Complete Guide to E-Commerce Reporting (w/ types & tools)

Complete Guide to eCommerce Reporting (with Types & Tools)

Complete Guide to eCommerce Reporting blog image

In this article, we will explore eCommerce reporting, focusing on the critical eCommerce reports and the robust tools that make them possible.

For eCommerce business owners, managers, and digital marketing professionals, grasping these reports and the tools behind them is essential for making informed decisions and increasing your online sales performance.

  • eCommerce businesses can’t thrive without data, and our guide outlines how to leverage eCommerce data effectively to make informed decisions
  • Discover the key sales reports that unveil your business’s performance, helping you optimize strategies across multiple channels
  • Dive into eCommerce reporting to uncover customer behavior and tailor your online store for superior user experience
  • Learn how to track your conversion rates, the lifeblood of eCommerce, and unlock the secrets to boosting sales
  • In a world of evolving digital commerce, staying ahead means mastering eCommerce reporting. Explore our guide for a competitive edge.

What Is an eCommerce Report?

An eCommerce report is a valuable resource that provides essential insights about your online retail business. These insights include various metrics and key performance indicators (KPIs) that are specifically relevant to your business’s performance.

These metrics may include but are not limited to, key figures such as;

  • Cost Per Acquisition
  • Revenue
  • Customer Data
  • Site Visits
  • Conversion Rates
  • Average Order Value

Understanding these metrics is a must for assessing and enhancing your eCommerce operations.

Types of eCommerce Reports

Various types of eCommerce reports exist, each designed to present specific data sets and metrics. Leading e-commerce platforms like Shopify and BigCommerce offer reporting capabilities.

Though the quantity of reports may vary between platforms, they typically provide a set of standard eCommerce reports that are essential for effectively monitoring your online business. These reports help you gain valuable insights into your eCommerce operations.

The Importance of eCommerce Reporting

The significance of eCommerce reporting lies in its capacity to provide critical insights that are instrumental for informed decision-making in the realm of online businesses. These insights encompass:

  • Comparison: eCommerce reports enable the comparison of data to identify both commonalities and disparities. This can involve comparing data across different time periods or juxtaposing two distinct metrics within a single report.
  • Relationships: By utilizing reports, one can discern the connections between data points or potential relationships. For instance, reports can elucidate whether the number of page views correlates with conversion rates.
  • Distribution: eCommerce reporting showcases the frequency of occurrences within a dataset, often across one, two, or three dimensions. For example, one might examine the distribution of customer lifetime value categorized by city.
  • Configuration: These reports reveal the constituent elements that constitute a whole. For instance, when examining your generated revenue, you might discover that 35% is attributed to paid search, while 70% originates from organic search. Understanding these statistics is crucial for optimizing your business strategies.

Top 10 eCommerce Reports to Monitor for a Successful Business

Selecting the right eCommerce reporting tool is crucial, and luckily, there’s one suited for every business. Most eCommerce platforms, including Shopify, Adobe Experience Cloud, and WooCommerce, offer user-friendly analytics reports tailored to your needs.

These reports simplify performance assessment, product portfolio analysis, and customer behavior understanding, making them indispensable for online success. Below, we’ll share some examples of eCommerce reports you can likely access from your eCommerce platform.

Report #1: Overview Dashboard

The Overview Dashboard report offers a comprehensive and quick snapshot of your e-commerce business’s performance, making it an invaluable tool for online retailers. This report typically includes the following key metrics:

  • Traffic: This metric reveals the volume of visitors to your online store, providing insights into the effectiveness of your marketing efforts and SEO.
  • Orders: It shows the number of orders placed by customers, offering a direct measure of your sales performance.
  • Visitor Data: Visitor data provides essential information about the demographics, behavior, and preferences of your site’s visitors, aiding in better understanding your audience.
  • Sales: The sales metric quantifies the revenue generated from your online sales, giving you a clear indication of your business’s financial health.

The overview dashboard is indispensable for e-commerce businesses because it allows you to monitor your store’s performance across all sales channels. By regularly reviewing this report, you can identify trends, track the impact of marketing campaigns, and make informed decisions to optimize your online business.

Shopify Overview Dashboard, courtesy of Avada.

