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Guide to Ecommerce Reporting: 33 Report Types and Tools

Guide to Ecommerce Reporting: 33 Report Types and Tools

Ecommerce reports come in many shapes and sizes: from high-level analytics dashboards to multipage PDF reports. 

In this ultimate guide to tracking and analyzing ecommerce marketing, inventory, and product performance, we’re covering:

  • 15 types of reports
  • 13 different tools to try
  • 5 reporting templates to kickstart your analysis

15 types of ecommerce reports

There are many different types of ecommerce reports, from inventory tracking to customer acquisition to retention and sales tax reporting. 

Check out our master list of 15 different reports, with a description and list of ecommerce metrics to include for each report.

1. Product analytics reports

A product analytics report helps your team understand which products are the most popular. Diver into product conversions, product performance, and what types of customers buy which products. 

Typically, you’ll generate one report for each product, but you can also aggregate these reports into one larger report or dashboard in order to showcase trends and present both the top performers and lowest performers.

This report includes:

  • Net sales by product (not including discounts and returns)
  • Sales breakdown by product (including discounts and returns)
  • Net sales by channel for a specific product
  • Net units sold by traffic source for a specific product
  • Repeat customers versus new customers for a specific product
  • Product page conversion rates

2. Website visitor acquisition reports

With a customer acquisition report, you can better understand where your website visitors are coming from. Discover the popularity of various channels like social media, referral traffic from media features or other external sites, SEO, direct mail (if you provided a special or unique link), and other channels. 

To pull this report, you’ll probably want to use Google Analytics, but you might be able to also find some great data in Shopify, BigCommerce, or whatever ecommerce platform you use. 

This report includes:

  • Sessions
  • Sessions by channel
  • Sessions by referrer (external website)
  • Sessions by location
  • Sessions by specific UTM links

3. Marketing reports

There are many different types of marketing. You might want to create a report for every marketing channel and campaign (such as a one-time green marketing campaign), or you might want to analyze all recent marketing activities in one place. 

Below, we’re including key metrics that will often appear in a marketing report, but feel free to pick and choose the metrics that match your analysis goals in order to build the perfect report. Together, this data can help you make smarter decisions about your ecommerce marketing automation, spending, and creative approach.

This report includes:

  • Total traffic per campaign or channel
  • Total sales per campaign or channel
  • Best-performing products per campaign or channel
  • Total spend per campaign or channel
  • ROI per campaign or channel
  • Insights or trends into top-performing campaigns and channels
  • Total Google rankings in positions 1-10

4. Inventory reports

Inventory reports are important for tracking your inventory and notifying you of when it’s time to order more units of a certain product from your manufacturer. You can also discover the popular products that generate loyal customers. Depending on your ecommerce strategy, you may need to track inventory levels across your DTC store, your retail store or pop-up shops, Amazon, Walmart, Kohl’s, and other marketplaces. 

This report includes:

  • Month-end inventory snapshot
  • Average inventory sold per day
  • Percent of inventory sold
  • Product sell-through rate
  • Amount of inventory remaining per product
  • Days of inventory remaining per product
  • Highlight of products with fast-moving inventory
  • Highlight of products with slow-moving inventory

5. Website behavior reports

How do visitors behave on your website? What pages do they enter through most often, and which pages cause them to leave? How many pages do they view per session? These are the sorts of things you can learn in a behavior report. 

Similar to other website analytics, you can pull this information from a combination of Google Analytics and whatever ecommerce platform you are using to run your site. 

This report includes:

  • Most viewed pages
  • Most popular entry pages
  • Most popular exit pages
  • Behavior flow (visualization of average sessions with starting pages, interactions, and drop-offs)
  • Sessions by page
  • Sessions by device
  • Sessions by channel

6. Order reports

With order reports, you can better understand your store’s typical order volume and average order quantities. If you’re running any special promotions, such as donation incentives to increase your average order value, you can use order reports along with sales report to help you determine if your strategy is really increasing order value. 

