PrestaShop is the most popular e-commerce platform in France, with over 100,000 active stores. Yet when it comes to analytics, PrestaShop merchants are the forgotten ones.
In this article, we review the 5 essential metrics every PrestaShop merchant should track weekly — and why native stats are no longer enough.
1. Net margin per order
Revenue means nothing without margin. After shipping, payment fees, returns and product costs, the real margin is often 30 to 40% lower than expected.
“A merchant we work with discovered their best-selling product had a negative margin of -2.30 EUR per sale. They had been selling at a loss for 8 months.”
Net margin = Selling price (excl. tax)
- Product cost (COGS)
- Shipping costs
- Payment commission
- Returns share
- Marketing costs2. Repeat purchase rate
How many customers buy a second time? On PrestaShop, this metric is invisible. Yet it's one of the best health indicators.
| Sector | Average | Top performers |
|---|---|---|
| Fashion | 25-30% | 40-50% |
| Beauty | 35-45% | 55-65% |
| Food | 40-50% | 60-70% |
| Home | 15-20% | 25-35% |
| B2B | 50-60% | 70-80% |
Track your repeat rate automatically
Fullmetrix calculates your repeat purchase rate, cohorts and LTV from your PrestaShop data.
Try for free3. True ROAS per channel
The ROAS in Meta or Google Ads is overestimated by 20-40%. The only way to get reliable ROAS is to cross-reference ad spend with real orders.
Export ad spend
By channel: Meta, Google, TikTok. Use actual spend, not planned budgets.
Export PrestaShop orders
With acquisition source (UTM or first touch).
Cross-reference
Real revenue per channel / spend per channel = true ROAS.
Compare
The gap with platform-reported ROAS will surprise you.
What Fullmetrix does automatically
Direct connection to Meta, Google and TikTok Ads. ROAS on actual sales. Automatic alerts when a channel drops below profitability.
4. Customer LTV
LTV measures total revenue per customer. If your LTV is 150 EUR and CAC is 40 EUR, your LTV:CAC ratio is 3.75x — excellent. Below 3x, you need to act.
5. Cohort analysis
A cohort groups customers by first purchase period. It shows how each group behaves over time.
- How many repurchase at month 2, 3, 6?
- Which acquisition month produces the best customers?
- Do your campaigns attract loyal or one-time buyers?
PrestaShop Stats vs Fullmetrix
| Feature | PrestaShop Stats | Fullmetrix |
|---|---|---|
| Revenue | ||
| Order count | ||
| Net margin per order | ||
| Real profit | ||
| Repeat purchase rate | ||
| Customer LTV | ||
| Cohort analysis | ||
| True ROAS | ||
| Audience sync | ||
| Auto digests |
Get serious analytics
Connect your PrestaShop store in 5 minutes. All these metrics, automatically.
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