Most brands gauge live shopping success by viewer count, but that's a misleading metric. Top performers track five engagement metrics that actually predict conversions, achieving rates 9-30%—far above standard e-commerce.
Comments per minute is the strongest leading indicator of purchase intent. Average watch time reveals genuine audience engagement. Returning viewer rate is underrated; brands above 25% see add-to-cart rates near 34%. Product click-through rate during the stream offers a live buy signal. Finally, segmenting conversion data by product type helps optimize revenue per minute in future broadcasts.