Most merchants track revenue and conversion rate. Almost none track the support metrics that predict churn, LTV, and brand reputation. Here's what to measure.
Revenue, conversion rate, ROAS — every Shopify merchant tracks these. But the metrics that predict long-term growth? Almost nobody measures them. The stores that compound fastest track their customer experience as rigorously as their acquisition funnel.
The 6 metrics that matter
- 1First Response Time (FRT): Time between email receipt and first reply. Benchmark: under 30 minutes for AI, under 4 hours for human. Impact: directly correlates with repurchase rate.
- 2Resolution Rate: Percentage of tickets resolved without escalation. Benchmark: 85%+. Low resolution rate indicates knowledge base gaps.
- 3Customer Satisfaction Score (CSAT): Post-resolution satisfaction survey. Benchmark: 4.3/5+. Track by ticket category to identify weak spots.
- 4Ticket Volume per Order: Support tickets divided by orders. Benchmark: under 3%. Rising ratio indicates a systemic problem with product, shipping, or communication.
- 5WISMO Rate: Percentage of tickets that are WISMO requests. Benchmark: under 5% of order volume. Higher than 10% means your proactive notification system is broken.
- 6Post-Support Repurchase Rate: Percentage of customers who bought again within 90 days of a support interaction. Benchmark: 35%+. Below this suggests your support is resolving tickets but not building loyalty.
