Best Free Ecommerce Reporting Templates: Track Your Most Useful KPIs

What is an Ecommerce Report?

An ecommerce report presents various insights about your ecommerce business. With the help of an ecommerce reporting template, you can get an overview of your online business, including your product order, customer interest, and much more. An ecommerce reporting template allows you to discover potential weaknesses and take advantage of growth opportunities. A detailed and well-crafted ecommerce report is an invaluable tool that gives you more visibility and supports you in making important decisions.

Types of reports in Ecommerce

Ecommerce reports come in various formats, including inventory tracking, customer acquisition, retention, and sales tax reporting. Here is the list of 10 reports, each with a description and a list of essential ecommerce KPIs.

1. Product analytics reports

Product analytics reports, an ecommerce reporting template, help you learn about your products, which ones have the highest sales, and which ones people love. It also explains product performance and the types of customers buying it.

Typically, you’ll generate one report for each product. Still, you can also aggregate these reports into one extensive report or ecommerce dashboard to showcase trends and present the top and lowest performers.

This report shows:

• Total sales for each product
• Detailed sales numbers for each product
• Sales for one product by where it was sold
• Units sold for one product by where people came from
• New vs. repeat customers for one product

2. Website visitor acquisition reports

A customer acquisition report can help you learn more about the origins of website visitors and determine the popularity of certain routes, such as social media, SEO, direct mail (if you included a specific or unique link), referral traffic from media features or other external sites, and other channels.

You should utilize Google Analytics to generate this report, but you can also discover some excellent data in BigCommerce, Shopify, or any other ecommerce platform you use.

This report consists of:

• Sessions
• Channel-specific sessions
• Referrer-led sessions (external website)
• Sessions according to place
• Sessions via particular UTM URLs

3. Marketing reports

There are numerous varieties of marketing. You may choose to compile data for each marketing channel and campaign (like a one-time green marketing campaign), or you may want to compile a comprehensive analysis of all recent marketing initiatives in one location.

We've included some critical indicators frequently found in marketing reports below, but you can customize your report by selecting the metrics that best fit your analysis objectives. When combined, these data can assist you in making more informed choices regarding the automation, budget, and creative approach of your ecommerce campaign with an ecommerce reporting template.

This report consists of:

• Total traffic for each channel or campaign
• Total sales for each channel or campaign
• top-performing goods for each channel or campaign
• Total amount spent on each channel or campaign
• ROI for each channel or campaign
• trends or insights about the best-performing channels and campaigns
• Google rankings overall, from 1 to 10

4. Inventory reports

Inventory reports are crucial in monitoring your stock and alerting you when additional units of a certain product from your manufacturer must be ordered. Additionally, you can find out which products are in demand and attract devoted clients. Depending on your ecommerce strategy, you might need to monitor inventory levels on Amazon, Walmart, Kohl's, DTC stores, retail stores, pop-up shops, and other marketplaces.

Included in this report are:

• Month-end inventory overview
• Average daily sales of inventories
• Product sell-through rate as a percentage of inventory sold
• Amount of stock left for each product
• Days of leftover stock for each product
• Products that are in high demand are highlighted
• Products that are the highlight of slow-moving inventory

5. Website behavior reports

How are users acting on your website? Which pages are their most common entry points, and which drive them out? How many pages do they view during a session? A behavior report can teach you this information.

You can get this data from Google metrics and the ecommerce platform you use to manage your website, just like you would with other metrics.

Included in this report are:

• Most popular pages
• Most often visited entry pages
• Most often used departure pages
• Behavior flow: an illustration of typical sessions with drop-off points, interactions, and starting pages
• Pages-by-sessions
• Sessions via gadget
• Channel-specific sessions

6. Order reports

Order reports can help you better understand your store's average order amount and usual order volume. Use order and sales records to assess whether your special promotions—like donation incentives—raise average order values. This will enable you to assess whether your strategy is working.

