7 Effective E-Commerce Dashboard Examples & Free Templates

We’re here to make your life easier.

In this guide, we’ll show you 7 effective e-commerce dashboard examples built to visualize and explain performance to your stakeholders in seconds.

We’ll also share free templates that you can use right away with your data.

Whether you’re an ecommerce manager trying to centralize reporting or an agency proving ROI to clients, these ecommerce dashboard examples will help you:

• Connect marketing spend to real revenue
• Spot drops in conversion rate or margin instantly
• Track profit, not just sales and orders
• Present performance clearly in under five seconds

7 E-Commerce Dashboard Examples (+ Free Templates)

Jump to the E-Commerce dashboard example you want to see:

1. Cross-channel e-commerce dashboard example
2. Shopify dashboard example with Google Ads
3. Shopify sales dashboard example
4. WooCommerce dashboard example with Google Ads, Facebook Ads, and Klaviyo
5. BigCommerce dashboard example
6. Pinterest Ads dashboard example
7. Amazon Ads dashboard example

1. Cross-channel E-Commerce Analytics Dashboard Example

See the full example and use it for free

Who it’s for:

• Ecommerce Managers who need a single source of truth across Meta, Google, TikTok, LinkedIn, Pinterest, and Shopify.
• Agency account managers who want one clean performance dashboard that proves cross-channel impact without juggling spreadsheets.

Channels connected:

• Meta (Facebook & Instagram Ads)
• Google Ads
• TikTok Ads
• LinkedIn Ads
• Pinterest Ads
• Shopify
• WooCommerce

This multichannel ecommerce dashboard example gives you a complete performance overview across all paid channels and your store data in one place. Instead of jumping between ad platforms and your ecommerce backend, it aggregates everything into one structured, decision-ready report.

The first tab acts as your executive-level “cover” overview, showing aggregated KPIs across channels—so stakeholders immediately understand what’s driving revenue, where ad spend is going, and how profitable your marketing efforts really are.

How to use this analytics ecommerce dashboard:

What metrics should an ecommerce dashboard include?

The key to a high-performing ecommerce dashboard isn’t more metrics—it’s the right key performance indicators in the right place.

1️⃣ Cover Tab (All Channels Overview)

This is your executive snapshot.

Include:

• Total revenue
• Total ad spend
• ROAS (blended across paid channels)
• Conversions
• Customer acquisition cost (CAC)
• Average order value (AOV)
• Conversion rate
• Total impressions & clicks

This tab aggregates performance from Facebook Ads, Google Ads, TikTok, and other paid channels into one view. It answers:

• Are we profitable?
• Are we scaling efficiently?
• Is revenue growing faster than ad spend?

Always show a KPI snapshot at the very top before diving into breakdowns. Stakeholders shouldn’t have to scroll to understand performance.

2️⃣ Meta (Facebook & Instagram Ads) Tab

Track:

• Spend
• ROAS
• Cost per purchase
• Purchases
• CTR
• CPC
• Conversion rate
• Campaign & ad performance breakdown
• Audience demographics

3️⃣ Google Ads Tab

Track:

• Spend
• Conversions
• ROAS
• CPC
• CTR
• Search vs Display breakdown
• Keyword performance
• Landing page performance

4️⃣ TikTok Ads Tab

Track:

• Spend
• Purchase ROAS
• Conversion rate
• Video views & engagement metrics
• Top-performing creatives
• Audience breakdown

5️⃣ Pinterest Ads

Track:

• Total spend
• Conversions
• Total conversions value
• ROAS
• Impressions
• Pin clicks
• Cost per click

6️⃣ Shopify (Store Performance) Tab

Track:

• Gross sales
• Net sales
• Total sales
• Orders
• AOV
• Refunds
• Discounts
• Shipping
• Product performance
• Sales by channel

Best practices for building ecommerce dashboards analytics:

✅ Keep all marketing channels in one place—organized by tabs within a single ecommerce dashboard to create a true single source of truth.

✅ Start with an aggregated “Cover” tab that shows total revenue, total ad spend, blended ROAS, conversions, CAC, and AOV for instant executive clarity.

