To operate an effective online store you need to track as well as analyze and evaluate a lot of information related to different aspects. However, there is no single tool or platform that can analyze all of these indicators. So how can you save time and improve productivity in data analytics management?

An e-commerce dashboard allows you to integrate information from a variety of sources and display it visually centrally. You can manage and analyze all your data right here. In addition, it also allows you to export data as Excel files.

In this article, we will analyze the definition and benefits of an e-commerce dashboard as well as how to build one. In addition, e-commerce dashboard examples and information included in a dashboard will also be covered.

Continue reading to get a better understanding of the e-commerce dashboard and how to create it.


What is An E-commerce Dashboard?

An e-commerce dashboard is a place to aggregate and visually display essential data about business performance and business results. Allows administrators to have an overview of the business as well as specialize in each aspect.

The data displayed are usually sales trends, website traffic, likes, clicks, shares, business growth, and revenue,... They are aggregated from many sources such as Google Analytics, inventory management software, social media, financial reporting, etc.

With the eCommerce dashboard, you no longer have to trawl through huge amounts of data. You can display data in the form of tables, graphs, and charts for easy comparison. You can also view it in real-time or sort it by day, week, month, or even year.

Here’s an example dashboard:

 example dashboard

So, what’s this dashboard for?

This dashboard gives your eCommerce team an explicit overview of key financial and website KPIs. It allows you to track and analyze the core elements of your eCommerce businesses in real-time daily. And this means you'll always be on the lookout for the performance of your online store, without missing out on the key events of the customer journey and shopping experience.

  • Eliminate data silos by connecting your eCommerce platform, advertising channels, web analytics, fulfillment, loyalty, customer support, and more in one place for more holistic eCommerce statistics.
  • Instantly get an entire view of performance, with pre-built dashboards for eCommerce KPIs, marketing channels, customers, products, orders, inventory, and subscriptions
  • Drive customer acquisition and develop smart marketing strategies with powerful attribution, profitability, and lifelong value reporting for Facebook, Instagram, Google Ads, email, and more
  • Build brand loyalty and increase customer retention with customer segmentation and merchandise recommendations
  • E-commerce dashboards built specifically for subscription businesses assist you to track recurring revenue, growing subscribers, and reducing churn.

Some example templates: 





What To Include In An E-commerce Dashboard?

There is a lot of information about your business that you need to keep track of. You can't display all the information on the e-commerce dashboard. The most important information that should be displayed is what allows you to have an overview of the business's performance as well as the basis for you to make the most accurate decisions. They can be metrics of digital marketing, sales, and customer experience.

  • Digital marketing metrics: Traffic is essential for any eCommerce business. By monitoring the up and down trends of traffic and traffic sources, you can analyze the problem and pinpoint the cause for abnormal conditions, if any, so that remedial solutions can also be suggested. export easily. Traffic information includes average monthly traffic, traffic source, number of top organic keywords, customer acquisition cost for paid traffic, customer lifetime value, bounce rate, and email campaign metrics

  • Sales metrics: This will be the information that shows the current business situation of your business. It also allows you to compare with past figures. Business metrics include total sales, sales per item, gross profit margin, return on investment, number of transactions, average order value, average conversion rate, shopping cart abandonment rate, etc.

  • Experience metrics: This metric will tell you about the level of customer satisfaction. You can use this figure to suggest ways to improve the customer experience on your website. Includes information about the number of repeat customers, net promoter score, customer retention rate, customer lifetime value, and return rate.

Why Should I Start Using An E-commerce Marketing Dashboard?


Not only does it take a lot of time to track and analyze all information related to the business. Information coming from many different sources also makes management more difficult. An e-commerce dashboard is seen as the solution to this problem.

Faster, More Scalable Reporting

You don't have to work with each platform to have different metrics. Integrating data sources into the dashboard allows you to manage all your data in a single place. In addition, the data here will also be updated automatically and allows you to export the data as Excel files. So, you don't have to spend the last few days of each month racing to build reports. 

