Ecommerce KPIs
Revenue forecast from traffic.
Enter monthly sessions, expected monthly growth, conversion rate and AOV. See orders and revenue month by month and in total, optionally net of refunds.
Revenue = sessions x conversion rate x AOV. 20,000 sessions at 2% and a $60 AOV is 400 orders and $24,000 a month.
Your numbers
Result
Worked example
20,000 sessions in month 1, growing 5% a month, converting at 2% with a $60 AOV. Month 1: 20,000 x 2% = 400 orders x $60 = $24,000. Month 2: 21,000 sessions, 420 orders, $25,200. Month 3: 22,050 sessions, 441 orders, $26,460. Three-month total: $75,660 from 1,261 orders.
How it works
Orders = sessions x conversion rate; revenue = orders x AOV x (1 - refund share). Sessions in month k are the first month's sessions x (1 + growth)^(k-1).
GA4 defines "Sessions" as the number of sessions that began and "Purchase revenue" as revenue from purchases minus refunds. Enter a refund share if your AOV is before refunds, so the forecast is net like GA4 purchase revenue.
This is a what-if, not a prediction. Constant growth, conversion rate and AOV are assumptions; seasonality, new channels and discounts will move them. Enter figures from your own analytics and run several scenarios.
Use sessions with a session-based conversion rate, or users with a user-based one. Mixing the two overstates or understates orders.
Sources and basis (opened 2026-10-18): Analytics dimensions and metrics - Analytics Help (GA4). Session and purchase revenue definitions are from the GA4 page. The forecast is arithmetic on your inputs.
Inputs are user-entered figures. Results are planning estimates, not financial advice or a forecast of future performance. Everything runs in your browser. Nothing you type is sent or stored.
FAQ
How do you forecast ecommerce revenue from traffic?
Multiply sessions by conversion rate to get orders, then orders by average order value. Repeat for each month with the traffic growth you expect.
Which conversion rate should I use?
Your own: orders divided by sessions over a recent period, from your analytics. This page does not provide benchmarks.
Does the forecast include seasonality?
No. It applies one growth rate. For seasonal products, run separate forecasts for peak and off-peak months.
Why include a refund share?
If your AOV is measured before refunds, leaving them out overstates revenue. GA4 purchase revenue is already net of refunds.