Ecommerce KPI Dashboard Template

At the end of each month, pull your actual figures from Shopify, Amazon Seller Central, Google Analytics, and your ad platform dashboards, then enter them into the Monthly Scorecard. The dashboard and trend charts update automatically. The Channel Performance sheet is worth filling in at the same time — the 10 minutes it takes to enter revenue and ad spend by channel gives you a clearer read on channel profitability than any platform dashboard will, because it's the only place you see all channels side by side on a level playing field.

The KPIs that matter most in ecommerce fall into three buckets. Acquisition and marketing metrics — ROAS, CAC, cost per click, and email-attributed revenue — tell you whether your spending is generating profitable customers or just volume. Order and operational metrics — AOV, conversion rate, cart abandonment rate, fulfillment rate, and return rate — tell you whether the storefront and product mix are working. Retention and profitability metrics — repeat purchase rate, customer lifetime value, gross margin by category, and contribution margin by channel — tell you whether the business has a real long-term foundation. Industry benchmarks: ecommerce conversion rates typically run 1.5–4% for direct-to-consumer sites; ROAS above 3x is generally considered healthy for most categories; gross margins of 30–55% are typical depending on product type and whether you're selling branded or commoditized goods.