5 Essential Dashboards for Tracking Main Ecommerce KPIs

In my line of work I see and talk to a lot of frustrated ecommerce site owners who are struggling to make sense of their Google Analytics reports or the reports they get from their marketing agencies. No wonder! Ecommerce web analytics data may be quite hard to wrap your mind around, especially if you are busy  and have no or little online marketing experience.

This post will give you clear understanding of what essential data to look at in Google Analytics to assess your website performance. It will help you immediately see what is improving and what  is declining at any given moment. It will also provide some pre-configured dashboards that will help keep this essential data at your fingertips and will rid you of the need to dig around and pull your data from multiple reports in Google Analytics.

Here are 5 sets of basic KPIs that you need to track for your ecommerce site and 5 dashboards that you can easily add to your Google Analytics so that you always have quick access to them and see how your website performs. Using these dashboards you can compare the latest performance data with the past to see how your performance has improved over time or how it has deteriorated.

#1: Conversion KPIs

This set of KPIs shows you the basic performance data about your site conversions. It includes the following KPIs: revenue, cost, ROAS, conversion rate, margin, average conversion value, cost per conversion, etc.

Click here to add this pre-cofigured Conversion KPIs dashboard to your site's profile
(you need to be logged in to your Google Analytics Account to add it)



#2: Traffic KPIs Dashboard

Gives you a quick view of all most important  traffic channels/mediums: organic, ppc, comparison shopping, remarketing, direct, email, social media, referral.


You will need to edit filters for some of the widgets based on your URL tagging or remove widgets for some channels if you don’t run campaigns in them.


#3: Organic Search KPIs Dashboard

This one shows you all important  statistics about your site's performance in the organic search. You can use this report to compare this data with previous periods (last week, last month, same month/week/day last year) to see how your organic traffic has changed.


Metrics included: Total Organic Visits, Total transactions/purchases from organic search, Organic search conversion rate, total revenue from organic, average purchase value from organic, average visit value from organic, top revenue brand-specific keywords, top revenue non-brand keywords, top revenue organic sources.


#4: Pay Per Click KPIs Dashboard

Includes all most important metrics that you need to track about your Adwords PPC campaigns:


Metrics included: Total PPC Visits, Total transactions/purchases from PPC, PPC search conversion rate, total revenue from PPC, total PPC spend,  total PPC ROI, average purchase value from PPC, cost per acquisition from PPC,  average visit value from PPC, top traffic ad groups, top conversion ad groups, Top Revenue Campaigns(if you only have one campaign - change the widget to display top Ad Groups)


#5: Site Search KPIs Dashboard

This dashboard gives you all important high level statistics about your site search (aka internal search). It allows you to understand if people use it and if it helps them find what they want and buy  or if it's turning them off.


Metrics included: top 10 Internal page keywords, total visitors with site search, conversion after search, search exits, search conversion rate, time after search, search revenue.

About the Author

Seth Babitt

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