [HVAC contractors](https://scalewithsearch.com/for/hvac-contractors) - [Janitorial and commercial cleaning companies](https://scalewithsearch.com/for/janitorial-and-commercial-cleaning) - [Locksmiths](https://scalewithsearch.com/for/locksmiths) - [Moving companies](https://scalewithsearch.com/for/moving-companies) - [Pest control companies](https://scalewithsearch.com/for/pest-control-companies) - [Plumbing and electrical contractors](https://scalewithsearch.com/for/plumbing-and-electrical-contractors) - [Restoration and water or fire damage companies](https://scalewithsearch.com/for/restoration-and-water-fire-damage) - [Roofing companies](https://scalewithsearch.com/for/roofing-companies) - [Towing companies](https://scalewithsearch.com/for/towing-companies) - [Tree services and landscaping companies](https://scalewithsearch.com/for/tree-services-and-landscaping) - [Solar installers](https://scalewithsearch.com/for/solar-installation) - [General contractors](https://scalewithsearch.com/for/general-contractors-and-construction) - [Paving, concrete, and flooring contractors](https://scalewithsearch.com/for/paving) - Practices and professional services - [Bookkeeping and tax practices](https://scalewithsearch.com/for/bookkeeping-and-tax-practices) - [Dental practices](https://scalewithsearch.com/for/dental-practices) - [Family and criminal defense law firms](https://scalewithsearch.com/for/family-and-criminal-defense-law-firms) - [Med spas and aesthetics practices](https://scalewithsearch.com/for/med-spas-and-aesthetics) - [Personal injury law firms](https://scalewithsearch.com/for/personal-injury-law-firms) - [Veterinary clinics](https://scalewithsearch.com/for/veterinary-clinics) - [Gyms and fitness studios](https://scalewithsearch.com/for/fitness) - [Therapy and outpatient health practices](https://scalewithsearch.com/for/therapy-and-outpatient-health) - [Medical billing companies](https://scalewithsearch.com/for/medical-billing) - [Insurance agencies](https://scalewithsearch.com/for/insurance-agencies) - [Financial advisors](https://scalewithsearch.com/for/financial-advisors) - [Property management companies](https://scalewithsearch.com/for/property-management) - [Recruiting and staffing agencies](https://scalewithsearch.com/for/recruiting-and-staffing) - [Architects and interior designers](https://scalewithsearch.com/for/architects-and-interior-designers) - [Logistics and supply chain companies](https://scalewithsearch.com/for/logistics-and-supply-chain) - Agencies, MSPs, and manufacturing - [IT and managed service providers](https://scalewithsearch.com/for/it-and-managed-service-providers) - [Machine shops and precision manufacturers](https://scalewithsearch.com/for/machine-shops-and-precision-manufacturing) - [Marketing agencies and freelancers](https://scalewithsearch.com/for/marketing-agencies-and-freelancers) - [SEO agencies and consultants](https://scalewithsearch.com/for/seo-agencies-and-consultants) - [Small manufacturers and fabricators](https://scalewithsearch.com/for/small-manufacturers-and-fabricators) - Restaurants, shops, studios, and nonprofits - [Restaurants and hospitality businesses](https://scalewithsearch.com/for/restaurants-and-hospitality) - [Retail stores and ecommerce sellers](https://scalewithsearch.com/for/retail-and-ecommerce) - [Photographers, event planners, and travel agents](https://scalewithsearch.com/for/photographers) - [Churches and nonprofits](https://scalewithsearch.com/for/churches-and-nonprofits) - [All industries](https://scalewithsearch.com/for/) - Learn - For your office - [Office job guides](https://scalewithsearch.com/guides/) - [Browser calculators](https://scalewithsearch.com/tools/) - Start here - [How it works](https://scalewithsearch.com/how-it-works) - [Free Starter Kit](https://scalewithsearch.com/kit/business-memory-starter-kit.zip) - [Synthetic specimen](https://scalewithsearch.com/specimen/working-session-specimen.zip) - Guides - [The Complete Guide to Business Memory for AI Agents](https://scalewithsearch.com/articles/business-memory-for-ai-agents-guide) - [The Complete Small-Business Guide to AI Agent Governance](https://scalewithsearch.com/articles/ai-agent-governance-guide-small-business) - [The Complete Guide to Leaving Vendor AI Memory](https://scalewithsearch.com/articles/leaving-vendor-ai-memory-guide) - Articles by cluster - [Business memory](https://scalewithsearch.com/articles/business-memory-for-ai-agents-guide) - [Agent governance](https://scalewithsearch.com/articles/ai-agent-governance-guide-small-business) - [Migration and ownership](https://scalewithsearch.com/articles/leaving-vendor-ai-memory-guide) - For machines - [llms.txt](https://scalewithsearch.com/llms.txt) - [llms-full.txt](https://scalewithsearch.com/llms-full.txt) - [Machine view](https://scalewithsearch.com/?view=machine) - Company - Evidence - [Proof](https://scalewithsearch.com/proof) - Company - [About](https://scalewithsearch.com/about) # Track the ecommerce SEO KPIs that tie organic search to revenue. A store owner gets a monthly SEO report with 40 charts. Traffic is up. Rankings are "improving." Nobody can say whether organic search sold more boots this month, or which part of the catalog it reached. A key performance indicator (KPI) is a number you track because a decision depends on it. For a store, SEO KPIs must answer four questions. Can Google find and index the catalog? Do shoppers see the store for the searches that matter? Do they arrive on the right pages? Does that traffic buy? This article defines the KPIs for each question, with the source and the formula for each. It gives no benchmark rates, because your baseline is the only fair comparison. ## Define the terms once Use these definitions everywhere in the scorecard: - **Organic** means the GA4 session default channel group "Organic Search," or clicks in the Google Search Console Performance report. - **Non-branded** means queries that do not contain your store name, your own product line names, or their misspellings. - **Page type** means a URL group: product pages, category pages, filter landing pages, and content pages. Define each group by a URL pattern, such as `/products/` or `/collections/`. - **Period** means one calendar month, compared with the same month a year earlier. Year-over-year comparison removes most seasonal effects. Write the brand pattern and the URL patterns down, and reuse them every month. A KPI that changes its definition cannot show a trend. ## Measure whether Google can find the catalog **Indexed share of sitemap URLs.** Source: the Page indexing report in Search Console, filtered to each sitemap. Formula: indexed URLs ÷ URLs submitted in the sitemap. Track it separately for product and category sitemaps. A falling share points to duplicate, thin, or blocked pages. **Crawl share on selling pages.** Source: server logs, with Googlebot verified by reverse DNS lookup. Formula: Googlebot requests to product and category URLs ÷ all Googlebot requests. A low share often means filter or parameter URLs absorb the crawl. The log method is in [log file analysis for SEO](/articles/log-file-analysis-seo). **Time to first crawl for new products.** Source: server logs and the store platform's product creation dates. Formula: the date of the first verified Googlebot request to a new product URL minus the product's publish date. Report the median for the month. ## Measure whether shoppers see the store **Non-branded organic clicks and impressions.** Source: the Search Console Performance report with a query filter set to "Doesn't match regex" and your brand pattern. Formula: the sum of clicks and of impressions for non-branded queries. Branded clicks mostly measure existing demand for the store. Non-branded clicks measure what SEO adds. **Click-through rate by page type.** Source: the Search Console Performance report, filtered by page URL pattern. Formula: clicks ÷ impressions. A page type with many impressions and a low rate needs better titles and descriptions, or richer results. **Average position for target phrases.** Source: the Search Console Performance report filtered to your list of category phrases, or a rank tracker. Search Console weights the average by impressions, so read it next to impressions, not alone. **Share of catalog that earns impressions.** Source: a Search Console export of pages with impressions, joined to the platform's list of indexable products. Formula: product URLs with at least one impression in the period ÷ indexable product URLs. This KPI shows how much of the catalog search actually reaches. **Rich result impressions.** Source: the Search Console Performance report, filtered by search appearance for merchant listings and product snippets. Formula: impressions and clicks for each appearance. It shows whether structured data work reaches shoppers. For a tour of these Search Console reports by job role, read [Google Search Console by role](/articles/google-search-console-by-role). ## Measure whether shoppers land on the right pages **Organic sessions by landing page type.** Source: the GA4 landing page report, filtered to Organic Search and grouped by your URL patterns. Formula: sessions per page type. A store whose organic traffic lands mostly on content pages has a different job than one whose traffic lands on category pages. **Organic landing sessions on out-of-stock products.** Source: GA4 landing page data joined to the platform's stock status by URL. Formula: organic sessions that land on an out-of-stock product ÷ all organic sessions that land on product pages. A high share means organic traffic arrives where it cannot buy. ## Measure whether organic traffic buys These KPIs need the GA4 ecommerce `purchase` event with revenue. For the report setup, read [GA4 SEO reports](/articles/ga4-seo-reports-guide). **Organic revenue.