This report consists of:

• The total quantity of goods placed in the order
• Total quantity placed
• Total quantity ordered for each product
• Total yields
• Value of an average order (AOV)
• Total returns for each item
• Rate of return for each product
• The average quantity of goods ordered
• Items that are typically ordered in large quantities

7. Sales reports

Sales reports focus on total sales rather than orders, which sets them apart from order reports. To better comprehend how users shop on your website, you can decide to merge these two into a single report. One of the primary distinctions between the two is that the order report tends to segment information by product, whereas the sales report tends to segment information by channel.

This report consists of:

• Total amount sold
• Orders cancelled in total
• Total revenue after discounts
• Total revenue for each marketing avenue
• Total sales for each sales or support employee

8. Multichannel sales reports

While a multichannel sales report covers a wider range of channels, including your DTC site, Amazon sales, and other in-store shops and online marketplaces, it is less detailed than the previous description. Depending on where you sell and the APIs or connections each marketplace offers, you might have to manually gather data from your retailers each month to create this report using an ecommerce reporting template.

Included in this report are:

• Total sales through retailers, DTC, marketplaces, and other channels.
• Return rate across DTC, marketplaces, retailers, and more sales channels.
• Products that are in high demand throughout DTC, marketplaces, retailers, and additional sales channels.
• Products that are being sold at a discount through DTC, marketplaces, retailers, and other sales channels.

9. Sales tax reports

For ecommerce businesses, sales tax is often difficult. The states where you have a presence, such as when you maintain inventory, have an office, or reach a sales threshold that varies from state to state, are the ones you need to identify. Sales tax must be gathered and paid regularly for each state in which you have nexus. Additionally, some online merchants must keep track of VAT and other foreign sales taxes.

Knowing what kind of sales taxes you should collect is the first step in speaking with an ecommerce tax professional. The next stage is reporting sales tax using a tool such as TaxJar or Shopify Analytics.

This report consists of:

• Total tax for each tax jurisdiction
• Each jurisdiction's tax rate
• Count of mandates for each jurisdiction
• The volume of sales by jurisdiction
• Total amount subject to taxation

10. Financial reports

Your CFO can specify the complexity or simplicity of the financial reporting. Sales volume, sales tax, profitability, return rates, and cash flow may be among them. Alternatively, they could function as a high-level summary of earnings and costs.

Here are a few typical KPIs you should include in your ecommerce financial reports for any period. This report consists of:

• Total income
• Total amount sold
• Total quantity placed
• Total tax on sales
• Typical rate of return
• Costs for each category
• ROI for each channel and each campaign
• Present-day cash flow
• Profit and loss for each time frame
• Gain and Loss YTD

Why does your business need an ecommerce reporting template?

A professional ecommerce reporting template can help agencies streamline internal processes and speed up decision-making by properly presenting complex data. You can centralize crucial insights in an ecommerce dashboard and stay on top of your online store performance. Reducing human error through data visualization automation frees up staff time for strategic planning, improving output and increasing customer satisfaction.

Important Parts of an Ecommerce Report

Title Page

When an ecommerce report cover page is polished and branded, it draws attention, upholds your firm's identity, and immediately instills trust in your knowledge.

If the data covers a monthly, quarterly, or specialized campaign, it should be apparent on your cover page and the reporting period. Your clients will thus be able to set clear expectations for the marketing report and quickly grasp the timeline of the findings with the correct ecommerce reporting template.

Executive Synopsis

Clients that are too busy to go through pages of information. An executive summary briefly overviews the most important conclusions and tactical suggestions. The most important parts of the report can be rapidly understood by busy stakeholders thanks to this section's distillation of complex data into actionable insights.

Effective ecommerce report summaries provide concise, significant insights. Observe the following recommended practices:

• Prioritize key findings: The most important trends and data items are emphasized.
• Be concise: Use plain and simple language to promote readability and simplicity of understanding.
• Align with objectives: Customize the summary of the ecommerce campaign's goals and KPIs to ensure relevance and usability.

Net Sales

Net Sales refers to the total amount received from sales, fewer allowances, discounts, and refunds. By incorporating net sales into the marketing reports, agencies accurately represent the financial results of campaigns and the effectiveness of search engine optimization, promotions, and other marketing efforts in generating revenue.

