{"id":8467,"date":"2026-03-30T06:59:55","date_gmt":"2026-03-30T06:59:55","guid":{"rendered":"https:\/\/www.geotelecom.es\/?p=8467"},"modified":"2026-04-09T14:58:13","modified_gmt":"2026-04-09T14:58:13","slug":"measuring-results-makes-ecommerce-grow","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/","title":{"rendered":"Why measuring results is what really makes an ecommerce grow?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">There is a reality in many ecommerce: <strong>important decisions are made without being clear about what is really going on<\/strong>. You invest in campaigns, launch promotions or change prices, and then look at a single metric: turnover.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If it goes up, everything seems to be going well; if it goes down, alarm bells ring. But turnover alone does not explain anything. It's just the bottom line. That's why the <a href=\"https:\/\/www.geotelecom.es\/en\/web-analytics\/\">web measurement<\/a><strong> is a central part <\/strong>of the <a href=\"https:\/\/www.geotelecom.es\/en\/digital-strategy\/\">digital strategy<\/a> of each business, because it allows to understand the real impact of each action, to make informed decisions and to optimize the investment in an effective way.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#El_problema_de_fondo_tomar_decisiones_sin_contexto\" >The underlying problem: making decisions without context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#Medir_no_es_opcional_si_quieres_optimizar\" >Measuring is not optional if you want to optimize<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#KPIs_que_marcan_la_diferencia_en_tu_ecommerce\" >KPIs that make the difference in your ecommerce<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#1_Coste_de_adquisicion_CAC\" >Acquisition cost (CAC)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#2_Rentabilidad_de_la_inversion_ROAS_y_ROI\" >2. Return on investment (ROAS and ROI)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#3_Tasa_de_conversion\" >Conversion rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#4_Valor_del_cliente_LTV\" >4. Customer value (LTV)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#5_Margen_real\" >5. Actual margin<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#6_ACOS_y_eficiencia_publicitaria\" >6. ACOS and advertising efficiency<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/medir-resultados-hace-crecer-ecommerce\/#Medir_bien_cambia_la_forma_de_tomar_decisiones\" >Measuring well changes the way decisions are made<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_problema_de_fondo_tomar_decisiones_sin_contexto\"><\/span>The underlying problem: making decisions without context<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When not measured correctly, what happens is quite simple: <strong>you start to operate by intuition<\/strong>. More is invested in a channel \u201cbecause it seems to work\u201d, campaigns are cut without knowing if they were profitable and reactive decisions are made instead of strategic ones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the medium term, this always takes its toll. In ecommerce, <strong>every euro invested must have a logic behind it<\/strong>, and that logic only appears when you understand your numbers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Medir_no_es_opcional_si_quieres_optimizar\"><\/span>Measuring is not optional if you want to optimize<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A key idea that should be clear from the outset: <strong>what cannot be measured, cannot be improved<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's not about accumulating more data or filling dashboards that no one uses. It is about identifying the indicators that directly affect profitability and growth. These are the real levers of the business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"KPIs_que_marcan_la_diferencia_en_tu_ecommerce\"><\/span>KPIs that make the difference in your ecommerce<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond superficial metrics, there are indicators that allow us to really understand what is happening:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Coste_de_adquisicion_CAC\"><\/span>Acquisition cost (CAC)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The ACC answers a basic question: \u00bf?<strong>how much does it cost to get a customer?<\/strong> Without this data, it is impossible to know if your marketing investment is sustainable and how much you can afford to invest in order to grow.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Rentabilidad_de_la_inversion_ROAS_y_ROI\"><\/span>2. Return on investment (ROAS and ROI)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">ROAS indicates how much you earn for each euro invested in advertising. It is useful, but incomplete. ROI goes one step further, as it considers the real profit. <strong>This is where many ecommerces discover that campaigns that \u201cwork\u201d <\/strong>in revenue may not be truly profitable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Tasa_de_conversion\"><\/span>Conversion rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not everything depends on traffic. In many cases, the problem is not in attracting users, but in converting them. The conversion rate <strong>helps to detect frictions in the purchasing process<\/strong>, problems with the value proposition or misalignments in the customer experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Valor_del_cliente_LTV\"><\/span>4. Customer value (LTV)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not all customers are worth the same or generate revenue at the same rate. <strong>LTV allows us to understand how much a customer brings in over time<\/strong>, This completely changes the way we invest and plan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Margen_real\"><\/span>5. Actual margin<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Selling more does not always mean earning more. Between product, logistics, marketing and structural costs, margin <strong>determines whether the business is really profitable<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_ACOS_y_eficiencia_publicitaria\"><\/span>6. ACOS and advertising efficiency<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The ACOS indicates <strong>what percentage of revenue is being spent on advertising<\/strong>. It is especially useful for <a href=\"https:\/\/www.geotelecom.es\/en\/blog\/properly-configured-google-ads-account\/\">adjusting campaign efficiency and avoiding overinvestment<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Medir_bien_cambia_la_forma_de_tomar_decisiones\"><\/span>Measuring well changes the way decisions are made<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When the data is clear, so are the decisions. You stop distributing the budget uniformly or by intuition, and <strong>you start to allocate it according to actual performance<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You invest more in the channels that generate profitable customers.