This template is tailored to those who need a stripped-down version of their E-commerce report, typically meant to be shown to executive-level persons within a company. The idea with the Monthly Executive E-commerce Report is to be able to quickly and easily create a concise yet informative and interactive one-pager type of E-commerce report that will contain only the most relevant monthly parameters and KPIs.
Note: Detailed explanation of each widget and KPI is available in the second-to-last section of this article. You can click on each KPI set below and jump directly onto the explanation for that particular set of widgets.
This template contains 4 sets of KPIs:
- Google Analytics KPIs by Month
→ Revenue by Month
→ Transactions by month
→ Average Order Value by Month
→ Ecommerce Conversion Rate by Month - Facebook KPIs by Month
→ Facebook Purchases & Cost per Purchase by Month
→ Facebook Spend & Purchase Value by Month
→ Facebook Purchase ROAS by Month
→ Facebook ROI by Month
→ Facebook Ads KPIs by Month/Day - Google Ads KPIs by Month
→ Google Ads All Conversions & Cost per All Conversions by Month
→ Google Ads Spend & Purchase Value by Month
→ Google Ads ROAS by Month
→ Google Ads ROI by Month
→ Google Ads KPIs by Month/Day - Shopping Behavior & Top Selling Products from Google Analytics
→ Top Selling Products
→ Shopping Behavior
→ Shopping Behavior (Percentage)
→ Shopping Behavior per Product
→ KPIs by Source/Medium
Now, let’s cover each KPI widget within these data sets.
E-commerce KPI Widgets Explained
Google Analytics KPIs by Month/Day
→ Revenue by Month/Day
Shows total monthly or daily revenue of all the transactions made on your website.
→ Transactions by Month/Day
Displays data on how your E-commerce sales are performing.
→ Average Order Value by Month/Day
Not all purchases are worth the same – but you can still gain valuable insight into how much an individual transaction (on average) contributed to your total monthly or daily revenue by observing this graph.
→ E-commerce Conversion Rate by Month/Day
E-commerce Conversion Rate informs you of how many transactions were made per session – expressed by percentage.
Pro Tip: If this rate is very low, that might indicate poor website’s user experience or wrong audience targeting.
Facebook KPIs by Month
→ Facebook Purchases & Cost per Purchase by Month/Day
The Facebook Purchases metric counts purchase events tracked by your Facebook Business Tool that attributed to your ads. Cost per Purchase shows the average cost of each purchase and is calculated as the total amount spent divided by purchases.
→ Facebook Spend & Purchase Value by Month/Day
Facebook Spend shows the estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule. Purchase Value displays the total value of purchases tracked with the conversion objective. This KPI is calculated by adding the value parameters you set for the purchase conversion standard event.
→ Facebook Purchase ROAS by Month/Day
This widget shows the total return on ad spend (ROAS) from website purchases. This metric is based on the value of all conversions recorded by the Facebook pixel on your website and attributed to your ads. It is calculated as the website purchases conversion value divided by the total amount spent.
→ Facebook ROI by Month/Day
Shows your Facebook Ads ROI (Return on Investment). This is a custom metric calculated as:
((total purchase value – total amount spent) / total amount spent)*100
It shows how many dollars you’ve gained for each dollar spent on your Facebook Ads, expressed as a percentage.
→ Facebook Ads KPIs by Month/Day
Displays all of your Fb Ads KPIs in one place.
Google Ads KPIs by Month/Day
→ Google Ads All Conversions & Cost per All Conversions by Month/Day
This widget displays all conversions (“All conv.”) i.e. the total number of conversions that Google Ads measures for each conversion action. “All conv.” includes data from your “Conversions” column, plus additional data, such as conversions that have their “Include in ‘Conversions’” setting unticked.
Cost per all conversions (Cost/all conv.) shows the average cost of conversion included in the “All conversions” column. It’s your total cost divided by “All conv.”
If you track multiple conversion actions, your overall cost/all conv. may be lower than the cost/all conv. for each action. The cost in this metric only includes ad interactions that could lead to conversions.
→ Google Ads Spend & Purchase Value by Month
Spend – the total amount of money you’ve spent on your campaigns.
Purchase Value – the sum of all conversion values for all conversions.
→ Google Ads ROAS by Month
ROAS, or Return on Ad Spend, shows the average conversion value you receive in return for every dollar you spend on your Google ads. It is calculated via this formula:
Return on Ad Spend = Revenue / Ad Spend x 100
→ Google Ads KPIs by Month/Day
See all of your Google Ads KPIs in one place using this comprehensive table widget.
Shopping Behavior & Top Selling Products from Google Analytics
→ Top Selling Products
This widget displays the data on the products that sell best and make up the most of your revenue (and which don’t).
Pro Tip: You should use this information to adjust your online advertising tactics.
→ Shopping Behavior
Visualizations of the overall funnel activity of users through a site’s E-commerce experience, from the number of sessions that viewed a product, to the number of sessions that engaged in the checkout process, to the sessions completing transactions.
Pro Tip: This widget is very informative in terms of gaining insights into where your potential customers drop off, which you can use to improve the overall check-out process.
Note: Though we do not offer the funnel type chart, Shopping Behavior can be shown just as nicely via bar charts.
→ Shopping Behavior (Percentage)
Visualizations of the overall funnel activity of users through a site’s E-commerce experience, from the percentage of sessions that viewed a product, to the percentage of sessions that engaged in the checkout process, to the sessions completing transactions.
Pro Tip: This widget is quite informative and useful for gaining insights into where your potential customers drop off, which you can use to improve the overall check-out process.
→ Shopping Behavior per Product
Shows data on the overall funnel activity of users through a site’s E-commerce experience, broken down by each product.
→ KPIs by Source/Medium
Shows your most important KPIs by Source/Medium. The “Source/Medium” dimension helps you understand where your traffic is coming from. The Source shows the location from where the users came to your content, for example, a search engine, another website, etc. The Medium describes how users arrived at your content.
Pro Tip: Use this data to figure out which Sources/Mediums perform best and adjust your campaigns to better suit your goals.
