One metric every ecommerce team should stop using

Summary

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Podcast Summary:

Voices of Search – "One metric every ecommerce team should stop using"
Host: Jordan Cooney
Guest: Katie Morrow, Director of Managed Services at ProductsUp
Date: April 10, 2026

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Episode Overview

In this episode, the Voices of Search podcast explores the topic of key metrics in ecommerce SEO and content marketing, focusing specifically on whether there is a single metric that ecommerce teams should discard. Host Jordan Cooney discusses with guest Katie Morrow the utility of granular data, emphasizing actionable strategies for data-driven growth, and briefly touches on approaches to test AI-driven revenues in ecommerce.

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Key Discussion Points and Insights

1. The Question of Outdated or Useless Metrics

[00:42 - 01:05]

• Jordan Cooney launches the conversation with the central question: “What's one metric you wish every ecommerce team would stop using?”
• Katie Morrow emphasizes the opposite view, advocating for more data rather than less:
  • “Nothing. Give me more. Give me more information, more granular. So I'm going to tell you nothing. I want to see it all and I want it at the SKU level, if not the variance level.” — Katie Morrow [00:53]
• The central insight: Granularity is critical. Rather than reducing metrics, teams should strive for deeper, more detailed data—down to individual SKU (Stock Keeping Unit) and even variant levels.

2. Fast, Practical Testing of AI-Driven Revenue

[02:33 - 02:45]

• Jordan Cooney asks:
  “What's the fastest small test you'd run to prove feed driven AI revenue?”
• Katie Morrow advises a highly pragmatic approach:
  • “Just send one SKU and see how long it takes — top performing product on the website.” — Katie Morrow [02:39]
• Key takeaway: To validate feed-driven AI revenue potential, start with a minimal viable experiment using your best-selling product for swift, measurable results.

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Notable Quotes & Memorable Moments

• On the value of more granular data:
  “I want to see it all and I want it at the SKU level, if not the variance level.”
  — Katie Morrow [00:53]

• On agile testing:
  “Just send one SKU and see how long it takes — top performing product on the website.”
  — Katie Morrow [02:39]

• On data’s primacy:
  “The answers are always in the data.”
  — Jordan Cooney [02:45]

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Important Timestamps

• 00:42: Introduction of guest Katie Morrow, and the core question about ecommerce metrics
• 00:53: Katie Morrow’s take on not eliminating any metrics, advocating for hyper-granularity
• 02:33: Jordan’s question about testing feed-driven AI revenue
• 02:39: Katie’s advice on conducting a small, rapid test using a top SKU
• 02:45: Jordan underscores the importance of data-driven answers

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Summary & Takeaways

• Main Message: There isn’t a “bad” metric that should be eliminated by ecommerce teams; instead, the focus should be on increasing the granularity of insights—analyze everything possible, especially at granular levels (SKU/variant).
• Actionable Advice: To validate new AI revenue tools or strategies, begin with a simple, focused test (e.g., push a single, top-performing SKU) to generate proof quickly.
• Philosophy: Effective ecommerce SEO and content marketing should be rooted in robust, detailed data—any attempt to over-simplify tracking could mean missed opportunities for optimization.

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For listeners pressed for time: This episode powerfully argues that more data (not less) provides the clarity needed for strategic decision-making in ecommerce SEO, and it’s best to test new ideas in the smallest viable way for clear ROI.

Transcript

[Podcast Announcer]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.

[Jordan Cooney]

I'm Jordan Cooney and joining me today is Katie Morrow, Director of managed services at ProductsUp. What's one metric you wish every e commerce team would stop using?

[Katie Morrow]

Nothing. Give me more. Give me more information, more granular. So I'm going to tell you nothing. I want to see it all and I want it at the SKU level, if not the variance level level.

[Sponsor Voice]

Time for a one minute break to hear from our sponsor Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO that's Previsible P R E V I S I B L E I O.

[Jordan Cooney]

What's the fastest small test you'd run to prove feed driven AI revenue?

[Katie Morrow]

Just send one SKU and see how long it takes top performing product on the website.

[Jordan Cooney]

Okay, that's all for today, but until next time remember, the answers are always in the data,

[Sam]

Sam.