✅ Structure every tab the same way: KPI summary row at the top → performance trend graphs → detailed campaign/ad/product breakdown tables.

✅ White-label instantly with Whatagraph IQ Themes by uploading your brandbook or a screenshot—automatically apply brand fonts and colors across the entire report. Add custom images to the report.

✅ Use Whatagraph IQ Summary to auto-generate data-backed performance commentary, including wins, risks, recommendations, and custom insights—then refine with business context.

✅ Automate report delivery on specific dates and frequencies (weekly for marketing teams, monthly for leadership, real-time links for clients) to eliminate manual exports and reporting chaos.

See more: 9 cross-channel digital marketing report templates

2. Shopify Dashboard Examples #1 - Shopify Dashboard with Google Ads

See the full example and use it for free

Who it’s for:

• Ecommerce brands running Google Ads and wanting to understand how ads lead to more revenue and profit
• Agencies managing paid search for ecommerce clients who need to prove profit impact
• Founders who want to see exactly how much money Google Ads is making (or losing)

Channels connected: Shopify, Google Ads

This Shopify and Google Ads dashboard example connects store performance data from Shopify (total sales, gross profit, orders, customers, ordered quantity, returned quantity, refunds) with Google Ads spend and conversions.

Instead of reporting on revenue and ad spend separately, it calculates what actually matters:

• Contribution margin = Gross profit − Google Ads spend
• Net profit = Contribution margin − Fixed expenses (e.g., wages)
• ROAS = Total revenue ÷ Google Ads spend
• POAS (Profit on Ad Spend) = Gross profit ÷ Google Ads spend

This shows how much more sales and profit your ads are contributing towards, and how much more revenue your client is getting even after spending on ads.

How to use:

Key metrics to visualize and how to structure:

The structure in this Shopify e-commerce business dashboard example follows a profitability-first approach:

1. Executive profitability snapshot
2. Revenue & margin trends
3. Store performance metrics
4. Product-level profitability
5. Google Ads campaign profitability
6. Top-performing ads

Here’s how it’s structured.

1️⃣ Executive Snapshot (Profit-Focused KPIs)

Start with KPI cards:

• Total revenue
• Gross profit
• Google Ads spend
• Contribution margin (Gross profit − Ad spend)
• Net profit (Contribution margin − Fixed expenses)

This section answers:

• Is Google Ads driving profitable growth?
• How much profit remains after ad spend?
• Are fixed expenses eating into margins?

2️⃣ Revenue & Margin Trends

Include a trend graph showing:

• Revenue
• Contribution margin
• Net profit

This makes it easy to see:

• When profitability spikes
• When ad spend reduces margin
• How seasonality affects profit, not just revenue

3️⃣ Store-Level Performance (Shopify Data)

Pull in:

• Orders
• Customers
• Ordered quantity
• Returned quantity
• Refunds
• Average order value

4️⃣ Top Products by Revenue, Gross Profit & Net Profit

Break down products by:

• Revenue
• Gross profit
• Net profit
• Customers
• Orders
• Average order value

This table shows:

• Which products are most profitable
• Which products generate revenue but weak margin
• Where to allocate more ad budget

Scaling ads without product-level profitability insight is risky. This section removes the guesswork.

5️⃣ Google Ads Campaign Profitability Table

For each Google Ads campaign, include:

• Conversions
• Clicks
• Average CPC
• Cost
• Revenue
• Gross profit after ad spend
• Gross profit margin
• Average order value
• ROAS
• POAS

This allows you to answer:

• Which campaigns are revenue-positive but profit-negative?
• Which campaigns generate strong POAS?
• Where should budget be increased or cut?

ROAS alone can be misleading. POAS tells you whether the campaign actually generates profit.

6️⃣ Top Performing Google Ads (Creative View)

Include a carousel-style section showing:

• Clicks
• Average CPC
• Conversions
• POAS

This makes creative performance directly tied to profit—not just engagement.

If a creative has high clicks but low POAS? It attracts traffic but not profitable traffic.

Best practices for a Shopify + Google Ads dashboard:

✅ Always show contribution margin (Gross profit - Google Ads spend) and net profit alongside revenue and ad spend—profitability must be visible at a glance.