The dashboard for e-commerce is also more extensible. Once you've built your basic dashboard, you can quickly duplicate it and use it with a few tweaks for other audiences. This is a particularly useful point for advertising agencies with dozens or hundreds of clients. Or for a franchise that handles marketing and communications for its vast network of franchise partners.

Advanced Insight

You don't have to stop with your monthly e-commerce dashboard. You can also create more advanced dashboards designed to solve specific business problems.

For example, maybe you want to build a dashboard with a built-in calculator to determine where, when, and how much to spend on ads. That calculator - based on your historical performance data - can give you a better idea of what results your spending will generate, based on what happened in previous years.

Increased Accountability

Marketers face growing calls for accountability. Checkers want to make sure that the budget is contributing to the overall success of the business.

An e-commerce dashboard can give you all the metrics of marketing performance and costs. This allows you to easily report on the value of your marketing activities as well as a basis for determining a budget for the future. This can also give your marketing team a greater say in your organization's overall business strategy if your insights lead the company to develop new products or pursue new audiences.

Creating Your Ecommerce Dashboard In Google Analytics

Creating Your Own  Ecommerce  Dashboard  In Google Analytics

Google Analytics is one of the most commonly used eCommerce analytics tools. This is because it is relatively easy to use and accessible to beginners as well as advanced users. If you're using Google Analytics to track your metrics, we'll show you how to set up your eCommerce analytics dashboard.

Step 1: Create a New E-commerce Dashboard

The first step is to create a new dashboard through Google Analytics. Ensure you are signed in to your Google Analytics account so it will be automatically saved and easily accessible when you sign in.

PRO TIP: To make these changes, you need Collaborate, Edit, or Manage User's permission.

On the left menu, click “Customize” and then “Dashboard”. This will bring up your Dashboard menu, which lists all the dashboards for you and allows customization. To create a new dashboard, click “Create”.

 ecommerce dahsboard

Next, we’ll choose how we want the e-commerce dashboard to look when started, choosing between Blank Canvas (which comes with no widgets selected) or a Starter Dashboard (which comes with a default widget set). Dashboard templates can also be used by clicking “Import from Gallery.”

 ecommerce dashboard

Make a selection, name your dashboard, and then click “Create Dashboard.”

View more: Magento Google Enhanced Ecommerce Tracking - Scommerce Mage

Step 2: Add Widgets To Your e-commerce Dashboard

What you've got now is going to be pretty basic, either completely blank or featuring common KPIs. From here, you'll start adding widgets and customizing the layout of your dashboard. There are six sorts of widgets that Google Analytics offers:

Metric: Straight to the purpose, this widget displays text values for the metric being tracked.

Timeline: A line graph plots the performance of a metric over time, helping you identify trends. you'll also stack two different metrics for straightforward comparison.

Geomap: See data segmented by location and region, with metrics being displayed on a map. you'll hover over the areas of the map you would like to urge the particular metrics.

Table: Tables allow you to display up to 2 metrics during a table format, enabling you to match the performance of content, sources, and more.

Pie: Use colors to offer you a breakdown of metrics, showing you percentages in an easily accessible visual. Hovering over a neighborhood will offer you details of that segment.

Bar: a standard data visualization format, bar graphs will display up to 2 dimensions, allowing the bars to point out further segmentation.

When choosing, you would like to settle on if you would like to use standard or real-time statistics. Standard widgets refresh everyone in 15 to half-hour, while real-time widgets are continuously updating. The restriction of real-time data is that it only displays information on active users on your site.

 ecommerce dashboard

Choose which widget you're using from the list, ensuring you decide on the quality or Real-time list as required. After choosing the widget type, you'll then select the metric which will be displayed using that widget. Clicking the metric box will offer you an extended list of obtainable metrics to settle on from. you'll select any metric from this list and even search via keywords to seek out the metric you would like faster.

