A quarterly review checklist for ecommerce clients

Numbers

• MER and blended CAC for the quarter against the break-even lines, month by month.
• Contribution margin by product group, and whether supplier or shipping costs changed.
• New against returning customers, and the repeat rate of recent cohorts.

Work

• Tests run, their verdicts and what was learned. Retire ideas that failed twice.
• Channel mix and whether any channel deserves a holdout test.

Health

• Tracking: purchase event, windows and UTM standard still correct after store changes.
• Definitions sheet: still accurate, and dated.
• Access and connections: who can do what, and whether any of it should be removed.

Plan

• Three priorities for the next quarter, each with an owner and a number.
• Anything we will stop doing, and why.