✅ Track both ROAS (revenue efficiency) and POAS (profit efficiency). Revenue growth without profit growth is not sustainable.

✅ Break down profitability at the campaign level—not just account level—to guide smarter budget reallocation.

✅ Use product-level profit breakdowns to identify which SKUs deserve more ad investment.

✅ Create custom profitability metrics easily in Whatagraph:

• Choose your data sources (Shopify + Google Ads)
• Select the metrics you want
• Apply a mathematical function (e.g., minus for contribution margin, divide for ROAS or POAS)
• Save the custom formula as a reusable template

This means you can calculate Contribution Margin, Net Profit, ROAS, and POAS once—and reuse them across all client dashboards without rebuilding from scratch.

3. Shopify Dashboard Examples #2 - Shopify Sales Dashboard

See the full example and use it for free

Who it’s for:

• Ecommerce managers who need full visibility into Shopify store performance
• Founders and leadership teams reviewing weekly or monthly revenue
• Agencies reporting on store results beyond ad metrics

Channels connected: Shopify (native integration)

This Shopify analytics dashboard example focuses on what actually matters for an online store: revenue, orders, profitability, and product performance. It connects gross sales, net sales, returns, discounts, and shipping costs in one structured view so you can see where revenue is growing—and where it’s leaking.

Unlike a generic store view, this template ties together operational data and performance insights, making it ideal for both internal optimization and stakeholder reporting.

How to use this Shopify ecommerce sales dashboard:

Metrics to visualize in the Shopify reporting dashboard:

The layout in the Shopify dashboard analytics example follows a clean structure:

1. Performance snapshot
2. Sales performance overview
3. Sales over time
4. Sales channel breakdown
5. Product performance
6. Revenue funnel
7. Recommendations

Here’s how to structure it for maximum clarity.

1️⃣ Executive Snapshot (Top Section)

Start with KPI cards at the very top:

• Total sales
• Orders
• Progress vs goal
• Date range
• Average order value (AOV)

This gives stakeholders instant context before diving deeper.

If you're presenting this weekly or monthly to leadership, this becomes your Shopify reporting dashboard view—clear, fast, decision-ready.

2️⃣ Sales Performance Overview

Track:

• Gross sales
• Net sales
• Total sales
• Shipping revenue
• Discounts
• Returns
• Tax

This is where profitability becomes visible.

3️⃣ Sales Over Time

Include:

• Gross sales trend line
• Net sales trend line
• Orders over time

Trend visualization helps you identify:

• Seasonal spikes
• Revenue drops
• Promotion impact
• Inventory or campaign effects

This is where Shopify dashboard analytics becomes powerful—you’re not just seeing totals, you’re seeing momentum.

4️⃣ Sales Channel Performance

Break down:

• Gross sales by channel
• Net sales by channel
• Total sales
• Shipping
• Tax
• Average order value per channel

This reveals:

• Which sales channels drive real revenue
• Which channels have high discount dependency
• Where shipping or tax impacts margin

It’s especially useful for brands selling across multiple storefronts or marketplaces.

5️⃣ Product Performance

Track:

• Gross sales by product
• Net sales by product
• Total sales
• Shipping contribution
• Average order value per product

6️⃣ Orders & Revenue Funnel

Include:

• Ordered quantity
• Returned quantity
• Average units ordered
• Revenue funnel visualization (Gross → Net → Total sales)
• Total conversion rate

This makes your Shopify analytics dashboard actionable—not just descriptive. You see exactly where value is lost between gross revenue and net revenue.

Best practices for a Shopify dashboard:

✅ Start with high-level KPI cards (total sales, orders, AOV) before diving into breakdowns.

✅ Always compare gross sales vs net sales to identify revenue leakage from returns and discounts.

✅ Include a sales-over-time graph to visualize growth trends and promotion impact.

✅ Break down performance by sales channel to uncover margin differences.

✅ Highlight product-level performance to guide inventory and merchandising decisions.

✅ Connect with Google Ads / Facebook Ads / Pinterest Ads to show ad spend, conversions, and revenue from your PPC marketing campaigns.

