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Copy a template that combines multiple data sources
A D2C dashboard is an interface tool that consolidates data from multiple sources (e.g., Shopify, Google Analytics, Klaviyo) to track and display key performance indicators (KPIs) (e.g., customer acquisition cost, lifetime value, conversion rates), enabling teams to monitor sales and customer engagement performance and create presentations for stakeholders.
D2C dashboards are typically built 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.
An actionable D2C dashboard balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive dashboards for CEOs and stakeholders show the bottom-line impact of D2C strategies. Reviewed weekly, monthly, or quarterly, they include:
Manager dashboards have cross-channel views with drill-downs to see performance by product, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:
Operational dashboards for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
Operational D2C dashboards are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
To build a D2C dashboard, 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 dashboard, design and share via link, PDF or email.
Here’s the breakdown:
Define and connect the data sources to bring to your dashboard. Common sources are Shopify for sales data, Google Analytics for web analytics, CRM for customer data, and Klaviyo for email marketing.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your dashboard.
You can follow these tutorials on connecting your data:
Choose from dozens of D2C dashboard templates in Google Sheets or Looker Studio, designed for use cases like sales monitoring, inventory management, customer engagement, and performance analysis.
Learn to copy Looker Studio templates.
While templates are the starting point. Make them specific for your business. 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 D2C reporting use cases, such as sales monitoring, inventory management, and customer engagement.
Once your dashboard 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:
You can follow these tutorials on adding data to your dashboards
To make your D2C dashboards truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your D2C dashboards:
Share your D2C dashboards via links, PDF, schedule emails, and control permissions.
D2C dashboards should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of D2C strategies towards business goals. They include:
Funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel:
Efficiency KPIs compare your outputs to the cost, including:
Effectiveness KPIs compare the input with the output from one funnel stage to another
Sales and cost KPIs show the bottom-line impact of your D2C performance:
To analyze these D2C KPIs, segment them by: