Shopify sales dashboard
Which products and channels bring in the money, once discounts and returns come off?
- Net sales
- Orders
- Avg order value
- Units sold
Ecommerce dashboards
Ecommerce dashboard examples
Five dashboards for an online store: sales after discounts and returns, ad return by channel, promotions, sell-through, and delivery and returns. Open any of them to see it in full, then use it as a template for your own data.
Three of the five examples. All figures are sample data.
The examples
Five ecommerce dashboard examples and templates
Click a board to see all of it. Click Use template to start your own copy in Mammoth. All figures are sample data.
- Sample data
- Sample data
Ecommerce ad spend dashboard
Which ad channels pay back what they cost?
- ROAS
- Cost per click
- Cost per acquisition
- Spend
- Sample data
Discount and promotion dashboard
Did the sale bring in extra orders, or discount orders you would have had anyway?
- Uplift units
- Markdown
- Gross margin
- Net sales
- Sample data
Product sell-through dashboard
Which categories will sell out, and which will need marking down?
- Sell through
- Planned sell through
- Weeks of cover
- Net sales
- Sample data
Ecommerce fulfilment and returns dashboard
Are orders reaching customers on time, and which products come back?
- Orders
- On-time rate
- Return rate
- Returns value
Definition
What an ecommerce dashboard is
An ecommerce dashboard is one screen that shows how an online store is doing: sales, orders, average order value, what customers send back and what the advertising costs. The store's own reports usually lead with gross sales, and each ad platform counts its own conversions.
Net, not gross
Sales after discounts and returns, which is what the store keeps.
Spend beside sales
Ad cost next to the orders it brought in, by channel.
Returns traced back
To the product and the delivery method behind them.
The metrics
The metrics an ecommerce dashboard is built from
Eight numbers. Most go wrong in the same way: two systems count the same order differently, so agree the definition before the chart.
Net sales
How much did the store keep?
What the data needs
Gross sales with discounts and returns taken off, and a decision on shipping and tax made once. Returns belong to the month of the original order, or a good month looks bad.
Average order value
How much does a customer spend per order?
What the data needs
Net sales and an order count from the same source. Counting split shipments as separate orders makes the average look smaller than it is.
Conversion rate
What share of visits end in an order?
What the data needs
Sessions from your web analytics and orders from the store, over the same dates and time zone. Two tools that disagree on what a session is will move this number on their own.
Return rate
How much of what we sell comes back, and why?
What the data needs
Returns matched to the original order line, with a reason code and the product. Without the product, a sizing problem in one range looks like a store-wide problem.
Return on ad spend (ROAS)
What does each dollar of advertising bring back?
What the data needs
Spend per channel from the ad accounts and the sales each channel brought in, credited one way. Each platform claims its own conversions, so their totals add up to more than the store sold.
Cost per acquisition
What does it cost to win one order or one new customer?
What the data needs
Ad spend per channel and a count of orders or first-time customers, chosen once. Mixing the two makes a channel that sells to existing customers look cheap.
Discount rate
How much of the price are we giving away?
What the data needs
Discount value per order line next to the full price. A rising discount rate with steady net sales means the same revenue is costing more margin.
Sell-through rate
How fast is the stock we bought turning into sales?
What the data needs
Units sold against units received for the same products and period. A rate measured against the starting stock only ignores what arrived mid-season.
How to build one
How to build your own ecommerce dashboard
From one of the examples above to a live dashboard on your own data.
- 1
Pick a template
Start from any of the five boards above.
- 2
Add your data
Upload a spreadsheet, or connect one of 100+ tested connectors.
- 3
Clean it once
Fix and combine your data once. Mammoth repeats those steps for you.
- 4
Set it to refresh
The dashboard updates on a schedule and flags data that fails a check.
- 5
Share the link
Public, password-protected or sign-in only, on every plan.
Start with a template
14-day Pro trial · No credit card
FAQ
Ecommerce dashboard questions
Last reviewed against the template catalogue.
What should an ecommerce dashboard include?
Net sales, orders, average order value, conversion rate, return rate and return on ad spend at the top, then sales by day, by product and by channel. The five above cover one part each, so start with the one your team argues about most.
What KPIs should an ecommerce dashboard track?
Net sales, average order value, conversion rate, return rate, return on ad spend, cost per acquisition, discount rate and sell-through. The list above shows all eight, with the data each one needs.
How do I build an ecommerce dashboard?
Start with the question you check most often. Then follow five steps.
- Connect the store and the ad accounts, or upload their exports.
- Agree what net sales means once: which discounts, returns, shipping and tax come off.
- Check a week of numbers against the store's own report before anyone relies on the board.
- Put the problems first, such as returns by product and channels losing money, and the totals second.
- Set a refresh schedule and share the link, so nobody has to export sales each week.
Can I put Shopify and my ad accounts in one dashboard?
Yes. Mammoth connects to Shopify, Google Ads, Meta Ads and 100+ other sources, and you can combine them in one dashboard, so ad spend sits next to the orders it brought in. The Shopify template above opens on sample data first, then you connect your store. Shopify dashboard template
What is the difference between an ecommerce dashboard and a retail dashboard?
Where the sales happen. A retail dashboard compares physical stores: margin by store, like-for-like growth and footfall. An ecommerce dashboard follows an online store: orders, conversion, ad return and deliveries. Brands that sell both ways usually run both. Retail dashboard examples
How often should it refresh?
As often as someone acts on it. Daily is enough for most stores. During a sale or a launch, refreshing several times a day shows a stockout or a broken campaign while there is still time to fix it. How often you can refresh depends on your plan. See plans and refresh rates
Can the whole team see it without a licence?
Yes. Dashboard viewers are unlimited and free on every Mammoth plan, including the free one, so marketing, operations and the founders can all open the same board. Only the people building the dashboards count as platform users.
Build the ecommerce dashboard you actually need.
Start from one of these templates or your own spreadsheet. Share it with as many people as you like, free.
- ✓ 14-day Pro trial
- ✓ No credit card
- ✓ Viewers always free