See more: 7 PPC reporting examples

4. WooCommerce Dashboard Example (with Google Ads, Facebook Ads, and Klaviyo)

See the full example and use it for free

Who it’s for:

• Ecommerce brands running WooCommerce with Google Ads and Facebook Ads
• Agencies managing full-funnel ecommerce growth (paid + owned channels)
• Marketing teams that want to measure efficiency—not just traffic

Channels connected: WooCommerce, Google Ads, Facebook Ads, Klaviyo (Email + SMS)

This full-funnel WooCommerce analytics dashboard connects store revenue with paid media performance and lifecycle marketing—so you can see exactly how marketing drives sales.

The most important metric in this template is Marketing Efficiency Rate (MER)—because it shows how much revenue your client is generating compared to how much they’re spending on Google Ads and Facebook Ads.

How to use this WooCommerce reporting dashboard:

Metrics to visualize and how to structure:

The structure in the example follows a true full-funnel approach:

1. Marketing efficiency overview
2. WooCommerce store performance
3. Facebook Ads performance
4. Google Ads performance
5. Klaviyo email & SMS funnels

Here’s how to structure each section.

1️⃣ Marketing Efficiency Overview (Top Section)

Start with:

• WooCommerce total sales
• Orders
• Total ad spend (Facebook + Google)
• Custom metric: Marketing Efficiency Rate (MER) = WooCommerce Sales ÷ (Facebook Ads Total Spend + Google Ads Cost)
• Custom metric: MER CPA = (Facebook Ads Total Spend + Google Ads Cost) ÷ WooCommerce Orders
• MER trend over time

3️⃣ Facebook Ads Performance

Include:

• Total spend
• Website purchases
• Website purchase value
• ROAS
• CTR trend
• Custom metric: Average order value (AOV) = Website purchase value ÷ Website purchases
• Purchase conversion rate = Website purchases ÷ Landing page views
• Ad creative performance

4️⃣ Google Ads Performance

Include:

• Total spend
• Conversions
• Conversion value
• ROAS
• CPA
• Purchase CVR
• Custom metric: Google Ads ROAS = Conversion value ÷ Cost
• Custom metric: Google Ads Purchase CVR (%) = Conversions ÷ Clicks
• Custom metric: Google Ads CPA = Cost ÷ Conversions
• Custom metric: Google Ads AOV = Conversion value ÷ Conversions
• AOV trend
• Campaign breakdown
• Creative performance

5️⃣ Klaviyo Email & SMS Funnel

Include:

Email Engagement Funnel

• Received emails
• Opened emails
• Clicked emails
• Total conversion rate

This reveals drop-offs between delivery → open → click → conversion.

SMS Funnel Performance

• Sent SMS
• Received SMS
• Clicked SMS
• Total conversion rate

This shows how effectively SMS drives action.

Also include:

• Bounced emails
• Emails marked as spam
• Unsubscribes

These metrics protect deliverability and long-term performance.

Best practices for a full-funnel WooCommerce dashboard

✅ Always start with MER and MER CPA at the very top—this frames performance around efficiency, not vanity metrics.

✅ Track MER trend over time to show marketing's efficiency over time.

✅ Break down each PPC channel (e.g. Facebook Ads) with the key metrics, campaign performance, and top performing ads.

✅ Pair paid performance with Klaviyo email & SMS funnels to show how retention supports acquisition.

5. Bigcommerce Dashboard Example

See the full example and use it for free

This BigCommerce analytics dashboard example gives you a complete view of store performance—from daily sales trends to payment methods, refunds, top products, and geographic breakdowns.

Instead of digging through backend reports, everything is structured into one clean, decision-ready BigCommerce analytics dashboard that surfaces revenue drivers and operational risks.

Metrics to visualize

The example structure follows a clear hierarchy:

1. Executive summary + goals
2. Sales trends (daily + cumulative)
3. Revenue breakdowns (payment method, currency)
4. Product performance
5. Order status & payment status
6. Geographic breakdown
7. Refund analysis

Here’s how to structure each section.

1️⃣ Executive Snapshot

Start with KPI cards:

• Total sales (inc. tax)
• Total sales (exc. tax)
• Number of transactions
• Items total
• Total customers
• Refunded total amount

This allows stakeholders to immediately see store health before diving deeper.