Report # 2: eCommerce Sales Report

An eCommerce sales report is a vital tool that offers detailed insights into the total sales generated by your online business. This report can be further broken down based on various criteria, such as:

  • Sales Over Time: Providing a historical perspective of your sales performance, including daily, weekly, monthly, and yearly trends.
  • By Product: Segregating sales figures to reveal which products are driving revenue and which may require attention.
  • By Region: Offering geographical insights into where your sales are concentrated, helping tailor marketing efforts accordingly.
  • By Channel: Identifying which sales channels, be it social media, email marketing, or your website, are the most effective in generating revenue.

This report is invaluable for making data-driven decisions. For instance, you may discover that your eCommerce sales consistently surge on Saturday mornings, prompting you to schedule promotions or marketing activities at that time.

Additionally, by analyzing the products and marketing channels contributing to high sales, you can refine your strategies, maximize profitability, and allocate resources effectively.

Report # 3: Finance Report

Finance reports are crucial in streamlining your financial data and simplifying the bookkeeping process. These reports typically encompass various essential elements, including:

  • Sales: Providing an overview of your sales figures, helping you gauge revenue performance over a selected timeframe.
  • Payments: Detailing the various payment transactions made and received within your eCommerce operation.
  • Liabilities: Outlining any financial obligations or debts that need to be addressed.
  • Gross Profit Reports: Offering insights into your business’s profitability by calculating revenue minus the cost of goods sold.

These finance reports effectively organize your sales and returns, making it easier to manage your tax responsibilities. They are customizable, allowing you to select specific timeframes, add or remove metrics, dimensions, and filters to tailor the reports to your unique needs.

Furthermore, in cases where an order contains multiple products, each product is delineated as a separate sale or return within the report, ensuring granular detail.

Report #4: Funnel Report

The Funnel Report is a valuable tool for eCommerce businesses, specifically designed to dissect and assess the effectiveness of your marketing funnel. Typically, this report comprises a visual representation of the customer journey, illustrated in a funnel chart.

It delineates the sequential steps leading to a successful conversion within the e-commerce experience. The stages often include:

  • Viewing Products: Visitors start by browsing a list of products on your e-commerce site.
  • Product Selection: They proceed to select a specific item of interest.
  • Adding to Cart: The chosen item is added to the shopping cart.
  • Checkout: Visitors move on to the checkout process.
  • Payment: The final step involves completing the payment for the selected product.

By analyzing this report, you can identify potential drop-off points and optimize your marketing strategies to enhance the conversion rate, ultimately leading to increased sales and revenue.

Example of Funnel Report.

Report # 5: Sessions by Device

The Sessions by Device report is a crucial aspect of understanding user behavior across different devices in your e-commerce ecosystem.

It delves into the percentage of visits and sales originating from various devices, including desktops, mobile phones, and tablets. This valuable data sheds light on the user experience offered on different platforms.

If you notice significant differences in conversion rates and bounce rates between different device types, it signals a cross-device challenge. These metrics may hint that issues related to screen size are negatively impacting the overall user experience.

In response, this data could warrant a website redesign, prioritizing a mobile-first approach to cater to the growing mobile e-commerce trend. According to Statista’s Market Insights, mobile eCommerce sales reached a staggering $2.2 trillion in 2023, now constituting 60% of all global eCommerce sales.

Report # 6: Customer Report

The Customer Report is an essential tool for in-depth analysis of your eCommerce clientele. This report is instrumental in addressing critical business queries related to customer behaviors, enabling you to optimize strategies for revenue generation and cost reduction.

Customer data analysis often involves segmentation and clustering techniques to discern distinct patterns. Visualizations like customer breakdowns offer a clear insight into customer demographics, preferences, and purchasing habits.

Example of Customer Report.

Moreover, there are specialized customer reports available, such as customer cohort reports, which provide a deeper understanding of customer behavior over time.

By leveraging these reports, e-commerce businesses can tailor their approaches to enhance customer satisfaction, drive sales, and reduce operational costs.

Report # 7: Marketing Report

According to the U.S. Small Business Association’s recommendations, B2C businesses, including eCommerce companies, should allocate approximately 7-8% of their revenue towards marketing efforts. This underscores the importance of judiciously investing in marketing to foster business growth.