From here, you'll customize the knowledge displayed for this metric, filtering data for a deeper analysis. Filtering allows you to sort the info employing several parameters. For instance, to look at revenue specific to Facebook, you'll filter to only show data that comes from this channel.

 ecommerce dashboard

Once you’ve adjusted the filter to fit your needs, click Save. This will add it to your dashboard and make it functional for future use.

 ecommerce dashboard

That covers the basics of setting up your dashboard and getting the first widget operating. Next, we’ll learn how to add more widgets.

Step 3: Add Additional Widgets To Your e-commerce Dashboard

Now that you've started your dashboard, you can easily add more widgets, using the same method we outlined above. To do so, simply click on “+ Add Widget”. You can then choose the type of widget and the actual metrics to display.

ecommerce dashboard

Step 4: Integrate Revenue Data With The e-commerce Dashboard

To display revenue data on your dashboard, you need to connect Google Analytics to the e-commerce tool that manages your online store. You can do this with different e-commerce platforms, but you may need the developer to put the Google Analytics Web Tracking code for you.

For popular platforms like Shopify, setting up yourself is relatively straightforward. Here's how to connect Shopify data to your eCommerce analytics dashboard:

1. Click the Admin button at the bottom of the menu on the left, then select “E-commerce settings” in the third column, under View options.

2. From here, click the Enable Ecommerce button to toggle it to “On” to enable communication between Google Analytics and Shopify.

 ecommerce dashboard

3. Copy the Google Analytics code from the admin panel. Then go to Shopify and paste the code.

 ecommerce dashboard

4. Put Google Analytics code into your Shopify store by going to “Online Store” on the menu along the left of the screen, and then selecting “Preferences.

 ecommerce dashboard

5. Insert your Google Analytics code into the empty box for your Google Analytics account and accept.

 ecommerce dashboard

This allows for basic communication between these platforms, allowing you to conveniently track your revenue with your other metrics. It's now set up and you can easily add revenue-related metrics to the widgets the same way you would with other metrics. You can also use advanced eCommerce tracking through Shopify for deeper insights.

Enabling revenue tracking allows you to measure the following metrics:

  • Revenue
  • Revenue per user
  • Transactions
  • E-commerce conversion rate
  • Average order value
  • Product revenue

You can use these to create revenue-specific dashboards or add these metrics to other dashboards. This adds several different dashboard combinations, enhancing the amount of insight that you can quickly and conveniently plot using the e-commerce analytics dashboard.

5 E-commerce Dashboard Templates You Can Use Instantly

The Google Analytics solutions library has over 5,200 eCommerce dashboards that you can connect to your Google Analytics data with just a few clicks. Here are five of the best eCommerce dashboards available in the Google Analytics Solutions Gallery.

All-In-One E-commerce Dashboard

 All-In-One Ecommerce Dashboard

This dashboard gives you a snapshot of important data relevant to your business using simple charts and highlighting key revenue data. This dashboard shows:

  • Number of transactions in a selected period
  • How visitors and transactions compare.
  • Total revenue, conversion rate, and average order value.

E-commerce SEO Dashboard

 E-commerce SEO Dashboard

This eCommerce dashboard is perfect if you’re looking for an in-depth breakdown of how SEO affects your store. This dashboard shows:

  • Your net revenue from organic search.
  • The most viewed pages from search.
  • Total traffic generated from a search.

Mobile Ecommerce Dashboard

 Mobile Ecommerce Dashboard

This dashboard makes it simple to understand how mobile visitors interact with your site and how much revenue mobile visitors generate for your business. This dashboard shows:

  • How much of your site’s revenue is generated by mobile.
  • The most popular mobile devices and the bounce rates for each device.
  • Mobile average order value.

E-commerce For Decision Makers

This dashboard gives eCommerce business owners and decision-makers a clear and uncluttered overview of the data that matters most to their store. This dashboard shows:

  • Top-selling items
  • Sales by city.
  • Average order value, revenue, and total visits.
  • Cart abandonment rate.
  • Device conversion rate.