2️⃣ Sales Trends (Daily + Cumulative)

Include:

• Daily sales graph
• Cumulative sales graph
• Items sold over time

Trend visualization helps you spot:

• Sales spikes
• Promotion impact
• Slow periods
• Seasonality

3️⃣ Revenue Breakdown

Break down revenue by:

• Payment method
• Currency
• Subtotal vs shipping vs wrapping vs refunds

This section answers:

• Which payment methods drive the most revenue?
• Are shipping or wrapping costs affecting margins?
• How much revenue is lost to refunds?

4️⃣ Top Products by Revenue

Include a detailed table with:

• Product ID
• Product name
• Total (exc. tax)
• Total (inc. tax)
• Product quantity
• Refunded quantity
• Refund amount

This reveals:

• Which products generate the most revenue
• Which products have high refund rates
• Where to focus marketing or merchandising

5️⃣ Orders by Status & Payment Status

Break down:

• Enabled vs disabled orders
• Subtotals (inc. and exc. tax)
• Total amounts
• Discount amount
• Coupon discount

This helps detect:

• Operational issues
• Payment processing inefficiencies
• Discount dependency

6️⃣ Geographic Performance

Include:

• Orders by shipping country
• Orders by billing country
• Revenue by country
• Currency performance

This shows:

• Strong international markets
• Currency distribution
• Expansion opportunities

7️⃣ Refund Analysis

Break down refunds by:

• Refund reason
• Order/user ID
• Total refunded amount
• Shipping/billing country costs

Refund tracking is critical for protecting margin. A spike in specific refund reasons can signal product quality, fulfillment, or customer expectation issues.

Best practices for a BigCommerce dashboard:

✅ Always include both daily and cumulative sales trends for full context.

✅ Track refunds alongside sales to understand true net performance.

✅ Highlight top products by revenue and refunded quantity to identify margin risks.

✅ Include geographic and currency breakdowns to analyze international marketing effectiveness.

6. Pinterest Ads Dashboard Example

See the full example and use it for free

Who it’s for:

• Ecommerce brands using Pinterest to drive product discovery and conversions
• Agencies managing Pinterest Ads campaigns across multiple funnel stages

Channels connected: Pinterest Ads (native integration)

This Pinterest Ads ecommerce marketing dashboard is built around a full-funnel structure—Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU)—so you can clearly see how Pinterest contributes at every stage of the customer journey.

Instead of treating Pinterest like just a traffic channel, this template connects awareness, consideration, and conversion performance in one structured view.

How to use:

Metrics to visualize (broken down by funnel stage):

The structure of this Pinterest Ads dashboard example follows a clean performance hierarchy:

1. Executive Performance Summary
2. TOFU metrics
3. MOFU metrics
4. BOFU metrics
5. Campaign & creative breakdowns per stage

Here’s how to use each section effectively.

1️⃣ Performance Summary (Executive Snapshot)

At the top of the report, include:

• Total conversion value
• Total conversions
• ROAS (Checkout)
• Total spend
• CPC
• High-level summary & recommendations

This section gives stakeholders instant clarity. Before diving into funnel breakdowns, they should understand:

• Is Pinterest profitable?
• Are conversions increasing?
• Is spend aligned with results?

2️⃣ Top of Funnel (TOFU)

This section focuses on awareness and traffic generation.

Track:

• TOFU spend
• Impressions
• Pin clicks
• CPM
• CPC
• CTR
• Campaign & ad set performance

TOFU answers:

• Are we generating enough reach?
• Are creatives driving engagement?
• Is traffic cost-efficient?

Include a “Top Performing TOFU Ads” section to spotlight the highest-engagement creatives.

3️⃣ Middle of Funnel (MOFU)

This is where intent starts forming.

Track:

• MOFU spend
• Conversions
• Total conversion value
• CPC
• ROAS
• Campaign-level breakdown

MOFU answers:

• Are we turning traffic into meaningful actions?
• Which audiences are moving closer to purchase?
• Which creatives deserve budget scaling?

Highlight top-performing MOFU ads to identify what’s warming up audiences effectively.

