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Ecommerce analytics & KPI dashboard

Ecommerce analytics & KPI dashboard examples and reporting templates

Transform your online store data into actionable insights with an automated ecommerce analytics dashboard template that consolidates information from Shopify, Klaviyo, Mailchimp, Google Business Profile, and other sources. Track sales performance, monitor marketing attribution across channels, analyze customer behavior, and optimize product strategies based on real-time data from your ecommerce platforms.

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What is an ecommerce analytics dashboard?

An ecommerce analytics dashboard serves as a unified visualization platform that transforms raw data from multiple online store systems into clear, actionable business intelligence. These dashboards aggregate critical metrics from platforms like Shopify, email marketing tools, and local business profiles to provide store owners with comprehensive visibility into sales trends, customer behavior, and marketing performance.

Unlike static reports, a modern ecommerce KPI dashboard delivers real-time insights that enable quick decision-making for inventory management, marketing optimization, and revenue growth. Through automated data integration via Coupler.io, these dashboards eliminate manual reporting tasks while ensuring accuracy and timeliness of your business metrics.

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What reports should be included in ecommerce analytics & KPI dashboards?

A comprehensive ecommerce analytics dashboard requires multiple interconnected reports that provide complete visibility into your online store's performance across all critical business areas. Based on our analysis of successful Shopify, email marketing, and local business dashboards, we recommend incorporating these four essential report types that work together to deliver actionable insights for revenue optimization, customer understanding, and strategic decision-making.

Sales performance report

The foundation of any effective ecommerce KPI dashboard template lies in comprehensive sales tracking that monitors revenue trends, order volumes, and transaction patterns over time. This report consolidates data from your Shopify store to display monthly sales dynamics, order status breakdowns, and financial performance indicators. Key components include revenue comparisons across different periods, order fulfillment tracking, and payment status monitoring. The sales performance report enables store owners to identify seasonal patterns, spot growth opportunities, and address potential issues in their order processing workflow before they impact customer satisfaction.

Marketing attribution report

Understanding which marketing channels drive actual sales requires sophisticated attribution tracking that connects advertising spend to revenue outcomes. This report combines data from multiple advertising platforms with your Shopify sales data to show the complete customer journey from initial ad impression to final purchase. The marketing attribution analysis tracks platform-specific performance, calculates return on ad spend, and identifies the most cost-effective channels for customer acquisition. This insight proves essential for optimizing marketing budgets and scaling successful campaigns while eliminating underperforming advertising investments.

Customer behavior report

Analyzing how customers interact with your store and marketing communications reveals patterns that directly impact revenue and retention strategies. This report integrates email marketing performance from Klaviyo and Mailchimp with actual purchase data to show which campaigns drive the highest value customers. The customer behavior analysis tracks acquisition costs, lifetime value calculations, and retention rates across different customer segments. Understanding these patterns helps optimize email marketing strategies, improve customer targeting, and develop more effective retention campaigns that increase overall profitability.

Geographic performance report

Location-based analytics provide crucial insights for expanding market reach and optimizing regional marketing strategies through comprehensive geographic data analysis. This report combines Shopify sales data with Google Business Profile insights to show revenue distribution across different countries and regions. The geographic analysis reveals which markets generate the highest order values, identifies shipping optimization opportunities, and highlights areas for potential business expansion. These insights enable data-driven decisions about international shipping policies, regional marketing investments, and local SEO strategies.

What insights you can get with the ecommerce KPI dashboard

Multi-channel marketing attribution

Find this insight in the Shopify Sales Funnel Dashboard

Track the complete customer acquisition journey across multiple advertising platforms and channels to understand which touchpoints drive actual revenue. The ecommerce KPI dashboard for Shopify reveals how ad impressions from Facebook, Google, and other platforms convert into website visitors and eventually paying customers. This comprehensive attribution analysis shows platform-specific ROI, identifies the most cost-effective channels, and enables strategic budget reallocation for maximum marketing impact.