The Marketing Report is a pivotal tool in assessing the impact of your marketing endeavors on your eCommerce enterprise. This report aggregates data related to various marketing activities, encompassing campaigns, email analytics results, social media analytics results, search engine optimization (SEO) outcomes, and data on affiliates and resellers.

For instance, an online store marketing report provides a comprehensive overview of marketing channel performance.

Screenshot of example Marketing Report.

By looking into the data within reports such as the one above, eCommerce businesses can identify the most effective marketing channels contributing to conversions.

This data-driven insight empowers businesses to make informed decisions for optimizing these channels, ultimately maximizing revenue and ensuring a strong return on marketing investment.

Report # 8: Online Store Cart Analysis

Monitoring your customers’ interactions with items in their shopping carts is immensely valuable for enhancing your eCommerce strategy. The Online Store Cart Analysis report is a treasure trove of information that inspires upselling opportunities, product bundling, and the development of new marketing campaigns, all based on frequently associated products.

For instance, when customers purchase items like smartphones, they might also add complementary products like phone cases and screen protectors to their carts.

While this is a straightforward example, the report can uncover less obvious pairings that may not be immediately apparent. These insights serve as a wellspring of creative sales inspiration and are pivotal for increasing your Average Order Value (AOV).

Consider, for instance, a scenario where customers buying outdoor grills often include grilling utensils, covers, and recipe books in their shopping carts. This type of analysis can unveil opportunities to market these items as a bundled package, enticing customers to purchase more, and thereby boosting your sales revenue.

Report # 9: Carts Report

Just as understanding what customers are purchasing together in their shopping carts is valuable, it is equally crucial to comprehend why and when they choose to abandon their carts.

The Carts Report is a powerful tool that unravels the mysteries behind cart abandonment, shedding light on why people refrain from completing their purchases and highlighting potential areas of improvement.

This report provides essential data that unveils the hidden opportunities your website may miss. It typically includes insightful metrics such as:

  • Total Abandoned Carts: Quantifying the number of shopping carts that were left without a completed transaction.
  • Total Abandoned Cart Revenue: Calculate the revenue lost due to abandoned carts.
  • Cart Abandonment Rate: Determining the percentage of visitors who initiated the checkout process but left without finalizing their purchase.
  • Top Abandoned Products: Identifying which products are most commonly left in abandoned carts, along with their associated revenue and the number of abandoned carts containing them.

By looking at the Carts Report, eCommerce businesses can pinpoint specific issues and bottlenecks that hinder the completion of purchases. Armed with this knowledge, they can implement strategies to recover abandoned carts, improve the user experience, and ultimately boost sales revenue.

Take a look at this example report from BigCommerce:

Example Carts Report from BigCommerce.

Report # 10: Product Sell-Through Rate

The Product Sell-Through Rate serves as a straightforward and insightful metric that reveals the percentage of your total inventory that has been successfully sold within a specific timeframe.

This uncomplicated calculation provides a key indicator of your store’s performance, aiding in gauging the overall health of your inventory management.

The formula for this rate is simple: Divide the total number of items sold by the total number of items available, expressed as a percentage.

For instance, if 100 items were sold out of an inventory of 200, your Product Sell-Through Rate would be 50%.

It’s important to note that the calculation considers any restocks or additions during the selected period, excluding returns or other inventory adjustments. The amount of items sold is recorded on the last day of the chosen timeframe.

Due to data processing considerations, the report typically provides data up to two days before the current date.

eCommerce Reporting Best Practices

Best Practice 1 – Start with Net Profit

Net profit is calculated as Total Revenue minus Total Expenses. It’s the ultimate measure of your business’s financial health. Increasing net profit hinges on a simple equation: boost revenue while trimming costs. Most other KPIs should be seen in the context of either increasing revenue or reducing costs, making net profit a foundational guide for sound decision-making.

Best Practice 2 – Understand Website Visitors & Traffic

eCommerce businesses need to track their web traffic carefully. Establish a regular monitoring routine on daily, weekly, and monthly scales to observe trends, peaks, and valleys. This data serves as the foundation for setting achievable marketing goals. Combined with more detailed web activity KPIs, it empowers you to fine-tune your marketing and web design strategies for maximum impact.

