The KPI Audit: Is Your Funnel Healthy Enough to Scale?

Hey there, it’s Patrick from TVG.

If your sales feel stuck…

Or scaling ads feels like burning cash… it’s probably not only the ads.

It’s the funnel.

Here’s the KPI audit checklist we use with every client to spot what’s broken (and where the growth levers are):

Traffic & Engagement

• CTR (Click-Through Rate on Ads): Aim for 1–2% on cold traffic (higher for retargeting).

• CPC (Cost Per Click): $0.50–$1.50 for most e-commerce niches.

• Site Bounce Rate: Keep it under 50% (lower is better).

On-Site Conversion

• Conversion Rate (Sitewide):

  • Average brands: 1–2%.

  • Scaling brands: 3%+.

• Add-to-Cart Rate: 5–8%.

• Checkout Completion Rate: 40–60%.

Customer Acquisition

• CAC (Customer Acquisition Cost): Should be no more than 30–40% of AOV (unless you have a strong subscription model or LTV).

Retention & Lifetime Value

• Email & SMS Revenue Share: 30–40% of total revenue.

• Returning Customer Rate: 25–40% depending on industry.

• LTV (60–90 Day): Should be at least 2x CAC to profitably scale.

Offer & AOV

• AOV (Average Order Value): Should be growing over time via bundles, upsells, and subscriptions.

• Email Subscription Opt-In: Aim for 8–12% of new customers joining.

Your Scorecard

If any of these metrics are far below benchmark, that’s the bottleneck.

Fix it first, before scaling ads, launching new products, or dumping more budget into traffic.

When your funnel is healthy, scaling isn’t a guessing game. It’s math.

Want a full KPI audit of your brand (and a plan to fix what’s broken)?

[Book a Call Here]

– Patrick O’Driscoll

CEO, The Visionary Group