Product performance analysis

Find this insight in the Klaviyo Email Campaign Performance Dashboard for Shopify Store

Identify your top-selling products by revenue and quantity while understanding which items generate the most profit from different marketing channels. The integrated analysis from our ecommerce analytics dashboard template shows which products perform best through email campaigns versus organic traffic. This detailed product breakdown helps optimize inventory management, prioritize marketing efforts for high-performing items, and identify opportunities to promote underperforming products through targeted campaigns.

Order status tracking

Find this insight in the Shopify Orders Dashboard

Monitor the complete order lifecycle from creation to fulfillment with detailed status breakdowns, including paid, pending, refunded, and partially paid transactions. Our ecommerce KPI dashboard template provides comprehensive visibility into order financial status, cancellation reasons, and payment processing issues that affect cash flow. This detailed order tracking helps identify patterns in payment problems, reduce refund rates, and optimize the checkout process to minimize abandoned or problematic orders.

Customer segmentation analysis

Find this insight in the Shopify Orders Dashboard

Analyze the balance between new customer acquisition and returning customer retention through detailed segmentation of purchase patterns and revenue contribution. The Shopify dashboard reveals customer behavior trends by comparing new versus returning customer metrics over time, showing both transaction volume and sales value for each segment. This segmentation analysis helps optimize marketing spend allocation between acquisition campaigns and retention strategies while identifying periods when customer loyalty programs or new customer incentives may be most effective.

How to create an ecommerce analytics & KPI dashboard?

Step 1

Go to the ReadMe tab, where you can see instructions on how to set up the ecommerce analytics & KPI dashboard template.

Step 2

Click the button to set up the Coupler.io connector for your ecommerce store in Shopify and related systems like Klaviyo, Mailchimp, Google Business profile, etc.

Step 3

Follow the instructions to prepare and load data into the sales funnel reporting dashboard.

Step 4

Go back to Coupler.io to configure the schedule for the data refresh of your dashboard.

Metrics you can track with an ecommerce analytics & KPI dashboard template

Total revenue

Monitor your store's complete revenue performance across all sales channels with detailed breakdowns by time periods, product categories, and customer segments. This fundamental ecommerce metric provides the foundation for all business decisions and growth strategies.

Order volume and status

Track the total number of orders processed through your store, including pending, fulfilled, refunded, and partially paid transactions. Understanding order patterns helps optimize inventory management and identify potential fulfillment issues before they impact customer satisfaction.

Average order value

Measure the average amount customers spend per transaction to understand purchasing behavior and identify opportunities for upselling or cross-selling strategies. Tracking AOV trends helps optimize pricing and promotional strategies for maximum revenue impact.

Email campaign conversion rate

Monitor how effectively your email marketing campaigns convert subscribers into paying customers by tracking the percentage of email recipients who complete purchases. This metric helps optimize email content, timing, and targeting for better sales results.

Product performance by revenue

Track which products generate the most revenue for your store through direct sales and marketing campaigns. This metric helps optimize inventory decisions, marketing focus, and product development strategies based on actual sales performance.

Customer retention rate

Measure the percentage of customers who make repeat purchases within specific time periods to understand loyalty and lifetime value. High retention rates indicate strong customer satisfaction and effective retention marketing strategies.

Local business engagement

Track customer interactions with your Google Business Profile including phone calls, website clicks, and direction requests. This metric helps optimize local SEO strategies and understand how local marketing efforts drive actual business results.

Email open rate

Monitor the percentage of email recipients who open your marketing campaigns to evaluate subject line effectiveness and audience engagement. This metric helps optimize email timing, segmentation, and content strategy for better campaign performance.

New vs returning customer ratio

Analyze the balance between acquiring new customers and retaining existing ones by tracking the proportion of first-time buyers versus repeat customers. This ratio helps optimize marketing budget allocation between acquisition and retention strategies.

Order refund rate

Track the percentage of orders that result in refunds to identify potential product quality issues or customer satisfaction problems. Monitoring refund patterns helps improve product offerings and reduce revenue loss from returns.

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