This report includes:

  • Total number of items ordered 
  • Total orders 
  • Total number of units ordered per product
  • Total returns 
  • Average order value (AOV)
  • Total returns per product
  • Return rate per product
  • Average number of items per order
  • Products that are ordered in bulk most often

7. Sales reports

Sales reports are a little different from order reports, because they focus on total sales rather than total orders. However, you may choose to combine these two into a single report that will help you understand the breakdown of how users shop on your site. One of the main differences is that the order report tends to break things down by product, while the sales report tends to break things down by channel.

This report includes:

  • Total sales
  • Total canceled orders
  • Total sales with discounts
  • Total sales per marketing channel
  • Total sales per support or sales staff

8. Multichannel sales reports

A multichannel sales report is similar to what’s described above, except that it goes into more detail into various sales channels, such as your DTC site, your Amazon sales, and other in-store retailers and online marketplaces. Depending on where you sell and the APIs or integrations that each marketplace provides, you may need to manually pull data from your retailers in order to build this report every month. 

‍This report includes:

  • Total sales by DTC, marketplaces, retailers, and other sales channels
  • Return rate by DTC, marketplaces, retailers, and other sales channels
  • Top-selling products by DTC, marketplaces, retailers, and other sales channels
  • Low-selling products by DTC, marketplaces, retailers, and other sales channels

9. Sales tax reports

Sales tax is notoriously complicated for ecommerce stores. You need to determine which states you have nexus in (meaning any state in which you store inventory, have an office, or hit a minimum sales amount, which differs by state). For any state you have nexus in, you need to be collecting sales tax and paying it regularly. And some ecommerce retailers may need to collect VAT or other international sales taxes.

The first step is to consult with an ecommerce tax advisor about what sorts of sales taxes you need to be collecting. The second step is to use a solution like TaxJar or Shopify Analytics to report on sales tax. 

This report includes:

  • Total tax per tax jurisdictions
  • Tax rate per jurisdiction
  • Number of orders per jurisdiction
  • Sales volume per jurisdiction
  • Total sum of taxable amount 

10. Financial reports

Financial reports can be as simple or as complicated as your CFO wants them to be. Maybe they include cash flow, return rates, profitability, sales tax, and sales volume. Or maybe they serve as a high-level overview of revenue and expenses. 

Below we’ve listed some common metrics to add to your ecommerce financial reports per any given time period. 

This report includes:

  • Total revenue
  • Total sales
  • Total orders
  • Total sales tax
  • Average return rate
  • Expenses per category
  • ROI per campaign
  • ROI per channel
  • Current cash flow
  • Profit & loss per time period
  • Profit & loss YTD

11. Customer reports

Ecommerce companies shouldn’t just study marketing campaigns and channels, but customer purchasing behavior as well. Customer-centric reports can help you understand how well your store retains customers.

You can run this report for any given time period, such as per month, quarter, or year.

This report includes:

  • Total number of customers 
  • Total number of new customers
  • Percentage of new customers
  • Percentage of repeat customers
  • Total number of first-time sales
  • Total number of returning sales
  • Average length of customer relationship
  • Average customer lifetime value (CLV)
  • Average purchases per customer per time period
  • Average website visits per customer per time period
  • Customers by location
  • Total number of one-time customers
  • Total number of loyal customers (per your own definition, such as total number of customers who purchase from your store 3X per year)

12. Store search reports

Conversion rates are typically 3X higher for searches than for browsing, because customers are actively searching for something specific. It’s important to offer an accurate store search bar and to monitor search activity so you can use that data to inform your product strategy and website navigation. 

Whatever app you’re using to provide a search function, whether it’s Shopify or some add-on, should provide you with search analytics. 

This report includes:

  • Top online store searches
  • Top searches per product
  • Top-ranking products (by impressions or number of rankings)
  • Most clicked-on products from search

13. Funnel reports

A funnel report is intended to help you analyze your ecommerce marketing funnel, meaning how many website visitors progress to become email subscribers and how many complete a purchase. Depending on the complexity of your marketing strategy, you might have multiple funnels to report on and analyze, or just one main funnel for your entire website. As your store grows, you could have different funnels for different email opt-ins, products, retention campaigns, or win-back campaigns. 

