Monitoring KPIs for Revenue Growth

Revenue growth can be broken down into a simple, powerful formula:

Total Revenue = Number of Sessions × Conversion Rate × Average Order Value

This formula explains why multiple KPIs matter when monitoring revenue. Revenue does not grow by chance—it increases when you attract more visitors, convert a higher percentage of them into buyers, or increase how much each customer spends.

The KPI screens in the platform are designed around this model, allowing you to see exactly which lever is driving (or limiting) your revenue growth.

Monitoring Progress Once Actions Are Underway

Once your Revenue Goals and Key Tasks are defined and actions are underway, the next step is monitoring whether those activities are actually moving the needle.

The platform allows you to track this at any time by viewing a set of dedicated KPI graphs that show how your performance is progressing against Revenue Growth.

These graphs provide both high-level results and early signals, helping you identify what’s working—and what needs adjustment—before revenue is impacted.

Tracking Performance Against Targets

Your account manager can add monthly targets to your KPIs, which appear directly on the graphs. This allows you to:

• Compare actual performance vs targets
• Spot underperformance early
• Adjust tactics before the quarter ends

This turns reporting into an active decision-making tool rather than a retrospective review.

How to View the KPI Graphs

To view the graphs:

1. Log into your Dashboard

2. Click on the GOALS link within AIVA

You will then see the following five graphs, displayed one after the other:

• Revenue
  (Broken down by month across the current year)

• Website Traffic / Sessions
  (12-month view)

• Conversion Rate
  (12-month view)

• Average Order Value
  (12-month view)

• Orders
  (12-month view)

Understanding the Graphs

Each graph displays three lines:

• ACTUAL (Blue)
  Shows your real performance so far this year

• PREVIOUS YEAR (Turquoise)
  Shows your real performance last year

• TARGETS (Green jagged line)
  Displays only if your account manager has set targets
  Allows direct comparison between planned vs actual performance

The following is an example of the graph for Revenue.  See how the green line is the target revenues set for each month which is a 10% increase on the previous year - and the blue line is the actuals so far this year.  This graph would be what you would see during March - and March would be the estimated expected total revenue for the end of March.

Current Month Figures

• Estimated figures for the current month are shown after day 7 of the month
  (This allows enough data to generate reliable projections)

• All graphs update nightly, ensuring you always see the latest performance data

Viewing Previous Years’ Performance

We also include the same 5 graphs from the previous year (they are at the end of slideshow - the slideshow is 10 graphs - the 5 current graphs followed by the same 5 graphs from last year).

This allows you to compare current performance against prior years.

Conversion Rate

Conversion Rate shows the percentage of visitors who complete a purchase.

A rising conversion rate indicates:

• Improved product pages
• Better checkout experience
• Stronger customer trust

Revenue growth without improved conversion often means increased marketing spend rather than efficiency gains.

Average Order Value (AOV)

AOV measures how much customers spend per transaction.

Improving AOV is one of the fastest ways to grow revenue without increasing traffic, through:

• Bundles
• Upsells
• Cross-sells
• Minimum spend incentives

Sessions / Website Traffic

Traffic measures the number of visitors to your site.

While traffic alone does not guarantee revenue, increasing qualified traffic typically increases revenue potential. If traffic rises but revenue does not, it may indicate conversion issues.

Orders

Orders measures how many orders were made each month. 

If you’d like help interpreting these graphs or setting meaningful KPI targets, your account manager can walk you through them during your next review.