What are the top KPIs for CPG companies?




LEARN THE BEST GROWTH APPROACH FOR CONSUMER PRODUCT STARTUPS AND PRODUCT LAUNCHES. CLICK HERE.



The KPIs for CPG  depend on the channels sold.

If sold direct-to-consumer, the top metrics I track include:

  1. Marketing spend;
  2. Message engagement rates (email, social views, social shares, hashtags, etc);
  3. Click throughs;
  4. Conversions;
  5. Average Order Value;
  6. Cost per click;
  7. Cost per visitor;
  8. Cost per order;
  9. Cart abandon rate;
  10. Cancels/Declines/Returns rates;
  11. Return on advertising spend (ROAS) or marketing efficiency ratio (MER);
  12. Lifetime value, calculated at least over 12-months, but can be also much sooner depending upon the product repurchase cycle.
  13. ROI

If sold in retail, the top metrics I track include:

  1. Units/door/week sold per retailer;
  2. Sales order change from 52-weeks prior;
  3. Weeks of inventory on hand that I have;
  4. Weeks of inventory on hand that the retail account has;
  5. Retailer weeks of inventory target number;
  6. Value of outstanding purchase orders;
  7. Product returns
  8. Retailer ROI and tradespend and penalties
  9. PO delivery on-time rate
  10. Out of stock percentage
  11. Logistics costs to revenue ratio

My background is consumer product and CPG startups through low 9-figures in revenue, so I cannot speak to the top metrics tracked for larger CPG’s. I would think they track the above plus additional ones.

Click here to download the spreadsheet for this post.



I post what I see and do in consumer products. But I am just one person with my own perspective. I want your opinion and observations from your point of view. Please comment below so I and others can learn. Thank you!


2018-12-08T14:02:14+00:00By |Categories: Downloads, Finance|Tags: , |0 Comments

About the Author:

I am a startup and growth company expert: sold 1, built 5, and crashed 2. I develop, launch and grow consumer products through uncommon methods that can lead to more sales – faster – and can make a company and its products more appealing to consumers and resellers, with less risk. More about me here.

Leave A Comment