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Best E-commerce report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label E-commerce report templates. Used and made by +10,000 marketers in over 60 countries.
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DTC Report template for Marketing teams and agencies

Optimize your strategy with this DTC report template. Track revenue, conversion rates, and cost per acquisition. Blend data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by demographics, behavior, and time. Perfect for marketing teams to measure key metrics and enhance E-commerce performance.

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Google Analytics 4 Report template for Marketing teams and agencies

Optimize your e-commerce strategy with this Google Analytics 4 report template. Track conversion metrics, session duration, and bounce rate. Analyze impressions, CTR, and average position. Segment by campaign, age, gender, and device. View data by hour, day, or year. Perfect for marketing teams to enhance website performance and achieve objectives.

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Social Media Report template for Marketing teams and agencies

Optimize your strategy with this Social Media report template. Analyze conversion rates, ROAS, and engagement metrics from Instagram Insights and LinkedIn Pages. Track key metrics like likes, comments, and shares. Segment by audience, age, and location. Perfect for marketing teams to measure performance and achieve specific goals.

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E-commerce Report template for Marketing teams and agencies

Optimize your strategy with this E-commerce report template. Track metrics like conversion rate, average order value, and CPA. Analyze dimensions by audience, channel, and time. Integrate data from E-commerce, Paid Media, and SEO. Ideal for marketing teams to measure performance and achieve goals effectively.

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Facebook Ads Report template for Marketing teams and agencies

Optimize your Facebook Ads strategy with this report template. Measure key metrics like cost per conversion, ROAS, and CTR. Analyze performance by audience, placement, and time. Ideal for PPC specialists to track and improve paid media campaigns. Consolidate data from Facebook Ads and PPC for actionable insights.

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Twitter Ads Report template for Marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and social actions with this Twitter Ads report template. Track performance by campaign objective, ad format, and audience targeting. Segment data by time, location, gender, and age. Perfect for PPC specialists to consolidate Twitter Ads and Paid Media strategies for actionable insights.

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HubSpot Report template for Marketing teams and agencies

Optimize B2B marketing with this HubSpot report template. Track metrics like conversion rate, ROI, and average deal size. Analyze CRM contacts and campaign performance by demographic and psychographic breakdowns. Ideal for inbound marketing teams to measure and refine email marketing and funnel strategies across different timeframes.

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Youtube Report template for Marketing teams and agencies

Optimize your social media strategy with this Youtube report template. Track CTR, conversion rate, CPA, likes, comments, shares, views, watch time, and subscribers. Analyze by audience, age, gender, interests, and time. Perfect for marketing teams seeking actionable insights to enhance performance across advertising platforms and align with SEO objectives.

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Facebook Ads Funnel Report template for Marketing teams and agencies

Optimize your Facebook Ads Funnel with this report template. Track CTR, conversion rate, CPA, and more. Analyze audience targeting, ad creative, and placement strategy. Segment by demographics and behavior. Ideal for PPC and paid media specialists to enhance campaign performance and achieve marketing objectives. Perfect for understanding reach, impressions, and organic search traffic.

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Peso model Report template for Marketing teams and agencies

Analyze key metrics such as leads, conversion rates, and engagement with the Peso model report template. Evaluate campaign performance across Facebook Ads, Instagram Insights, and SEO. Segment by audience demographics and timeframes. Perfect for marketing teams to track e-commerce and social media strategies efficiently.

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SEM Report template for Marketing teams and agencies

Optimize your SEM strategy with this report template. Analyze cost per conversion, conversion rate, and ROAS. Measure click-through rate, social media engagement, and organic search ranking. Segment by audience, content, platform, and more. Perfect for PPC specialists to track Google Ads and Paid Media performance.

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Brand awareness Report template for Marketing teams and agencies

Awareness report template consolidates key metrics like CTR, CPA, and conversion rate from Social Media, Instagram Insights, and LinkedIn Pages. Analyze demographics, psychographics, and behavior over time. Perfect for marketing teams to track performance and strategy, providing actionable insights into audience engagement and organic search ranking.

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Google Ads PMax Report template for Marketing teams and agencies

Track key metrics with this Google Ads PMax report template. Measure conversion value, CTR, and impressions. Analyze by campaign type, audience segment, and time period. Consolidate data from Google Ads and Paid Media for actionable insights. Ideal for marketing teams focused on optimizing PPC performance and achieving strategic goals.