Net sales data also assists agencies in optimizing their marketing campaigns by showing the actual income impact of each marketing strategy on the client's online business. This enables agencies to make focused changes to marketing platforms and channels to enhance client customer acquisition and retention.

Total Refunds

Total refunds measure the total amount customers receive for returned or defective products. This customer data is essential for assessing the influence of the return policy on an ecommerce business and customer happiness. It also includes information on the financial effects of returns and possible problems with product quality or customer expectations.

By monitoring total refunds, agencies may better advise their customers on improving the online shopping experience, improving customer service, and refining their product offerings. Inventory reports and marketing tactics will also be adjusted based on an analysis of refund trends to decrease future refunds and improve customer satisfaction.

Sales by Channel

Revenue is divided by sales channels in an ecommerce business based on the many channels used. This covers both the sales channels (such as online or in-store) where transactions occur and the marketing channels, depending on the business model. This makes it easier to determine which consumer categories are most valuable and to tailor marketing initiatives accordingly.

Sales by channel data is essential for evaluating the effectiveness of several platforms, including online store searches and other sales channels like marketplaces or social media. It helps agencies concentrate on the channels that provide the best returns.

Products by Type & Vendor

Products by Type classifies sales information for ecommerce companies based on several product categories or vendors. This aids in comprehending product performance and coordinating inventory control with customer preferences.

Knowing the relative contributions of various product kinds to overall sales enables focused marketing campaigns to be more effectively created, promoting high-performing products and modifying methods for underperforming categories.

Top Products Sold

The term "Top Products Sold" refers to the products that generate the most money for an online store. By identifying the best-selling items, Top Products Sold provides important information about what generates most of an ecommerce business's revenue.

Showcasing Premier Items Marketing companies can use sold-in ecommerce reports to highlight the products that most appeal to buyers. This information is essential for developing targeted marketing campaigns that take advantage of these products' success and popularity. These campaigns may promote sales, enhance search engine optimization efforts for these products, and provide content specifically tailored to improve visibility and revenue.

Knowing which products are at the top of the sales charts makes planning for future product development and better inventory management easier. This guarantees that marketing funds are allocated to locations that yield the best returns on investment for clients.

Average Order Value

The Average Order Value or AOV determines the average amount a consumer spends on an ecommerce business order. This measure is essential to comprehending consumer purchasing patterns and planning upsell scenarios.

Through the analysis of Average Order Value, agencies suggest certain strategies like product bundling, upselling throughout the checkout process, or presenting tailored promotions to stimulate higher spending. By optimizing the value of each transaction and customizing their strategy to draw in clients, agencies may increase customer lifetime value (CLV) and foster business expansion through effective AOV management.

Google Shopping Conversions

Google Shopping Conversions counts the number of successful purchases completed via Google advertisements, indicating the channel's effectiveness in boosting an online store's revenue.

Agencies can assess the real-time effectiveness of these ads and determine the direct sales impact of their Google Shopping campaigns using Google Shopping Conversions data. Agencies refine product listings, modify bidding methods, and fine-tune ad placements to increase visibility and attract more customers by evaluating conversion rates.

Efficiently monitoring Google Shopping Conversions enhances a company's ability to optimize advertising spend, increase return on investment, and guarantee that marketing initiatives directly impact the ecommerce enterprise's bottom line.

Social Shopping Purchases

Transactions directly related to social media advertising are counted through purchasing Facebook, Snapchat, and Instagram ads.

Marketing agencies must assess social media's ability to increase sales by using analytics related to social shopping purchases. These data points clearly show how well social media marketing efforts convert viewers into purchases. By tracking transactions made through social media advertising, agencies improve creative content, budget, and ad targeting to maximize conversion rates.

Analyzing these purchases helps improve social marketing tactics and guarantees that advertising expenditures result in sales. Customizing social campaigns based on purchase data from social advertisements supports strategies for social engagement, long-term customer acquisition, and sales performance.