This report includes:

  • Total traffic entering your funnel
  • Origin of the total traffic per channel
  • Amount of drop-off at the next interaction (ex: visiting another page or become an email subscriber)
  • Percentage of traffic that converts to the middle of your funnel (ex: becoming an email subscriber)
  • Percentage of traffic that converts to a completed purchase

14. Conversion reports

Conversion reports can track a variety of different types of conversions. You can use these reports to discover which product pages, product recommendations, exit modals, discounts, and emails convert the best. At the end of every month, you might want to pull all of this conversion data into one place in order to help you optimize your website, sales, and marketing strategies for the next month. 

Run this report for any specific time period or campaign. 

This report includes:

  • Total product recommendation conversions
  • Best-performing product recommendations
  • Average product conversion rate
  • Best-performing product pages based on conversion to cart
  • Lowest-performing product pages based on conversion to cart
  • Average email opt-in conversion rate
  • Best-performing email opt-in modals or forms
  • Average coupon code conversion rate
  • Best-performing coupon codes
  • Average email newsletter conversion rate
  • Best-performing emails 
  • Average featured product conversion rate
  • Best-performing featured products

15. Carts reports

As any ecommerce store owner or manager knows, just because someone adds something to their cart, doesn’t mean they’re going to buy it. In fact, the average abandonment rate for online shopping carts is 69.82%. 

You can run this report per any time period. Monthly reports are the most common. 

This report includes:

  • Total abandoned carts
  • Total abandoned carts value
  • Total carts converted into orders
  • Total converted carts value
  • Total live carts
  • Total live carts value
  • Which products have a high completion rate
  • Which products have a high abandonment rate
  • Which pairs of products get added to the cart together
  • Conversion rate of abandoned cart emails
  • Top-performing abandoned cart emails

13 ecommerce reporting tools

In today’s world, manual reporting should only be used quarterly or annually in order to condense different types of reports into informative trends. 

On a daily, weekly, or monthly basis, however, you should be using ecommerce reporting software to automatically generate reports. 

Check out these popular tools designed for that exact purpose. 

1. Funnel.io

Funnel.io is a marketing analytics platform that can be used by ecommerce and other digital-first brands. It offers marketing KPI reporting, omnichannel data, and important integrations. 


The Essentials plan costs $399 per month when billed annually, and the Plus plan costs $999 per month when billed annually. 

Learn more about Funnel.io.

2. Supermetrics

Supermetrics is a reporting and analytics platform that lets you pull data from Google Data Studio, Google Analytics, Google Sheets, BigQuery, Excel, and their custom API in order to create visual, custom reports.


Subscription pricing depends on where you’re pulling data from. The most popular plan for pulling data from Google Data Studio is the Core plan, which costs $239 per month billed annually. 

Learn more about Supermetrics.

3. Ecomdash

Ecomdash offers inventory management, order management, dropship automation, Amazon FBA management, multichannel listing and fulfillment, shipping, purchase orders, and ecommerce reporting based on your usage of those features.


Pricing is dependent on order volume. Billed annually, you’ll pay $140 per month for up to 2,000 orders or $280 per month for up to 10,000 orders.

Learn more about Ecomdash.

4. TaxJar

TaxJar is widely regarded as the best digital solution for tracking and managing sales tax. Designed for multichannel retail, the platform offers automated filings and remittances as well as tax liability tracking and alerts.


The Starter plan costs $19 per month, and the Professional plan costs $99 per month. Depending on your sales volume, you may need to get in touch with sales for custom pricing. 

Learn more about TaxJar.

5. DashThis

DashThis is a tool dedicated for marketing reports. It offers 34 native integrations to bring all of your data in one place, as well as a CSV uploader for proprietary data sources.


You’ll pay $33 per month when billed annually to get unlimited integrations and data sources. Higher plans are available for dashboard customization and 4+ users. 

Learn more about DashThis.

6. Orderhive

You can use Orderhive for tracking and managing inventory across multiple channels, triggering product inventory orders, fulfilling orders, managing shipments, and managing manufacturer work orders and bills of materials. With over 300 native integrations, you can pull all of your data into one place for accurate analytics.


The Essentials plan costs $95 per month and covers up to 450 orders, or choose the Enhanced plan for $295 and 3,000 orders per month. 

Learn more about Orderhive.

