eCommerce KPI Dashboard Template
Most eCommerce reporting stops at revenue and ROAS, which is why so many stores grow revenue and lose money. This workbook takes the same figures you already have and carries them through to contribution margin, which is the number that decides whether growth was worth having.
FORMAT
XLSX
CONTAINS
4 tabs
LAST UPDATED
September 2026
LICENCE
Free, unrestricted
Eight inputs a month produce every metric in the workbook. Everything else calculates.
- Why this one
Revenue and ROAS are the two numbers that hide the most
A store can grow revenue every month, hit its ROAS target every month, and have less money at the end of the year than it started with.
The gap between a ROAS report and a contribution report is where most eCommerce margin goes missing.
It happens when returns, fulfilment and cost of goods sit outside the reporting. Each is invisible in a revenue chart, and together they decide whether the growth was real. This workbook exists to put all three inside the same view as your marketing numbers.
- Returns come out before anything else is calculated
- Cost of goods, fulfilment and media all sit in the same row
- Contribution margin appears as a column, not as a footnote
- Blended ROAS and CAC replace platform-reported figures
- Channel mix shows which channel actually pays for itself
None of this requires a data warehouse. Eight figures a month, from your platform and your ad accounts, produce the entire model.
- What is inside
Four tabs
Small on purpose. Reporting workbooks fail by accumulating metrics nobody acts on.
Read me
What to put where, which column matters most, and the one number to watch if you only watch one.
- Where each input comes from
- How returns should be entered
- What to include in ad spend for a true blended figure
Monthly
Twelve months by sixteen columns. You fill eight; the workbook calculates the other eight and totals the year.
- Sessions, orders, revenue, COGS, fulfilment, returns, ad spend
- Conversion rate, AOV and net revenue, calculated
- Gross profit, contribution and contribution margin
- Blended ROAS and blended CAC
Channel mix
Seven channels with the same treatment, so you can see which channel is carrying the business and which is being carried.
- Sessions, orders, revenue and spend per channel
- Conversion rate, AOV, ROAS and CAC per channel
- Share of revenue, calculated against the total
- A totals row that reconciles with the monthly tab
Definitions
Every metric, its formula, what it tells you and the mistake people usually make reading it.
- Nine metrics defined with their formulas
- The common misreading for each one
- Useful for onboarding somebody new to the numbers
- The structure
What you fill in, and what calculates
Eight inputs a month. Everything else is derived.
Column
You or the workbook?
Where it comes from
Sessions
You
Analytics
Orders
You
Platform
Revenue
You
Platform, gross of returns
COGS
You
Finance or platform cost fields
Shipping & fulfilment
You
Carrier invoices or 3PL
Returns value
You
Platform, entered as a positive
Ad spend
You
All paid channels combined
Conversion rate
Workbook
Orders / sessions
AOV
Workbook
Revenue / orders
Net revenue
Workbook
Revenue − returns
Gross profit
Workbook
Net revenue − COGS
Contribution
Workbook
Gross profit − fulfilment − media
Contribution margin
Workbook
Contribution / net revenue
Blended ROAS
Workbook
Revenue / ad spend
Blended CAC
Workbook
Ad spend / orders
Include agency, tool and creative costs in ad spend if you want blended CAC to mean anything. Excluding them is the most common way this model flatters a business.
- How to use it
Four habits that make the workbook worth keeping
A reporting file is only useful if it is filled in on a rhythm and read by somebody who can act on it.
