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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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Instagram Insights report template for marketing teams and agencies

Analyze key metrics with the Instagram Insights report template. Measure CTR, conversion rate, ROI, likes, comments, shares, impressions, and reach. Segment by age, gender, location, and time. Ideal for social media marketers to consolidate performance data and refine strategies. Gain actionable insights to optimize engagement and ROI.

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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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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.

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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.

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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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Inbound marketing report template for marketing teams and agencies

Optimize your strategy with this Inbound marketing report template. Track KPIs like conversion rates and social media engagement. Analyze data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and timeframes. Ideal for B2B and e-commerce teams to measure performance and achieve marketing goals.

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Funnels report template for marketing teams and agencies

Optimize your marketing strategy with this Funnels report template. Track conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze by acquisition, conversion, and retention stages. Perfect for marketing teams leveraging Google Analytics 4 to achieve specific goals and improve performance across various audience segments.

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Digital marketing report template for marketing teams and agencies

Optimize your strategy with this digital marketing report template. Track metrics like conversion rate, CTR, and ROAS. Analyze demographics and behavior across CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by timeframes for actionable insights. Perfect for marketing teams to measure performance and align with objectives.

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Demand generation report template for marketing teams and agencies

Optimize B2B demand generation with this report template. Track conversion rates, cost per conversion, and click-through rates. Analyze social media shares and impressions. Integrate data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and time for strategic insights. Ideal for marketing teams focused on performance.

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Lead generation report template for marketing teams and agencies

Optimize your strategy with the Lead generation report template. Track conversion rates, cost per conversion, and ROI. Analyze B2B, CRM, Email Marketing, and Facebook Ads data. Segment by audience, demographics, and behavior. Measure SQLs, sales cycle length, and CRM contact performance. Ideal for marketing teams seeking actionable insights.

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Instagram Insights report template for marketing teams and agencies

Analyze key metrics with the Instagram Insights report template. Measure CTR, conversion rate, ROI, likes, comments, shares, impressions, and reach. Segment by age, gender, location, and time. Ideal for social media marketers to consolidate performance data and refine strategies. Gain actionable insights to optimize engagement and ROI.

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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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Website report template for marketing teams and agencies

Analyze key metrics with this Website report template. Track conversion rates, average order value, and customer lifetime value. Measure audience demographics, interests, and behavior using Google Analytics 4. Segment data by time periods. Perfect for marketing teams to consolidate insights and refine strategies.

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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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Content performance report template for marketing teams and agencies

Optimize your social media strategy with the Content performance report template. Track conversion rates, engagement, and audience demographics using data from Google Analytics 4, Instagram Insights, and Facebook Insights. Analyze key metrics by campaign, duration, and time. Perfect for marketing teams to measure performance and achieve objectives efficiently.

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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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Meta Ads ROI report template for marketing teams and agencies

Track and measure key metrics with the Meta Ads ROI report template. Analyze CPA, CTR, and ROI across demographic, psychographic, and geographic dimensions. Segment data by time periods. Ideal for Facebook Ads and Paid Media campaigns, this tool helps marketing teams optimize performance and achieve specific goals.

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Paid media report template for marketing teams and agencies

Analyze key metrics like CTR, conversion rate, and CPA with this Paid media report template. Integrate data from Facebook Ads, TikTok Ads, Google Ads, and more. Segment by location, age, and interests. Ideal for PPC specialists to track performance and refine strategies across platforms using Google Analytics 4.

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Monetization report template for marketing teams and agencies

Optimize your marketing strategy with this Monetization report template. Track metrics like conversion rate, CPA, and ROI. Analyze audience dimensions, including demographics and behavior. Integrate data from Google Analytics 4, Shopify, and Facebook Ads. Ideal for e-commerce teams to measure performance and refine tactics. Segment by time for specific 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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