What's Included in the E-Commerce Report Template:
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Work-ready E-Commerce Report Template - get started in minutes
Channel E-Commerce Reporting table
Monthly E-Commerce Reporting table
Product E-Commerce Reporting table
All the E-Commerce report metrics you need to measure your business performance
Pre-filled examples E-Commerce Reporting tables to start quickly & easily
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I grabbed the E-Commerce Reporting Template, what's next?
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Who should download this template?
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You are a beginner or intermediate in E-Commerce Analytics, looking to get started
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You are an E-Commerce Analyst, looking for a quick & easy eCommerce reporting template
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You are a Digital Marketer looking to organize your eCommerce reporting and measure what matters
Frequently Asked Questions on
E-Commerce Reporting Template
What are the most important e-commerce metrics?
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Sales: The number of transactions (eCommerce Purchases)
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Revenue: The amount of revenue generated via eCommerce Sales
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Conversion Rate: The percentage of website visitors who complete a desired action, such as making a purchase. It is a fundamental metric for measuring the effectiveness of your website in converting visitors into customers.
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Customer Acquisition Cost (CAC): The cost of acquiring a new customer, including marketing expenses, advertising, and sales efforts.
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Average Order Value (AOV): The average amount spent by a customer per order. Increasing the AOV can boost revenue without needing to acquire more customers.
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Cart Abandonment Rate: The percentage of visitors who add items to their shopping cart but leave the website before completing the purchase. Reducing cart abandonment is essential for increasing conversion rates.
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Return on Advertising Spend (ROAS): The revenue generated from advertising campaigns compared to the advertising cost. It helps assess the effectiveness of your advertising efforts.
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Customer Reviews and Ratings: Monitoring customer reviews and ratings can provide insights into product satisfaction and overall customer experience.
Which tools should I use to track my e-commerce performance?
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Google Analytics or equivalent software: Google Analytics provides valuable insights into website traffic, user behavior, conversions, and more. It helps track e-commerce transactions, revenue, and product performance.
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E-commerce Platform Analytics: Many e-commerce platforms (e.g., Shopify, WooCommerce, Magento) offer built-in analytics and reporting features to monitor sales, orders, and customer data specific to your store.
What is the best format for an e-commerce report?
3rd Party Dashboard Tools: The best option is to use interactive e-commerce reports, dedicated dashboard tools like Tableau, Looker Studio, or Microsoft Power BI
Alternatively you can deliver your eCommerce report on any of the following file formats:
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Google Sheets
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Microsoft Excel (.xlsx)
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Microsoft PowerPoint (.pptx)
How To Report on your eCommerce Performance
E-Commerce Reporting Metrics That Matter
AWARENESS
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Website Sessions or Mobile App Visits
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Website Sessions refer to your website traffic, website visits to all your website page
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Mobile App Visits refer to the number of visits to your mobile
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Cost Per Session or Cost Per Mobile App Visit
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Cost per Session refer to the total number or website visits divided by your marketing cost
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Cost per Mobile App visit refer to the total number of mobile app visits divided by marketing cost
CONSIDERATION
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Add To Carts
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Add to Carts refer to the total number or times a user added one or more products to the cart
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% Drop Off Rate From Website or Mobile App Visit to Add To Cart
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% of Drop Off Rate from Session or Mobile App Visits to Add to Cart refers to the ratio of sessions or mobile app visits that did not result in the user adding one or more products to your eCommerce basket
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Checkouts
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Checkouts refer to the number of times users proceeded from Add to Cart to Checkout
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% Drop Off Rate From Add To Cart to Checkout
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% of Drop Off Rate from Add to Cart to Checkouts refers to the ratio of Add to Carts that did not result in the user proceeding to Checkout
PURCHASE
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Sales
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Sales refer to the number of times users completed an eCommerce transaction
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Cost Per Sale
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Cost per Sale refers to the total marketing cost divided by the number of eCommerce transactions
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Revenue
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Revenue refers to the $ dollar amount generated by your eCommerce transactions
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Average Order Value (AOV)
Average Order Value (AOV) refers to the average $ dollar amount generated for every eCommerce transaction
(Revenue / Total number of eCommerce transactions)
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Return on Ad Spend (ROAS)
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ROAS (return on ad spend) is the return you are generating from every paying customer as a result of your marketing activity ((Revenue - Marketing Cost) / (Marketing Cost)). A better way to calculate ROAS is to base it on the revenue of the customer lifetime value of each customer rather than a single sale