Fill it on a fixed day
- Same day each month, before anyone asks for numbers
- Eight figures takes about twenty minutes to gather
- Use the same source each time, even if it is imperfect
- Consistency matters more than precision for a trend
Read contribution first
- Column M is the number the business runs on
- Revenue can rise while contribution falls — watch for it
- Contribution margin percentage shows whether scale is helping
- If both are flat, the growth is not real
Use blended, not platform figures
- Ad platforms each claim the same conversions
- Blended ROAS cannot double-count, because it starts from revenue
- Blended CAC is what an order actually costs to buy
- Keep platform reporting for optimisation, not for decisions
Review the channel mix quarterly
- Share of revenue reveals concentration risk
- CAC per channel shows where the next pound should go
- Channels with high ROAS and tiny volume are usually branded search
- Do not cut a channel on one quarter of data
The workbook is deliberately monthly. Weekly eCommerce reporting produces more noise than signal for most stores below a few thousand orders a month.
- Common mistakes
What goes wrong with eCommerce reporting
Three patterns that make a reporting pack look healthier than the bank account.
Reporting platform ROAS as if it were business ROAS
Every ad platform claims the conversions it can see, so the sum of platform-reported revenue routinely exceeds actual revenue. Blended ROAS cannot double-count because it divides real revenue by total spend.
Leaving returns out of the model
In apparel and furniture, returns can take a fifth of revenue back out. A report that ignores them prices your marketing against money you never kept.
Understating the cost of acquisition
Media spend alone is not what an order costs. Agency fees, tools, creative production and discounting all belong in the number if the number is going to inform a decision.
Our article on why ROAS reports hide margin problems works through all three with the arithmetic.
DOWNLOAD
eCommerce KPI Dashboard — XLSX
Twelve months of trading metrics, a channel mix tab and a definitions tab. Fill eight columns a month and the remaining eight calculate, including contribution and contribution margin.
FORMAT
XLSX spreadsheet
TABS
Read me, Monthly, Channel mix, Definitions
INPUTS
8 columns per month
LICENCE
Free, commercial use
No email address, no sign-up and no watermark. Example figures are in the first two months and should be deleted before you start.
- Questions
KPI dashboard template FAQs
What people ask before and after downloading.
What do I need before I can fill this in?
Eight figures a month: sessions, orders, revenue, cost of goods, fulfilment cost, returns value and ad spend. Every one is available from your platform, your analytics and your ad accounts without any integration work.
What should I include in ad spend?
Everything you spend to acquire customers, which for a true blended figure means media plus agency fees, tools and creative production. Excluding them is the most common way this model flatters a business, and it is also the most common reason a CAC figure turns out to be wrong.
Why does contribution matter more than gross profit?
Gross profit stops after cost of goods, which leaves fulfilment and media outside the number. Contribution includes both, so it answers the question a business owner is actually asking: after everything it took to sell and ship this, what is left?
Is blended ROAS better than platform ROAS?
For decisions, yes. Platform ROAS is useful for optimising within a channel and unreliable across channels, because each platform claims conversions the others also claim. Blended ROAS starts from your actual revenue, so it cannot double-count.
Can I add my own metrics?
Yes, the workbook is unlocked. Add columns to the right of the calculated ones so the existing formulas keep their references, and add a line to the definitions tab so the next person knows what your metric means.
Will the formulas survive in Google Sheets?
Yes. Everything uses standard functions with error handling, so they carry across to Google Sheets, Numbers and LibreOffice unchanged.
Should I report weekly instead?
Below a few thousand orders a month, weekly eCommerce reporting mostly produces noise. Monthly is enough to see a trend and slow enough that people act on it rather than react to it.
Can you set this up properly for us?
Yes. Reporting that reconciles platform, analytics and finance data is part of eCommerce management, and the free audit includes a check on whether your current numbers reconcile at all.
- Keep reading
Related resources
Where to go once the workbook is populated.
INSIGHT
The arithmetic behind this workbook, and why a healthy ROAS can sit on top of an unprofitable channel.
CHECKLIST
If conversion rate is the weak column, forty checks on product pages, basket and checkout.
TEMPLATE
If organic is the channel you want to grow, the research and page-mapping workbook to start from.
Do your numbers actually reconcile?
A free eCommerce audit checks whether your platform, analytics and ad reporting agree, then puts your figures through this same model and tells you where the margin is going.