How to Review Your Year-End Analytics to Grow in 2025
Your 2024 numbers hold everything you need to know to make 2025 better.
December is for selling, but it's also for looking back. If you don't review your numbers for the year, you'll repeat the same mistakes in 2025. The good news: you don't need to be a data analyst. You just need to look at the right metrics.
The 6 metrics that matter
Don't get lost in dashboards with 50 charts. Focus on these:
1. Total revenue vs. previous year Did you grow? By how much? If you don't have last year's data, this is your starting point for comparison in 2025.
2. Conversion rate Buyers divided by total visitors. In Chilean ecommerce, 1-3% is normal. If you're below 1%, you have a conversion problem. If you're above 3%, you're doing great.
3. Average order value How much does each customer spend on average? This number tells you whether you need to sell more units or higher-priced products.
4. Customer acquisition cost (CAC) Everything you spent on marketing divided by the new customers you acquired. If your CAC is higher than your margin per customer, you have a problem.
5. Repeat purchase rate What percentage of your customers bought more than once? If it's below 10%, your retention needs urgent work.
6. Best-selling vs. least-selling products The classic 80/20 -- probably 20% of your products generate 80% of your revenue. Identify which ones they are and double down on them.
How to do the review in practice
Block two hours on a quiet day in December. Open a simple spreadsheet with these columns:
| Metric | 2024 value | 2025 goal | Concrete action |
|---|---|---|---|
| Total revenue | $X | +20% | Launch 2 more campaigns |
| Conversion rate | 1.8% | 2.5% | Improve product pages |
| Average order value | $25,000 | $30,000 | Implement bundles |
| CAC | $8,000 | $6,000 | Invest more in email |
| Repeat purchases | 12% | 20% | Loyalty program |
You don't need anything more sophisticated than this. What matters is that every number has a concrete action attached to it.
Where do I get this data?
- Shopify Analytics -- has all the basics built in. Sales, product, and customer reports
- Google Analytics 4 -- traffic, behavior, acquisition sources
- Your payment gateway -- Transbank, Flow, or MercadoPago have transaction reports
- Social media -- Instagram and Facebook Insights show reach and engagement
- Your email platform -- Mailchimp, Klaviyo, or whatever you use gives you open and click rates
The questions you should answer
Beyond the numbers, ask yourself these questions:
- Which campaign worked best and why? Repeat it in 2025
- Which product surprised you? Sometimes success comes from where you least expect it
- Where did you lose the most customers? At checkout? During shipping? That's your opportunity
- What did you do that you won't repeat? Just as valuable as knowing what worked
- What didn't you do because of time constraints? That's your priority list for January
The best ecommerce businesses I know do this review every year. It's not glamorous, but it's what separates those who grow from those who stagnate. Put in those two hours -- your 2025 self will thank you.
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