Best Practice 3 – Conversion Rate

The conversion rate, measured as the number of buyers divided by total visitors, is a key indicator of your brand’s alignment with your target audience. Besides the overall rate, evaluate source-specific conversion rates.

This crucial metric should be regularly assessed, especially after adjustments to website development, product selection, pricing, CTAs, or marketing campaigns. Average e-commerce conversion rates typically range between 2.5 to 3%, with a baseline goal of achieving 3% or more.

Best Practice 4 – Average Order Value

Average Order Value (AOV) measures the effectiveness of each conversion in enhancing your net profits. Calculate it as total generated revenue divided by the number of orders within a specific period. Regularly assess AOV, especially when modifying practices like free delivery thresholds and cross-selling strategies, to optimize this metric. It’s important to note that AOV varies significantly across industries.

Best Practice 5 – Cart Abandonment

According to Hotjar, the average cart abandonment rate hovers around 69.99% based on data from 48 studies, maintaining this level since 2014. Cart abandonment is a major contributor to low conversion rates, representing users who add items to their cart but don’t complete the purchase.

Reasons for abandonment often include a cumbersome registration or checkout process, lack of trust signals, site usability issues, region restrictions, web design complications, and more. Analytics tools provide precise insights into where in the buyer’s journey customers abandon their carts, with higher rates often observed on mobile devices.

Best Practice 6 – Cost per Acquisition (CPA)

Cost per Acquisition (CPA) is the average expense of acquiring a new customer and is calculated as marketing costs divided by conversions. It serves as a valuable metric for evaluating both your overall marketing budget and the performance of individual campaigns. When compared to the Average Order Value (AOV), CPA helps ascertain the return on investment for each customer, represented as AOV (revenue) minus CPA (expense).

Effective use of CPA enables you to pinpoint campaigns with lower conversion rates that have a more significant impact on your profitability than click-through rates. If your CPA is too high, it signals the need to enhance your buyer persona and marketing strategies, potentially requiring additional resources and strategic financial methods.

A benchmark to consider is a Customer Lifetime Value (CLTV) to CPA ratio of 3:1. If your ratio falls close to 1:1, it suggests your acquisition cost is excessive. Conversely, if it surpasses the benchmark, such as 4.5:1, you may not be investing enough and could miss opportunities to acquire and convert leads effectively.

Best Practice 7 – Bounce Rate

The bounce rate reveals the percentage of visitors who enter your online store but promptly depart. Calculated as visitors who immediately leave divided by total visitors, this metric is invaluable for pinpointing website issues. It aids in diagnosing issues within the site, such as landing page problems or general challenges like out-of-stock products that deter customers.

In terms of web development, prioritize the landing page and pages directed to by marketing efforts. A bounce rate ranging between 20% and 45% is typically considered a favorable benchmark for eCommerce.

Best Practice 8 – Traffic and Revenue Sources

Utilize web analytics tools for quickly identifying customer sources, such as search pages, email, ad click-throughs, and direct URL entries. Deciphering the most traffic and revenue-rich channels is imperative for a more targeted and efficient marketing strategy.

Best Practice 9 – Time Spent on Site (Browse Time)

There are two critical facets of this KPI:

  • Average page views.
  • Amount of time spent on the site.

Attracting not just visitors, but the right audience aligned with your brand, is paramount. Common culprits for quick site departures include improperly implemented keywords, sluggish site speed, and unattractive design.

By aligning these metrics with your bounce rate, you can identify unengaging site elements. This insight facilitates attracting a better-suited audience, improving engagement, and minimizing cart abandonment.

Best Practice 10 – New vs. Returning Customers

Acquiring a new customer often incurs five times higher costs than retaining an existing one. A mere 5% boost in customer retention can lead to profit increases between 25-95%. Selling to an existing customer boasts a 60 to 70% success rate, while selling to new customers typically ranges between 5 to 20%. Fluctuations in this metric may signify challenges in your customer service or marketing and branding strategies.

