Daily KPI dashboard for a COD operation: 12 numbers and the order to read them

João Victor Ramos · 2026-10-07

To run an efficient COD e-commerce operation, it’s crucial to monitor your KPIs daily. Here are 12 essential numbers and the order in which to analyze them:

1. SPEND: Check the total amount invested in ads. A good start is to track spend against your daily budget. Aim to keep spend below 20% of projected revenue.

1. ORDERS: Total number of orders placed that day. This metric helps you understand audience acceptance and campaign efficiency.

1. COST PER ACQUISITION (CPA): Calculate CPA by dividing total ad spend by the number of orders. A CPA above 30% of average revenue per order could be concerning.

1. CONFIRMATION: Evaluate the order confirmation rate. A low number may indicate issues with the customer journey or checkout process.

1. DELIVERY: Track the percentage of orders delivered on time. Ideally, this number should be above 90%.

1. RETURNS: Track the return rate. Keep it below 5%, since an increase may indicate issues with product quality or customer expectations.

1. MARGIN PER DELIVERED ORDER: Calculate the margin (revenue - product cost - shipping cost) divided by the number of orders delivered. This metric is crucial for understanding the operation’s actual profitability.

1. CASH: Check your cash position at the end of the day. It’s essential to ensure cash flow is positive to cover operating expenses.

1. ALERT: Set alerts for critical KPIs. For example, if CPA exceeds 30% or the return rate goes above 5%, there should be an immediate action plan.

1. TOOL: Use FreeSpy to spy on ads and identify market trends. This can help you optimize your campaigns and reduce unnecessary spend.

1. CONVERSION RATE: Calculate the conversion rate by dividing the number of orders by total site visitors. A rate below 2% may indicate the need to adjust the product page or offer.

1. LTV (LIFETIME VALUE): Estimate the average value a customer brings over time. This helps you understand whether CPA is appropriate for the return generated.

This order for reviewing these KPIs allows for a quick and efficient analysis, making it easier to make decisions. Whenever a number is outside the ideal range, evaluate the corrective actions needed.

What’s your average CPA in COD operations?