<\/li>\n\n\n\n<li>You adjust or eliminate those that do not meet objectives.<\/li>\n\n\n\n<li>You detect improvement opportunities quickly.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Although it may seem like a simple change, it has a direct impact on profitability. <strong>An ecommerce that measures correctly not only grows more, but also grows better.<\/strong>The ability to anticipate, correct deviations and scale without compromising results is greater. Measuring is not a technical or secondary task, but a central part of the business. If you don't measure well, you don't really know what's going on, and you don't really know what's happening. <strong>if you don't know what's going on, you can't make good decisions<\/strong>. The change is not in doing more actions, but in better understanding the results: measuring, analyzing, adjusting and investing with criteria.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>There is a reality in many ecommerce: important decisions are made without being clear about what is really happening. They invest in campaigns, launch promotions or change prices, and then look at a single metric: turnover. If it goes up, it looks like everything is going well; if it goes down, alarm bells go off. But turnover alone doesn't explain anything. It's just the bottom line. That's why web measurement is a central part of every business's digital strategy, because it allows you to understand the real impact of each action, make informed decisions and optimize investment effectively. The underlying problem: making decisions without context When you don't measure correctly, what happens is quite simple: you start to operate by intuition. You invest more in a channel \u201cbecause it seems to work\u201d, you cut campaigns without knowing if they were profitable, and you make reactive decisions instead of strategic ones. In the medium term, this always takes its toll. In ecommerce, every euro invested must have a logic behind it, and that logic only appears when you understand your numbers. Measuring is not optional if you want to optimize A key idea that should be clear from the beginning: what you don't measure, you can't improve. It's not about accumulating more data or filling dashboards that no one uses. It is about identifying the indicators that directly affect profitability and growth. These are the real levers of the business. KPIs that make a difference in your ecommerce Beyond superficial metrics, there are indicators that allow you to really understand what is happening: 1. Cost of acquisition (CAC) The CAC answers a basic question: how much does it cost to get a customer? Without it, it is impossible to know whether your marketing investment is sustainable and how much you can afford to invest to grow. Return on investment (ROAS and ROI) ROAS indicates how much you earn for every euro invested in advertising. It is useful, but incomplete. ROI goes a step further, as it considers the actual profit. This is where many ecommerce companies discover that campaigns that \u201cwork\u201d in revenue may not be really profitable. Conversion rate It's not all about traffic. In many cases, the problem is not in attracting users, but in converting them. Conversion rate helps to detect friction in the buying process, problems with the value proposition or mismatches in the customer experience. 4. Customer value (LTV) Not all customers are worth the same or generate revenue at the same rate. LTV allows you to understand how much a customer brings in over time, which completely changes the way you invest and plan. Real margin Selling more does not always mean earning more. Between product, logistics, marketing and structural costs, the margin determines whether the business is really profitable. ACOS and advertising efficiency ACOS indicates what percentage of revenue is being spent on advertising. It is especially useful for adjusting the efficiency of campaigns and avoiding overinvestment. Measuring well changes the way you make decisions When the data is clear, so are the decisions. You stop distributing the budget evenly or by intuition, and start allocating it according to actual performance: Although it may seem a simple change, it has a direct impact on profitability. An ecommerce that measures correctly not only grows more, but also grows better: it is better able to anticipate, correct deviations and scale without compromising results. And, above all, it stops relying on assumptions: measuring is not a technical or secondary task, but a central part of the business. If you don't measure well, you don't really know what's going on, and if you don't know what's going on, you can't make good decisions. The change is not in doing more actions, but in understanding the results better: measuring, analyzing, adjusting and investing judiciously.<\/p>","protected":false},"author":1,"featured_media":8468,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,27],"tags":[],"class_list":["post-8467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analitica-web","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u00e9 m\u00e9tricas debes medir en tu ecommerce para crecer - Geotelecom<\/title>\n<meta name=\"description\" content=\"Te contamos las m\u00e9tricas esenciales para medir que te permitir\u00e1n tomar decisiones informadas y tener un an\u00e1lisis global de tu crecimiento online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/measuring-results-makes-ecommerce-grow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e9 m\u00e9tricas debes medir en tu ecommerce para crecer - 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