KPI Dashboard Template Checklist
A starter KPI dashboard layout for online stores — daily revenue, conversion rate, AOV, CAC, blended ROAS and channel performance, ready to clone into Looker, Mode, Metabase or a spreadsheet.
KPI Dashboard Template
A starter dashboard layout that puts daily revenue, CR, AOV, CAC and blended ROAS in one view for online stores.
A KPI dashboard template is a pre-built layout that defines which metrics you track, how they're grouped, and how you compare them week-on-week — so you spend Monday morning reading numbers instead of building charts. For a Shopify or WooCommerce operator, the useful version is opinionated: one daily revenue header, one conversion-rate block, one acquisition block, one channel breakdown.
This template is designed to be cloned into whatever tool you already pay for — Looker Studio, Mode, Metabase, or a Google Sheet wired to your store and ad accounts. It's not a product; it's a layout convention you can rebuild in an afternoon.
Most operators don't have a dashboard problem — they have a fragmentation problem. Revenue lives in Shopify, spend lives in Meta and Google Ads, conversion rate lives in GA4, and the weekly call ends up being whoever screenshots the fastest. A KPI template fixes the layout once so the conversation can move on to what to do about the numbers.
The template below is the seven-block layout we recommend for stores doing roughly €1M–€15M a year. It assumes one storefront, one or two paid channels, and a finance person who wants to see contribution margin without opening a second tab.
Pick five metrics, not fifteen
The fastest way to make a dashboard useless is to show every metric you can pull. If the daily standup needs more than five numbers to decide what to do, the dashboard is doing the wrong job. Put the secondary metrics on a second tab and leave the front page boring.
The seven-block layout
Block 1 — Daily revenue header. Yesterday's gross revenue, orders, and AOV, with a 7-day rolling average and the same three numbers from the prior week. This is the one cell finance and marketing both look at. Keep it big, keep it at the top, and don't let anyone add a sparkline that obscures the number.
Block 2 — Conversion rate and sessions. Site-wide CR, add-to-cart rate, and checkout-completion rate, split by device. Mobile vs desktop is where most stores find their biggest leak; if mobile CR is below 60% of desktop, that's a checkout problem, not a traffic problem.
Block 3 — Acquisition. New-customer CAC, blended CAC, and blended ROAS on a 7-day window. Blended is what your CFO cares about; channel-attributed ROAS is what your media buyer cares about. Show both, but make the blended number the headline so nobody mistakes a Meta dashboard for the truth.
Block 4 — Channel performance. A table with Meta, Google, TikTok, email, and organic as rows, and spend, revenue, ROAS, and share-of-orders as columns. Block 5 — Product mix: top 10 SKUs by revenue with margin. Block 6 — Returns and refunds: 30-day return rate by category, because it's the metric most ops people forget until it eats Q4. Block 7 — Cohort retention: revenue per customer at days 30, 60, 90 — the single best leading indicator that your acquisition mix is healthy.
KPI dashboard template — common questions
Use what you already pay for. Looker Studio is free and integrates with GA4 and Sheets in minutes, which makes it the right starting point for most stores. Mode and Metabase are better once you have a warehouse (BigQuery, Snowflake, Postgres) and a real analyst. A Google Sheet wired to Shopify and your ad platforms is genuinely fine up to about €5M revenue.
Once an hour is plenty for revenue and orders; once a day is plenty for CAC, ROAS, and cohort metrics. Anything faster than hourly creates a culture of checking the dashboard instead of working. The exception is launch days or flash sales, where a 15-minute refresh on revenue and CR is worth the cost.
Both, but lead with blended. Blended ROAS (total revenue divided by total ad spend) is the only number that survives iOS 14, cookie loss, and platform self-reporting bias. Attributed ROAS from Meta or Google is useful for in-platform optimisation decisions, but it should never be the headline number on a finance-facing dashboard.
The pragmatic path is a daily export: total ad spend across platforms divided by new customers from Shopify, calculated in a single sheet or warehouse table. You don't need attribution to compute blended CAC — you just need spend and new-customer counts on the same day.
For Shopify stores in apparel, beauty, and home goods, 2–3% site-wide CR is typical, 3–4% is strong, and above 4% usually means you're either a brand with high repeat traffic or you're under-counting sessions. Benchmark against your own 90-day average first; cross-store benchmarks are too noisy to act on weekly.
Yes, if you can get clean COGS. Contribution margin (revenue minus COGS minus ad spend minus payment fees) is the single most useful number on the dashboard, because it stops the team optimising for ROAS while losing money on discount-heavy SKUs. If COGS isn't clean yet, leave the cell blank rather than guess — fake margin numbers are worse than no margin numbers.
A simple Shopify export of orders with customer_id and order_date, pivoted in a sheet by acquisition month, gets you 80% of the value. Plot revenue per customer at day 30, 60, and 90 for each monthly cohort. The shape of the curve matters more than the exact number.
Yes — the layout is platform-agnostic. The metrics (revenue, CR, AOV, CAC, ROAS, returns, cohorts) all exist on WooCommerce and Magento; the only thing that changes is the connector. WooCommerce typically needs a WP-to-Sheets plugin or a direct SQL pull; Magento usually goes through a warehouse.
One person, not a committee. The head of e-commerce or the senior performance manager is usually the right owner — someone who reads the dashboard daily and has authority to change the layout when a metric stops being useful. Dashboards owned by everyone get edited by no one.
Shopify reports show you Shopify data; GA4 reports show you GA4 data. A KPI dashboard template combines store revenue, ad spend, attribution, returns, and cohort behaviour in one view — the cross-source picture that no single tool gives you out of the box. That stitching is the whole point of a custom dashboard.
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