Best ecommerce reporting templates in 2025

This section discusses the tools and templates for preparing reports and insights for ecommerce companies.

Google Sheets Templates

These are pre-made spreadsheet templates that work with Google Sheets, a cloud-based spreadsheet tool that Google offers. They are easily customizable ecommerce reporting templates that allow users to input their data for effective information analysis and report fabrication.

• Shopify Dashboard with Traffic and Sales Report: As the name implies, this template offers an excellent overview of customer traffic and sources. It is specific for use on the Shopify platform. It provides website traffic, conversion rate, average order value, and more to keep Shopify sellers updated on how their online stores perform.
• Amazon Seller - Sales and Traffic Business Report: The template, designed for Amazon sellers, provides an overview of the platform's sales and traffic. It helps sellers keep track of sales distribution, traffic sources, and customer behavior and optimize their selling strategy accordingly.
• WooCommerce - Reviews and Ratings: The template was specifically designed for WooCommerce users. It is about product reviews and ratings. Sellers can access customers' feedback, ratings, sentiments, review trends, and so on to experiment with their applications and increase customers' complacency.
• WooCommerce Overall Performance Report: This template focuses on the overall performance of WooCommerce stores as a comprehensive analyzer. The dashboard incorporates measures like revenue, order volume, customer acquisition costs, and inventory turnover, providing sellers with a snapshot of their ecommerce business and areas for improvement.

Looker Studio Templates:

The Looker Studio Templates are ready-made reporting templates available within Looker Studio, a data exploration and analytics platform. These ecommerce reporting templates aim to give users instructions for action and visuals based on their data.

• Shopify Ecommerce Report: This ecommerce report example features a comprehensive evaluation of Shopify stores’ ecommerce data. It is a tool that enables visualizations and analysis of sales trends, customer behavior, product performance, and other factors, thus empowering Shopify sellers to make data-driven decisions to help them grow their business.
• Shopify Overview: The template provides a short introduction to Shopify store performance. It highlights vital areas like sales, conversion rate, and customer lifetime value. This reduces the time sellers spend self-assessing the Shopify business and spotting areas for improvement.
• Amazon Seller: Customized for Amazon sellers, this template covers orders and sales performance metrics. It allows sellers to monitor patterns of orders, sales rates, and top-selling products, among other factors, to enable them to utilize efficient inventory management and a pricing strategy for Amazon.
• Shopify Overview Report: This report serves the same purpose as the Shopify Overview template—to provide a thorough snapshot of Shopify store performance. It covers visualizations and analytics of revenue trends, customer demographics, sales performance metrics, and more, thereby enabling sellers to better understand their Shopify business.

How to create ecommerce reports to drive strategies?

Creating ecommerce reports to drive strategies involves key steps:

Define objectives

Determine the particular targets and objectives that you want to reach through your ecommerce reports. For instance, you might intend to ramp up sales, boost conversion rates, build customer loyalty programs, or attract new customers.

Identify key metrics

Establish notions of key performance indicators (KPIs), i.e., measures to achieve intended goals. These metrics include sales revenue, conversion rate, average order value, customer acquisition cost, website traffic, bounce rate, and customer lifetime value.

Select reporting tools

Select the right tools and techniques for reporting that make your data collection and analysis efficient. Case in point is the use of ecommerce platforms (e.g., Alibaba and eBay, Wix, Shopify, WooCommerce), analytics tools (e.g., cookies, cloud storage systems, Electronic Data Interchange (EDI), reporting software, data transfer methods, etc). In all these tools, dynamism plays a critical role: those tools offer customization, flexibility, and an innate ability for evolution and improvement.

Collect data

Gather data from your ecommerce platform, website analytics, marketing channels, and customer interactions. Make sure that you gather accurate and informative information and detailed statistics for the sake of your job.

Organize data

Present your data in a way that facilitates analysis and provides a report. This may include several classification levels: date, product categories, customer segments, marketing channels, and other relevant dimensions.