** Source: GA4 revenue for the Organic Search channel. State the attribution model next to the number, because it changes the result. **Organic conversion rate.** Formula: organic purchases ÷ organic sessions. **Revenue per organic session.** Formula: organic revenue ÷ organic sessions. It combines conversion rate and order value in one number, which makes it a strong single measure of traffic quality. **Organic average order value.** Formula: organic revenue ÷ organic purchases. **Organic share of revenue.** Formula: organic revenue ÷ total revenue. It shows how much the business depends on the channel. **Organic-assisted purchases.** Source: the GA4 attribution reports in the Advertising section, which show conversion paths. Formula: purchases whose path includes an organic session before the last touch. Shoppers often find a store through search and buy later through email or a direct visit. Since November 2023, GA4 has offered only data-driven and last-click attribution models. The wider method is in [attribution modeling for SEO](/articles/attribution-modeling-for-seo). ## Segment every KPI the same way Split each KPI by the same three dimensions every month: - branded against non-branded, where the source allows it; - page type; - device, because mobile and desktop shoppers behave differently. Keep the same segments in the same order in every report, so that a reader can compare months at a glance. For how different roles read the same numbers, read [SEO KPIs by role](/articles/seo-kpis-by-role). ## Set the cadence Check crawl share, indexing, and non-branded clicks each week for sudden changes. Examples are a robots.txt mistake or a template release that broke canonical tags. Review the full scorecard each month against the same month last year. Each quarter, decide what to change. Pick the categories to improve, the filter pages to add or block, and the content to write. Set alerts on the numbers that break fast. Alert on a large drop in indexed share or in non-branded clicks, and on a jump in 404 responses to Googlebot. Choose the thresholds from your own history, not from an industry figure. ## Worked example: one monthly scorecard The inputs are hypothetical. A store sells hiking boots in 40 sizes and 12 colors, with about 300 indexable products and 6 categories. **Catalog.** The product sitemap lists 300 URLs; the Page indexing report shows 270 indexed. Indexed share is 270 ÷ 300 = 90 percent. Of the 300 products, 180 earned at least one impression this month. Share of catalog with impressions is 180 ÷ 300 = 60 percent. **Crawl.** Verified Googlebot made 40,000 requests this month. Of those, 9,000 went to product and category URLs. Crawl share on selling pages is 9,000 ÷ 40,000 = 22.5 percent. Most of the rest went to filter URLs, so the owner opens a faceted navigation task. **Traffic and sales.** GA4 shows 12,000 organic sessions and 240 organic purchases. Organic conversion rate is 240 ÷ 12,000 = 2 percent. The owner divides organic revenue by 12,000 for revenue per organic session. The owner records it next to last year's value for the same month. **Reading.** None of these figures is good or bad on its own. The owner compares each with the same month last year and with the prior month. The crawl share and the 120 products without impressions become the two actions for the next month. The owner then checks whether those two numbers moved in the next scorecard. ## Keep the scorecard short A scorecard with 40 charts gets skimmed. Put one row per KPI. Show the number this period, the number for the same period last year, the change, and the source. Put the three or four numbers that drive this quarter's decisions at the top. Move the rest to an appendix that the owner reads only when a top number moves. ---- ```text .|########||. .|########||. .|########||. |##||. .||##|. |##||. .||##|. |##||. .||##|. |#|. .|#|. |#|. .|#|. |#|. .|#|. |#| |#| |#| |#| |#| |#| .#| |#. .#| |#. .#| |#. .#. .#| .#. .#| .#. .#| |#. .#| |#. .#| |#. .#| |# ...... #| |# ...... #| |# ...... #| .# ||#########| #| .# ||#########| #| .# ||#########| #| .#. |######||######|. .#. .#. |######||######|. .#. .#. |######||######|. .#. #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# # .||####|###########################|. # # .||####|###########################|. # # .||####|###########################|. # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || #. .######|#|#########| .# #. .######|#|#########| .# #. .######|#|#########| .# .#. |#####||||#####| .#. .#. |#####||||#####| .#. .#. |#####||||#####| .#. |# ||########|| #. |# ||########|| #. |# ||########|| #. |# ...... #| |# ...... #| |# ...... #| |#. .#| |#. .#| |#. .#| |#. .#. |#. .#. |#. .#. .#| |#. .#| |#. .#| |#. |#| |#| |#| |#| |#| |#| .|#|. .|#|. .|#|. .|#|. .|#|. .|#|. |##||. .||##| |##||. .||##| |##||. .||##| .||########||. .||########||. .||########||. Scale With Search 2026 [scalewithsearch.com](https://scalewithsearch.com) ```