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PPC Report template for Marketing teams and agencies

Optimize your PPC strategy with this report template. Track metrics like conversion rate, ROAS, and CTR across Facebook Ads, TikTok Ads, and Google Ads. Analyze by audience, channel, and time. Ideal for marketing teams to measure campaign performance and achieve objectives efficiently.

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SEO Report template for Marketing teams and agencies

This SEO report template helps track key metrics like conversion rate, ROI, and CTR. Analyze organic search traffic and keyword rankings. Segment by audience, channel, or time. Integrate data from Google Search Console and content marketing. Ideal for marketing teams to measure performance and achieve specific goals.

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Twitter Ads Report template for Marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and social actions with this Twitter Ads report template. Track performance by campaign objective, ad format, and audience targeting. Segment data by time, location, gender, and age. Perfect for PPC specialists to consolidate Twitter Ads and Paid Media strategies for actionable insights.

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What is an e-commerce report?

An e-commerce report is a document that consolidates data from multiple sources (e.g., Shopify, Google Analytics, Amazon Seller Central) to track and display key performance indicators (KPIs) (e.g., sales, conversion rates, average order value), enabling teams to monitor store performance and create presentations for stakeholders and executives. 

E-commerce reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in an e-commerce report?

An actionable e-commerce report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive e-commerce reports

Executive reports for CEOs, CFOs, and stakeholders show the e-commerce business's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • Sales performance analysis: by channel, using attribution for large budgets.
  • Unit economics analysis: CAC, LTV, payback, ARPU from e-commerce customers
  • Cohort analysis: retention, expansion, and LTV by customer cohort (purchase period, acquisition channel)
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

E-commerce manager reports

Manager reports have cross-channel views with drill-downs to see performance by product, category, region, team member, and sales funnel stage. They help align teams, define tactics, and include:

  • Cross-channel reporting: overall sales, product, category, or region reporting across channels
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for market and product mapping
  • Product, pricing, customer, audience research

Operational E-commerce Reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • Inventory: stock levels, turnover rates, reorder points
  • Website: traffic metrics, bounce rates, conversion rates
  • Customer service: response times, satisfaction scores
  • Logistics: shipping times, delivery success rates

Operational e-commerce reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build an e-commerce report?

To build an e-commerce report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Shopify and Amazon for sales performance, GA4 for web analytics, CRM for customer data, and social media platforms for marketing insights.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of e-commerce report templates in Google Sheets or Looker Studio, designed for use cases like sales monitoring, inventory management, customer analysis, and logistics tracking. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your e-commerce reporting use cases, such as sales monitoring, inventory management, customer analysis, and logistics tracking. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g. Sales, orders, Sessions, AOV, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, product category, customer segment, etc.)

You can follow these tutorials on adding data to your reports

Design

To make your e-commerce reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your e-commerce reports:

Share

Share your e-commerce reports via links, PDF, schedule emails, and control permissions.

KPIs to include in an e-commerce report?

E-commerce reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of e-commerce operations towards business goals. They include:

E-commerce funnel KPIs measure the buying process (from the seller perspective), regardless of the channel: 

  • Visibility metrics: page views, unique visitors, email deliveries
  • Engagement metrics: add to cart, checkout initiations, Sessions, average time on site
  • Conversion metrics: transactions, revenue, key events

Efficiency KPIs compare your e-commerce outputs to the cost, including:

  • Visibility: CPM (Cost per Mille)
  • Engagement: CPC (Cost per Click)
  • Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Visibility: Frequency
  • Engagement: CTR, engagement rate
  • Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your e-commerce performance:

  • Sales: customers, revenue
  • Cost: ad spend, OPEX, payroll
  • Efficiency: ROI, ROAS, CAC
  • Effectiveness: AOV, ACV

To analyze these e-commerce KPIs, segment them by:

  • Channel: paid, organic, direct
  • Time: Hourly, daily, weekly, monthly
  • Product: category, SKU
  • Business: branch, region
  • Audience: geo, tech, demographics, interests, behavior
  • Content: creatives, format, topic, keyword

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