Create reports

Design ecommerce reports and dashboards to display your most important metrics visually, giving you insights that you can use to fix problems and boost your business. Include different visualization tools, such as pictures, charts, and tables, to help create a better understanding among the audience. Adapt your reports to a particular audience depending on their needs and preferences.

Analyze trends

Carry out a root analysis of your trends and patterns to discover hidden facts and opportunities. SepIntellectier: Highlight your ecommerce performance strengths and weaknesses, as well as the new digital marketing trends and customer behavior fluctuations that might determine your business's success or failure.

Generate insights

Turn your reports into action to get the necessary data for strategic decision-making. Outline prospects for the gradual downsizing process, e.g., enrichment of the product palette, better pricing strategies, marketing campaign adjustment, or user experience improvement.

Monitor performance

Monitor and assess the performance of your ecommerce strategies on an ongoing basis. Track the impacts on important metrics over time and the success of your interventions; modify the approach if necessary to accomplish your goals.

Implement strategies

Leveraging your competitor's ecommerce report, define and implement strategic initiatives. Try various techniques, track their influence on the main metrics, and change them depending on the performance data results.

How to create ecommerce reports with Google Sheets templates?

Finding templates in Google Sheets is a very simple process. Here's how you can do it:

Explore template gallery

After you open Google Sheets, you can find the "Template Gallery" option. Often, it can be found in the top-right corner among the list of icons represented by a grid icon. Click on it to access the Template Gallery.

Search for ecommerce reporting templates

In the Template Gallery, search for templates using the search bar or browse through the categories to find relevant ecommerce report examples. You may want to use keywords such as "ecommerce reporting" or "sales report" to search the web. Other variants could be "business analytics" or "performance metrics.”

Review available templates

Surf the different templates present under ecommerce reporting. Look for templates that accommodate the functions and layouts of monitoring sales, traffic, product performance, and other metrics mentioned in the article.

Select and use a template

When you have a recommended template, click again to render more details. If provided with the necessities, click the "Choose Template” to create a new Google Sheets sheet based on that template.

Customize the template

When you open the template, you must personalize it to fit your requirements. Insert the data, edit the templates, and customize it further to monitor the KPIs.

KPIs to track

In the ever-changing world of ecommerce, strategic decision-making is the key to success. Sellers should not ignore the integration of data-driven insights through proper reporting in their strategy. This paper highlights and discusses the significance of ecommerce reporting and the free templates indispensable to every ecommerce seller.

Sales Revenue: Track the overall revenue generated from ecommerce sales over a certain period, such as daily, weekly, or monthly. This metric provides a glimpse of the ecommerce business's overall financial performance.

Conversion Rate: Monitor the percentage of website visitors who purchase something. The conversion rate is calculated by dividing the number of conversions (purchases) by the total number of visitors. It measures how effective your website is in converting visitors into customers.

Average Order Value (AOV): Compute the typical sum customers spend on each purchase. AOV is obtained by dividing total revenue by several orders. Enhancing AOV can result in higher revenue and a better profit margin.

Website Traffic: Monitor the number of web visitors to your ecommerce website month by month. Assessing the website traffic will show the trends and marketing effectiveness and identify user behavior.

Customer Acquisition Cost (CAC): Calculate the cost of obtaining a new customer through marketing and advertising campaigns. The CAC can be compared to customer lifetime value (CLV) to determine the ROI of the marketing campaigns.

Customer Lifetime Value (CLV): Decide how much a customer is worth to your business in terms of the money they would spend on your product for their entire relationship with your brand. CLV is a tool for deciding which customers to acquire and which to retain by identifying the most valuable customers.

Cart Abandonment Rate: Monitor the number of visitors who proceed to the cart but fail to make a purchase and leave the website. Reducing this rate would enhance conversion rates and profitability.

To wind up

Last but not least, we cannot overemphasize the necessity of ecommerce reporting for sellers who want to remain relevant in the market. Through data-driven insights and extensive reporting templates, sellers can accumulate useful information regarding business performance to make better-informed decisions, adjust strategies, and achieve business success in the fast-changing ecommerce scene.