What to track.
WHAT TO MEASURE
Time from order to dispatch Delivery success rate Delivery failure rate by area and courier Damage and loss rate Return rate and reasons Complaint rate
THE DISPATCH TIME
The part you control entirely.
If orders sit for days before dispatch, that is a process problem, not a courier problem.
DELIVERY FAILURE BY AREA
Tells you where to stop offering delivery or change approach.
BY COURIER
Tells you when to change courier.
Track it rather than relying on impression.
RETURN REASONS
Tells you what to fix on product pages.
WHAT GOOD LOOKS LIKE
Consistent dispatch within your stated time Low failure rate Few complaints about delivery
WHAT TO REVIEW
Monthly. Fix the largest problem, then look again.
WHAT NOT TO DO
Assume delivery problems are unavoidable.
Most are fixable with better addresses, better packaging or a different courier.
