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.

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.

ActiveCampaign report template for marketing teams and agencies

ActiveCampaign report template: Track key metrics like click-through rate, conversion rate, and ROI. Analyze customer acquisition cost and average order value. Segment by audience, campaign objectives, and timeline. Ideal for B2B, CRM, and email marketing teams seeking actionable insights through automation.

AOV report template for marketing teams and agencies

Analyze key metrics with the AOV report template. Measure conversion rates, average order value, and CPC. Integrate data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by audience, campaign, and time. Perfect for marketing teams to track performance and refine strategies.

Facebook Ads Messenger report template for marketing teams and agencies

Track and analyze key metrics with this Facebook Ads Messenger report template. Measure CTR, conversion rate, and ROI. Explore demographic, psychographic, and behavioral dimensions. Leverage data from Social Media, Facebook Insights, and PPC. Ideal for marketing teams to assess performance and refine strategies.

Google Ads Peak hours report template for marketing teams and agencies

Optimize your PPC strategy with the Google Ads Peak hours report template. Track key metrics like conversion rate, CPC, and CTR. Analyze performance by campaign type, device, and time. Measure impressions and audience size during peak hours. Ideal for marketing teams to consolidate insights and achieve specific goals.

Sales report template for marketing teams and agencies

Optimize your strategy with this Sales report template. Track metrics like conversion rate, cost per conversion, and CTR. Analyze geographical, time, and demographic breakdowns. Ideal for E-commerce and B2B marketing teams to measure performance and achieve goals effectively.

LTV report template for marketing teams and agencies

Analyze key metrics such as conversion rate, CPA, and CLTV with this LTV report template. Ideal for e-commerce and Shopify, it helps marketing teams track customer segmentation and channel attribution. Gain insights by age, location, and income to refine your strategy and boost sales performance.

SEO Serp tracking report template for marketing teams and agencies

Optimize your strategy with the SEO Serp tracking report template. Track conversion rates, click-through rates, and customer lifetime value. Analyze keyword performance, demographics, and behavior. Gain insights on competition and ROI. Ideal for marketing teams to consolidate data and achieve specific goals.

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.

Revenue report template for marketing teams and agencies

Optimize your sales strategy with this Revenue report template. Track conversion rates, cost per conversion, and customer lifetime value. Analyze CTR, social media engagement, impressions, and reach. Segment by audience, campaign, age, gender, and location. Perfect for E-commerce and Shopify, it empowers marketing teams to achieve key objectives.

Blog report template for marketing teams and agencies

Blog report template: Track and measure key metrics like click-through rate, lead conversion, and customer acquisition cost. Analyze audience dimensions—demographic, behavioral, and income level—using Google Analytics 4. Ideal for content marketing teams to unify strategy and achieve campaign goals efficiently.

Twitter Ads report template for marketing teams and agencies by Porter (2024)

Get the actual Twitter Ads template used by Porter to monitor PPC performance.

Google Business Profile report template for marketing teams and agencies by Porter (2024)

Get the actual Google Business Profile template used by Porter to monitor Local SEO performance.

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.

Paid media Creative performance report template for marketing teams and agencies

Analyze key metrics with the Paid media Creative performance report template. Measure CTR, CPA, and conversion rates across Facebook, TikTok, and Google Ads. Segment by audience, message, and channel. Track impressions, reach, and engagement. Ideal for marketing teams to refine PPC strategies and meet specific goals.

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:

Select the data source and the account connected to it
Choose metrics (e.g. Sales, orders, Sessions, AOV, etc.).
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