Ecommerce numbers arrive scattered. Sales sit in the store platform, ad spend sits in the ad accounts, profit sits with whoever does the bookkeeping, and nobody looks at all three in the same place until the quarter is over. This Excel template puts them on one page, for a month you choose and a channel you choose.
What the dashboard shows
Three tiles run across the top: total sales, total orders and net profit, each with its month on month movement underneath. The profit tile carries a margin percentage next to it, so you always see profit as a share of sales rather than as a number floating on its own. Average order value sits alongside them with its own trend line.
Below that, the page breaks the month down three ways.
Orders by marketing channel shows where the month’s orders came from, across paid search, SEO, display, affiliates and email.
The ecommerce funnel walks the full path from sessions through category views, product views, add to cart, both checkout steps and finally completed orders. Seeing all seven stages stacked lets you find the step where people leave, which is usually more useful than knowing the overall conversion rate.
Top products is the sharpest table on the page. Each product gets sales, orders, net profit, AOV, marketing spend, ROI and month on month ROI. That last pair matters, because a product can be your best seller and your worst earner at the same time, and only a table that puts spend next to profit will show it.
Three dropdowns in the top right corner drive the page: month, year and channel. Setting the channel to “all” gives the whole store, or pick a single channel to see the month through that one source.
What to look for once your numbers are in
Compare the movement in sales against the movement in margin. Sales up with margin down usually means discounting did the work, and the month was busier without being better.
Read the funnel by drop off rather than by totals. A large fall between product view and add to cart points at price, delivery cost or stock messaging. A fall between the two checkout steps points at the checkout itself, which is usually the cheapest thing on the list to fix.
In the products table, rank by ROI rather than by sales. Products with high sales and low ROI are the ones quietly consuming the ad budget, and they rarely look like a problem in a report that only shows revenue.
How the file is put together
The dashboard is the front page and holds the tiles, the funnel and the product table. Behind it, a working sheet holds the small tables that feed the charts: monthly sales, orders this year against last year, AOV by month, net profit by month, and the channel and product breakdowns. The dropdown lists live on their own sheet.
Making it yours
The figures that ship with the file are dummy data, there to show the layout working. Replace them with your own before the file means anything.
Two things to know while you do that. The tiles and the product table hold their numbers directly, so those you overwrite on the dashboard itself. The charts read from the working sheet, so those you update there. The sheets named Raw Data and Data manipulation are empty in this version of the file, so if you want a single input sheet feeding everything, that is the place to build it.
One habit worth keeping from the start: decide whether net profit means after cost of goods only, or after cost of goods and marketing, and write the definition somewhere on the sheet. Ecommerce dashboards lose credibility faster over an undefined profit line than over anything else on the page.
Hope this helps.
