跨境卖家必看：如何设置有效的SEO推广KPI绩效指标
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业务关键绩效指标
Business Key Performance Indicators
·销售额 Sales
按天、按月、按年记录销售额，能方便卖家按照时间维度细化整体业绩、促销活动表现。
Recording sales by day, month, and year helps sellers analyze overall performance and promotional campaign results across different time dimensions.
·利润 Profit
利润是尤其重要的指标，与销售额密切相关。利润是定价策略、管理效率、运输策略、库存存量等多项业务决策效果的最终体现。
Profit is a crucial metric closely related to sales. It reflects the final outcome of various business decisions including pricing strategy, management efficiency, shipping strategy, and inventory levels.
·订单管理 Order Management
及时处理弃购订单、滞销产品对日常运营至关重要。卖家需要撬动别的办法将冗余库存清出去，加大研发力度或重新选品扩充产品种类让店铺能够继续运转。
Timely handling of abandoned carts and slow-moving products is critical for daily operations. Sellers need to find alternative ways to clear excess inventory, increase R&D efforts, or expand product categories to keep the business running.
营销关键绩效指标
Marketing Key Performance Indicators
·转换率 Conversion Rate
转化率是指销售占访客总量的百分比。转换率可能因品类而异，一般来说2-10%这个区间会比较理想。
Conversion rate refers to the percentage of visitors who make a purchase. It varies by product category, with 2-10% generally considered ideal.
·ROAS（广告支出回报率） Return on Ad Spend
ROAS是指广告成本占所产生的毛利润的百分比。广告对于产品曝光和获客至关重要，无效的广告活动会迅速导致亏损。
ROAS measures advertising cost as a percentage of gross profit generated. Advertising is crucial for product exposure and customer acquisition, but ineffective campaigns can quickly lead to losses.
·电子邮件 Email Marketing
电子邮件打开率和点击率是必须关注的指标。卖家必须监测收监名单人员的邮件打开情况，并根据需要调整报价、邮件发送频次和创意。
Email open rates and click-through rates are essential metrics. Sellers should monitor subscriber engagement and adjust offers, frequency, and creative content accordingly.
不太重要的关键绩效指标
Less Important KPIs
·曝光 Impressions
曝光是访客查看内容的次数，无论其是否进行下一个动作。但是，没有转化的曝光是没有用的。
Impressions count how often content is viewed, regardless of subsequent actions. However, impressions without conversions are meaningless.
·网页跳出率 Bounce Rate
高跳出率可能表明页面有问题或广告有引导性，也可能意味着该页面迅速解决了访客的需求。
A high bounce rate may indicate page issues or misleading ads, but could also mean the page quickly satisfied visitor needs.
