The Most Important Metrics Every Aftermarket Brand Should Track (and How to Improve Them)
For aftermarket, automotive, and motorsport brands, tracking the right analytics metrics isn’t just about collecting data… it’s about using it to make better marketing decisions, optimize sales strategies, and increase revenue. Whether you’re selling wheels, suspension kits, high-performance brakes, or turbochargers, knowing what’s working (and what’s wasting your time and money) is essential. So sit back and relax as we go over the 10 essential analytics metrics your brand should be tracking, along with strategies to improve them if they’re under-performing.
1. Website Traffic & Source Breakdown
What It Measures:
The total number of visitors to your website and where they are coming from; organic search, social media, paid ads, direct visits, or referral links. A steady increase in website traffic is a good sign, but if it’s not converting into sales, there’s a deeper issue.
How to Improve It:
If organic search traffic is low, improve SEO by optimizing product pages, writing blog content about performance mods, and building backlinks from automotive websites.
If social media traffic isn’t converting, make sure your Instagram bio links to a clear landing page instead of just your homepage.
If your ad traffic isn’t performing, refine your audience targeting and A/B test different ad creatives.
Example Fix: If you’re getting visitors but no sales, analyze bounce rate and time on page. A high bounce rate may mean your site isn’t user-friendly or lacks engaging content.
2. Conversion Rate (CVR)
What It Measures:
The percentage of visitors who take a desired action… ie: making a purchase, signing up for a newsletter, or adding an item to their cart. A low conversion rate means that your website traffic is not turning into revenue.
How to Improve It:
If conversion rates are low, experiment with stronger CTAs. "Shop Now" may not be as effective as "Upgrade Your Build Today."
Use better assets like high-quality images, detailed product descriptions, and demo videos to remove buyer hesitation.
Offer fast checkout options, including PayPal, Apple Pay, and financing for high-ticket items.
Example Fix: If your store has high traffic but low conversions, add customer testimonials and trust badges to product pages to build credibility.
3. Cart Abandonment Rate
What It Measures:
The percentage of users who add products to their cart but leave before checking out. Cart abandonment is a huge problem in e-commerce, especially for high-performance, aftermarket products.
How to Improve It:
If shipping costs are causing drop-offs, offer free shipping on orders over a certain amount.
Use abandoned cart emails to remind customers of what they left behind, including a limited-time discount to incentivize completion.
Simplify checkout by reducing unnecessary form fields and allowing guest checkout.
Example Fix: If users abandon carts at the payment step, add alternative payment options such as Klarna or Affirm to break up costs for big-ticket purchases.
4. Average Order Value (AOV)
What It Measures:
The average dollar amount spent per transaction. Higher AOV means customers are spending more per order, increasing revenue without needing more traffic.
How to Improve It:
Offer product bundles (e.g., "Buy coilovers, get sway bars for 20% off").
Add cross-sell and upsell suggestions at checkout to encourage upgrades.
Use free shipping thresholds ("Spend $250+ to get free shipping") to boost order size.
Example Fix: If customers are only buying one product at a time, add a “Customers Also Bought” section that recommends complementary products.
5. Customer Lifetime Value (CLV)
What It Measures:
The total revenue a customer generates over their relationship with your brand. If customers buy once and never return, CLV is too low… meaning you’re spending too much on acquisition and not enough on retention.
How to Improve It:
Start a VIP loyalty program where returning customers earn discounts or early access to new products.
Offer exclusive deals to repeat buyers, such as free shipping or members-only discounts.
Use email retargeting to remind past customers about new arrivals or upgrades.
Example Fix: If past customers aren’t returning, send a “Next Step Upgrade” email series based on their last purchase.
6. Return on Ad Spend (ROAS)
What It Measures:
The revenue generated from paid advertising compared to the cost of running those ads. If ROAS is below 2x, your ads aren’t profitable - and a minimum 2x ROAS is a Pitlane Guarantee.
How to Improve It:
If Facebook or Google Ads aren’t performing, narrow your audience targeting to specific automotive enthusiasts instead of general car owners.
A/B test ad creatives, headlines, and CTAs to see which combination converts best.
Improve your landing pages so ad traffic leads directly to high-converting product pages.
Example Fix: If your Google Ads click-through rate is high but ROAS is low, the problem may be poor landing page experience. Optimize your site for speed and ease of navigation.
7. Social Media Engagement Rate
What It Measures:
The percentage of followers who interact with your content, such as likes, comments, shares, and saves. A high follower count means nothing if engagement is low.
How to Improve It:
Post more user-generated content, customer builds, and before/after transformations.
Use interactive features like polls, Q&A, and giveaways to boost engagement.
Focus on short-form videos: Reels and TikToks consistently get higher engagement than static posts.
Example Fix: If engagement is low, post tutorial-style videos or behind-the-scenes shop tours to create an emotional connection with followers.
8. Email Open & Click-Through Rates (CTR)
What It Measures:
How many people open your emails and click on links inside them. Email marketing is one of the highest-ROI channels; but only if people engage with it.
How to Improve It:
If open rates are below 20%, test subject lines with urgency, like "Last Chance: 20% Off Ends Tonight."
If CTR is low, use more visual-heavy emails with bold CTAs.
Personalize emails based on past purchases instead of sending generic campaigns.
Example Fix: If emails aren’t converting, segment customers by interest (drifting vs. time attack vs. off-road) and send targeted product recommendations.
9. Customer Acquisition Cost (CAC)
What It Measures:
How much it costs to acquire a new customer. If CAC is too high, you’re spending too much on paid ads and not leveraging organic channels.
How to Improve It:
Focus on SEO and content marketing to attract organic traffic.
Create a referral program to turn existing customers into brand advocates.
Retarget past website visitors instead of constantly chasing new audiences.
Example Fix: If CAC is rising, shift ad spend to retargeting campaigns for visitors who already know your brand.
10. Brand Search Volume
What It Measures:
How often people search for your brand name online. Higher brand search volume means you’re building strong awareness in the market.
How to Improve It:
Partner with influencers and teams to get your brand in front of more enthusiasts.
Run branded content campaigns that educate and entertain, not just sell.
Example Fix: If your brand isn’t getting searched, launch an SEO-focused content strategy with tuning guides and mod comparisons to attract organic search interest.
Final Thoughts
Tracking the right metrics separates brands that guess from those that grow. Understanding where traffic comes from, how customers interact with your site, and what drives conversions allows you to make smarter marketing decisions. If your numbers aren’t where they should be, small optimizations (whether it’s refining your ad strategy, improving your website experience, or increasing customer retention) can make a significant impact.
At Pitlane Media & Marketing, we help performance and motorsport brands turn raw data into real results. If you’re ready to fine-tune your marketing strategy and maximize performance, let’s talk… contact us today and get your winning strategy in the Pitlane!