Tips for Analyzing an eCommerce Report

When diving into your eCommerce report, remember that consistency is key. Whether you’re just beginning or have an existing setup, follow these principles:

  • Remain Consistent: Evaluate your data consistently, benchmarking sales trends using gross, net, or total sales. A well-defined set of Key Performance Indicators (KPIs) will guide your analysis, ensuring that you make data-driven improvements without becoming overwhelmed.
  • Watch Your Checkout Funnel: Monitor your online store’s conversion rate and checkout funnel. Identifying drop-offs at different stages reveals potential barriers. This insight allows for customization and problem-solving, such as offering tailored incentives for different customer groups.
  • Zero In on Search Results: Utilize a “top online store searches with no results” report to uncover missed sales opportunities. If many searches are left unmatched, consider implementing an intelligent search tool on your site to enhance the customer experience.
  • Segment Customer Lifestyles: Explore individual customer profiles, tracking touch points across devices and understanding their impact on sales—segment customers by their different purchases, providing valuable insights into customer behavior and preferences.

Best Tools to Assist in eCommerce Reporting

Tool 1: Google Analytics

Screenshot from Google Analytics.

Google Analytics offers invaluable, cost-effective tools to comprehensively comprehend your customers’ journey across various devices and platforms. It equips you to enhance marketing ROI by delivering data-driven insights.

This critical tool is a linchpin for evaluating e-commerce performance, with approximately 87% of the top 10,000 websites relying on it for data collection and analysis. Utilize Google Analytics to gain a profound understanding of your online store’s performance, empowering you to fine-tune your eCommerce marketing strategy for future success.

Tool 2: Kissmetrics

Screenshot from Kissmetrics.

Kissmetrics is a reporting tool tailored for eCommerce and SaaS businesses, designed to provide in-depth customer insights. With a user-friendly platform, it facilitates the creation of funnels, customer behavior analysis, and revenue tracking.

Key features include revenue breakdown by channel and customer cohort, tracking popular products, and analyzing customer journeys to assess the impact of various touchpoints.

Additionally, Kissmetrics helps identify inactive customers, aiding in creating targeted marketing campaigns. While it offers robust capabilities, some users find its interface less intuitive, and its pricing may be prohibitive for smaller eCommerce businesses.

Tool 3: Google Search Console

Screenshot from Google Search Console.

Google Search Console offers a suite of tools and reports to assess your website’s search traffic and performance. It aids in identifying and resolving issues, ultimately enhancing your website’s visibility and performance in Google Search results.

Google Search Console differs from Google Analytics by primarily focusing on how your site performs in search results and providing specific data related to search queries, indexing, and site visibility.

Tool 4: Heap

Screenshot from Heap.

With a user base of over 10,000 companies, Heap provides a robust solution to help businesses comprehend their customers’ end-to-end journeys. Its unique digital insights platform equips businesses with a comprehensive understanding, enabling swift enhancements in conversion rates, customer retention, and overall user experience.

Heap empowers businesses to unlock actionable insights, ultimately driving improved conversion, activation, and customer satisfaction.

Tool 5: Supermetrics

Screenshot from Supermetrics.

Supermetrics simplifies data integration from 100+ platforms, rendering it readily available for analysis within your preferred reporting and analytics tools. It offers cost efficiency, with an 80% reduction in maintenance costs.

Once set up, Supermetrics automates the integration process, delivering significant savings compared to building custom integrations in-house.

What Key Metrics Should I Track in eCommerce Reporting?

Honing in on critical metrics is paramount. To steer your online business toward success, you must identify and monitor the right data. In this section, we’ll list the key eCommerce metrics crucial for making informed decisions and optimizing performance.