Social Media Dashboard

Social Media Dashboard

This Social Media Dashboard by Justin Cutroni helps you to understand exactly how social media traffic is helping your business. This dashboard shows:

  • Visits from social media (including new visits).
  • Which social media sites send the most traffic to your store.
  • Total revenue and revenue per visit from social media site referrals.

Do You Need A Custom E-commerce Dashboard?

It should be noted that there are several ways to approach the problem, based on your location in the origin of your online store. If you use an eCommerce platform, like BigCommerce, Shopify, or Magento, you can choose a specifically developed app or tool that was originally designed to be compatible with the platform of your choice.

In case you are interested in creating a unique custom eCommerce development, you have 4 options:

  • To integrate this website with a ready-made dashboard and analytics tool
  • To create a custom tool, just like you developed a unique online shop
  • To use ERP or BI integration to get access to neatly presented business data
  • To use a combination of the above

If you intend to customize your eCommerce Dashboard, please don't hesitate to contact us immediately for a free consultation.

Sources Of Data For Dashboard Creation

Some of the sources provide a great graphic representation of data by themselves with lots of traceable data points, but the benefit of the dashboard is that it combines the data from different sources and grants a granular focus on the info, unavailable otherwise.

It also allows users to pull all data to one page in the CMS – which has a major aggregation point needed for this specific role of access. For example, a CTO might want to know about any server functioning inconsistency. Every second in page loading time costs a store 100K a day or $2.5 million a year. But it’s still not necessarily a top priority for a CEO.

The key sources that may supply data to an eCommerce reporting software will be social networks, google tracking and analytics tools, CRM, payment systems, inventory management software, email marketing platform, warehouse software, Google Sheets, BI or ERP solutions if used, among many others:

  • Google Analytics
  • Google ads
  • Google BigQuery
  • GitHub
  • Amazon Aurora
  • Facebook Insights
  • Facebook ads
  • Facebook Business Manager
  • Instagram ads
  • LinkedIn Pages
  • LinkedIn Ads
  • Twitter
  • Youtube
  • Google My Business
  • Moz
  • Majestic
  • Kissmetrics
  • Infusionsoft
  • Mail Chimp
  • Adform
  • Click meter
  • SemRush
  • Ahrefs
  • Bing Ads
  • KeyMetrics
  • CSV files

CMSmart - Your trusted partner in the E-commerce field

An eCommerce dashboard will bring together all your important data in one place and keep your entire team on the same page while giving you a snapshot of your business. This means you can make sure you're achieving your goals and identifying new opportunities.

If you have any questions or concerns about the eCommerce dashboard, do not hesitate to contact us to get free consultancy. 

Thanks for reading!



Mrs. Selena is a highly accomplished professional specializing in e-commerce project development, support, and maintenance. With extensive experience in the field, she is known for her exceptional leadership, strategic thinking, and ability to deliver outstanding results.
As a seasoned expert in e-commerce, Mrs. Selena has successfully led numerous projects from conception to completion. Her expertise lies in developing robust e-commerce solutions, optimizing user experiences, and driving online sales growth. She excels at understanding client requirements, crafting effective strategies, and overseeing the implementation of complex projects.
In addition to project development, Mrs. Selena has a proven track record in providing ongoing support and maintenance for e-commerce platforms. She is skilled at identifying and resolving issues, ensuring smooth operations, and optimizing performance. Her attention to detail and problem-solving abilities make her a valuable asset in maintaining a seamless and reliable e-commerce environment.
Mrs. Selena's exceptional communication skills, coupled with her collaborative approach, enable her to work effectively with cross-functional teams, stakeholders, and clients. She is dedicated to staying up-to-date with the latest industry trends and continuously enhancing her knowledge in order to deliver cutting-edge solutions.
With her comprehensive understanding of e-commerce, strong leadership abilities, and commitment to excellence, Mrs. Selena is an invaluable resource for organizations seeking to maximize their online presence, drive sales growth, and provide exceptional customer experiences.