7. Shopify Analytics

If you run your ecommerce business on Shopify, you can generate a lot of ecommerce reports directly from the backend of your store. You can report on taxes, product sales, inventory, website visitor acquisition and behavior, marketing channel success, customer retention, and more.


If your store is on the Shopify Basic plan ($29 per month) or higher, you’ll get access to most analytics reports.

Learn more about Shopify Analytics.

8. Porter

Porter pulls all of your marketing data into one place: Shopify, Hubspot, Facebook Insights, Instagram Insights, Twitter analytics, Tiktok ads, Facebook and Instagram ads, Twitter ads and more. The platform has an integration with Amazon Seller Central coming soon. 


Subscription costs are dependent on the number of data connections. For 20 connections per month, you’ll pay $80 per month. Of, if you only need 5 connections, your plan will cost $30 per month. 

Learn more about Porter.

9. Adverity

With Adverity, you can automate data integration from all of your key sources, uncover insights with AI-powered predictive analytics, and visualize your ecommerce reports with flexible dashboards.


Pricing isn’t published online, so you’ll need to contact sales for a demo and a custom quote.

Learn more about Adverity.

10. Daasity

Daasity is a platform designed for Shopify reporting, Shopify Plus reporting, and Amazon reporting. You can use Daasity for both marketing and operations analytics.


The Growth plan costs $199 per month and offers 130+ pre-built reports. If you want to connect your BI tool, you can contact Daasity for custom pricing.

Learn more about Daasity.

11. Domo

Domo offers reporting and dashboards and self-service analytics for your entire team. If you run an ecommerce marketing agency or fulfillment service, the data sharing and embedded analytics features will allow you to securely and easily share ecommerce metrics with your clients. 


Domo doesn’t publish their pricing online, so you’ll need to contact them for a custom quote.

Learn more about Domo.

12. Klipfolio

Klipfolio pitches itself as an analytics tool that is far more affordable than traditional BI software. You can use it to create and customize any type of data dashboard. Klipfolio not only offers popular integrations, but popular integration combinations, so you can instantly pull in related sources and analyze the together.


Klipfolio’s most popular plan, the Plus plan, costs $99 per month and offers unlimited metrics for up to 4 users.

Learn more about Klipfolio.

13. Google Analytics and Google Data Studio

Google provides a variety of free business tools as part of their strategy to help advertisers. Two popular tools for ecommerce metrics are Google Analytics and Google Data Studio. Google Analytics is great for tracking website traffic and performance, while Google Data Studio is more adept at measuring marketing funnels and ROI. 


Google Analytics and Google Data Studio are both free. 

‍Learn more about Google Analytics and Google Data Studio.

5 Reporting examples and templates

Below, we show you some examples and templates, so you can see for yourself how ecommerce reporting software will help you visualize and make sense of your data. 

So, pick one of these templates, connect your apps, and start analyzing your data. 

1. Klipfolio’s Shopify ecommerce dashboard template

Klipfolio offers many different ecommerce dashboard templates, including one designed for Shopify, which includes the average number of orders per customers, amount sold, amount spend on advertising, average order value and more.

See the dashboard example here.

2. DashThis website dashboard example

This website performance example blends channel reporting, product analytics, returning customer metrics, and conversion rates for a high-level overview of your store. 

See the dashboard example here.

3. Porter’s ecommerce marketing funnel template

Reporting tool Porter directly integrates with Google Data Studio in order to help you visualize the success of your marketing campaigns. This ecommerce funnel template offers data-driven insights into the top, middle, and bottom of your funnel. 

See the reporting template here.

4. Funnel.io’s Google Data Studio reporting template

Funnel.io also pulls data from Google Data Studio. This example reporting template focuses on per-channel performance so you can see which ecommerce marketing platforms and channels are driving the most revenue. You can also use this template to analyze the success of your paid advertising campaigns. 

See the reporting template here.

5. Orderhive’s sales by product report example

Because Orderhive can be used to manage inventory, it offers very accurate reports into inventory, sales channels, and orders. This example report shows number of sales and sales volume per product for a given time period. 

See the report example here.

As the saying goes, what you measure grows. So try these building out these ecommerce reports for yourself.

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