  • Impressions: The number of times your content or ad is displayed to users.
  • Reach: The total number of unique users exposed to your content or brand.
  • Engagement: Measures how users interact with your content, such as likes, shares, comments, or clicks.
  • Email Click-Through Rate: The percentage of email recipients who click on links in your email.
  • Cost per Acquisition (CPA): The expense incurred to acquire a new customer.
  • Organic Acquisition Traffic: Visitors who land on your site through unpaid, non-advertising channels.
  • Social Media Engagement: Metrics on how your audience interacts with your social media posts.
  • Abandonment: Refers to users leaving a process, such as a checkout, before completing it.
  • Micro to Macro Conversion Rates: Tracking progress from small actions (micro) to significant actions (macro), like making a purchase.
  • Average Order Value (AOV): The average value of orders placed on your site.
  • Sales Conversion Rates: The percentage of site visitors who make a purchase.
  • Customer Retention Rate: Measures the ability to keep existing customers.
  • Customer Lifetime Value (CLV): Predicts the total value a customer will bring during their entire engagement with your business.
  • Repeat Customer Rate: The percentage of customers who make multiple purchases.
  • Refund and Return Rate: Tracks the number of returns or refunds issued.
  • Ecommerce Churn Rate: Identifies the percentage of customers who stop buying from your store.
  • Net Promoter Score (NPS): Assesses customer satisfaction and loyalty.
  • Subscription Rate: The number of users who opt for a subscription service.
  • Program Participation Rate: Reflects the engagement level in loyalty or marketing programs.

Challenges in eCommerce Reporting (and How to Overcome Them)

Ecommerce reporting is a powerful tool for optimizing your online business, but it comes with its share of challenges.

  • Fully controlling access to data for data security and privacy
  • Obtaining raw, unsampled data without incurring excessive resource costs for accurate reporting
  • Ensuring the collection of correct data, free from duplication or loss
  • Maintaining the relevance and granularity of data for meaningful insights

To surmount these challenges, implement robust data security measures, invest in data collection tools, and regularly audit and refine your reporting processes to ensure data accuracy and relevancy.


Harnessing the power of data through effective reporting is the key to staying competitive and driving success. From understanding customer behavior to optimizing marketing strategies, the insights you gain from comprehensive reporting can be a game-changer.

As you embark on your eCommerce journey, remember to choose the best tools, track the right metrics, and tackle challenges with a data-centric approach.

If you’re ready to dig deeper into the e-commerce universe, don’t miss our articles on the best eCommerce platforms and best eCommerce hosting, where you can find valuable guidance and advice to take your online business to new heights.

Next Steps: What Now?

Learn More About eCommerce

Frequently Asked Questions

What should be included in an eCommerce report?

An effective eCommerce report should include key metrics such as traffic, conversion rate, average order value, bounce rate, cart abandonment rate, sales conversion rates, and customer retention rate. It should also encompass financial data, marketing performance, customer behavior insights, and relevant KPIs tailored to your business goals, providing a comprehensive view of your online store’s performance and areas for improvement.

How often should I check my eCommerce reports?

Regularly monitoring eCommerce reports is crucial. Review daily reports for immediate insights, weekly reports for trends, and monthly reports for in-depth analysis. Additionally, consider real-time monitoring for specific metrics like cart abandonment.

The frequency depends on your business goals, but a balance between daily, weekly, and monthly checks ensures timely adjustments and long-term strategies.

How can I use eCommerce reporting to increase sales?

Leverage eCommerce reporting to boost sales by analyzing data to inform strategic decisions. Identify high-performing products, optimize pricing, and improve customer experience. Target marketing efforts based on customer behavior insights.

Reduce cart abandonment by addressing checkout issues. Continuously monitor metrics and adjust strategies to maximize revenue, ensuring data-driven growth for your online business.

What's the difference between eCommerce analytics and eCommerce reporting?

eCommerce analytics involves in-depth data analysis to gain insights and understand trends, while eCommerce reporting presents specific metrics and data in a structured format.

Analytics requires deeper exploration, like customer segmentation, while reporting simplifies data for regular review. Both are essential for informed decision-making, with analytics providing the foundation for robust reporting.

How important is real-time reporting in eCommerce?

Real-time reporting is crucial in eCommerce as it allows immediate responses to customer behavior and sales trends. It helps prevent cart abandonment, optimize marketing campaigns, and improve customer experience.

Timely adjustments can lead to higher conversion rates, increased revenue, and better customer satisfaction, making real-time reporting a valuable tool for online businesses.

Can I get reporting on cookies?

Reporting on cookies generally involves tracking their usage and performance on a website, which is typically done through web analytics tools like Google Analytics. These tools can provide data on cookie-related metrics, such as the number of cookies set, their expiration periods, and user interactions with cookies. However, the extent of available cookie reporting may vary depending on the analytics platform and specific configuration.

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