4️⃣ Bottom of Funnel (BOFU)

This is where revenue happens.

Track:

• BOFU spend
• Conversions
• Total conversion value
• ROAS
• CPC
• Campaign-level performance

BOFU answers:

• Are we closing efficiently?
• Which retargeting audiences convert best?
• Where should we reallocate budget?

Include a “Top Performing BOFU Ads” section to clearly see which creatives drive purchases—not just clicks.

Best practices for a Pinterest Ads dashboard:

✅ Structure the report by funnel stage (TOFU → MOFU → BOFU) so performance is easy to interpret and optimize.

✅ Filter your data by dimensions (e.g. Campaign name) to visualize TOFU, MOFU, BOFU metrics accurately.

✅ Separate awareness metrics (impressions, pin clicks, CPM) from revenue metrics (conversion value, ROAS) to avoid mixing intent stages.

✅ Add GIFs to your dashboard to make it more engaging and easy to scan.

✅ Add goal widgets to show how you’re tracking towards mutually agreed goals with your clients or stakeholders.

7. Amazon Ads Dashboard Example

Who it’s for:

• Brands selling on Amazon running Sponsored Products, Sponsored Brands, or Sponsored Display
• Agencies managing Amazon advertising accounts
• Ecommerce teams optimizing TACoS and profitability

Channels connected: Amazon Ads (native integration)

This Amazon Ads report template gives you a full profitability view—from total sales and spend down to campaigns, ad groups, keywords, and ASIN-level performance.

Instead of just tracking clicks and cost, this template focuses on sales attribution windows (1, 7, 14, 30 days), TACoS, and conversion efficiency—so you can optimize profit, not just traffic.

Metrics to visualize:

The Amazon Ads dashboard example follows this hierarchy:

1. Executive performance summary
2. Core profitability metrics
3. Campaign breakdown
4. Ad group breakdown
5. Keyword performance
6. Product/ASIN performance
7. Sales vs cost trend

Here’s how to structure each section.

1️⃣ Core Sales and Profitability Metrics

Include:

• Amazon Ads Total Sales (1-, 7-, 14-, 30-day attribution)
• Total Spend
• TACoS = Ad Spend ÷ Total Sales
• CPC
• Ad Conversion Rate

TACoS is especially important for Amazon sellers. It shows how much of total revenue is consumed by advertising.

If TACoS drops while sales increase → efficiency improves.
If TACoS rises without sales growth → profitability risk.

2️⃣ Campaign Performance Breakdown

Include a granular table showing these metrics for each Amazon Ads campaign:

• Clicks
• Cost
• Sales within 1 day
• Sales within 7 days
• Sales within 14 days
• Sales within 30 days

This helps you:

• Identify high-performing campaigns
• Reallocate budget from low-performing ones
• Understand short vs long attribution windows

3️⃣ Ad Group Performance

Break down by ad group:

• Clicks
• Cost
• Sales (1/7/14/30 days)

This gives more granular control over bidding and targeting.

If a campaign performs well but one ad group underperforms, this section makes it obvious.

4️⃣ Keyword Performance Breakdown

Include a granular table showing:

• Keyword
• Sales within 1 day
• Sales within 7 days
• Sales within 14 days
• Sales within 30 days

This helps you:

• Pause wasteful keywords
• Increase bids on profitable search terms
• Identify long-tail winners

5️⃣ Product / ASIN Performance

Break down by:

• Purchased ASIN
• SKU
• Sales (1/7/14/30 days)

This shows:

• Which products ads are actually driving revenue for
• Which ASINs deserve more budget
• Which products convert poorly

6️⃣ Sales vs Cost Trend

Include a time-series graph comparing:

• Sales (by attribution window)
• Cost

This visual makes it easy to spot:

• Scaling periods
• Efficiency drops
• Seasonal performance shifts

The template includes a yearly trend visualization for this purpose

Best practices for an Amazon Ads dashboard:

✅ Always show TACoS alongside total sales and spend and ad conversion rate.

✅ Break down product performance by ASIN and SKU and sales within 1, 7, 14, and 30 days.

✅ Show keyword performance breakdown to see which keywords are bringing in more sales.