Retailers gear up for Q4 with big plans, bigger ad budgets, and even higher hopes—but are you measuring what actually matters? Beyond the usual suspects like ROAS or conversion rates, some lesser-known metrics can reveal critical growth levers or lurking inefficiencies.

Here are 7 insightful (and often ignored) metrics every retailer should audit before Q4:

1. Time to First Purchase (TTFP)

This metric shows how long it takes a new visitor to go from browsing to buying. A long TTFP means potential customers might need more trust signals, better product education, or a tighter email nurture sequence.

2. Customer Support Tickets Per Order

If support requests spike relative to orders, you’ve got friction—unclear shipping info, confusing product details, or buggy checkout. Q4 order volume will magnify this problem if not addressed now.

3. Product Affinity Index

What products are most often bought together? Understanding this allows for smarter bundling, cross-sell promotions, and recommendation engines—perfect for boosting average order value during gift-giving season.

4. Cart Abandonment Rate

Still one of the most costly leaks. If abandonment is high, test faster checkout flows, trust badges, or better shipping transparency. Every recovered cart is a near-zero-cost win during Q4.

5. Repeat Purchase Rate (RPR)

Q4 is a flood of first-time buyers. But what happens in Q1? A strong RPR tells you whether your brand builds loyalty or loses shoppers after one hit. Audit it now to design retention campaigns ahead of time.

6. Traffic Source Profitability

Not all traffic is equal. You might be pouring budget into sources that drive volume but little margin. Track profit per source, not just clicks or ROAS, to prioritize the highest-value channels in Q4.

7. Email Click-Through and Open Rates

Email remains a holiday workhorse. Declining CTRs could mean poor subject lines, irrelevant content, or over-segmentation. Fix your sequences before inboxes overflow with seasonal promos.

Auditing these lesser-discussed metrics gives you a smarter, deeper pulse on your business and a tactical edge over competitors. Clean up now, so you can scale profitably when it matters most.