Ecommerce Tracking with Data Studio
If you have any sort of eCommerce business, you’re going to need a dashboard to ensure that you know what’s going on in your business. Since I’m a data person and an acquaintance of mine built the below dashboard, I’m going to admit that there might be some bias to the next sentence.
This is the best dashboard and where you need to start for your online reporting journey.
Before we get started. If you’d like to steal the template, click on “Google Data Studio” in the bottom right hand corner of the Data Studio report. When it opens in a new tab, click copy in the top right hand corner.
In the following sections, I’m going to walk you through some of the pages and how to read each part in the report.
The data provided (connection) is Google’s Demo account. It’s data is pulled from the Google Merchandise Store.
Page 1 - High Level Dashboard
The basic building blocks (levers) of online retail is Sessions, Conversion Rate, and Average Order Value. Multiplying them out equals Revenue. That’s what’s shown in the top 4 blocks for the time period in the top left corner. The default of the report is set to Month To Date.
Each of those 4 metrics are then further broken out by channel. This is shown in the two pie and two bar graphs.
Below that is 4 line graphs showing each of the metrics trending Year To Date. These lines are smoothed since online metrics can fluctuate a lot from day to day. These graphs allow you to track your performance over time to see if you’re truly making progress in your business.
Lastly, there are two page filters that can be applied. The first is device category. The second is date. This can be changed to any date range and the metrics will be compared to last year date ranges.
Page 2&3 - High Level Dashboard - Mobile & Desktop
These are the same as page 1 except the default is either Mobile or Desktop.
Page 4 - Channel Metrics
Page 4 keeps with the same 4 metrics as the first page, but shows it in a slightly different way.
Data here is displayed vertically. In the first column is Paid Search sessions, Paid Conversion Rate, Paid Average Order Value, then Paid Revenue. The second column is Organic and so on.
Each green or red number below each metric is the comp from the previous year’s time period.
Page 5 - Only Yesterday Metrics
Page 5 is the same as page 4 except that it’s looking at only yesterday. Two things to note.
First, this page is comparing “Day to Day” and not “Date to Date”. If yesterday is Sunday the 21st, it is comparing to last year’s Sunday (Day) and not last year’s 21st (Date). If you’re looking YoY for one day, you want to compare to the same day of the week and not the date. Sales fluctuate based on day of week.
Second, changing the date on this page will break the YoY comparison until you refresh the page.
Page 6-9 - Trend By Channel
Pages 6-9 have the same layout with the only difference being whether it’s measuring Revenue, Conversion Rate, Sessions, or AOV.
The top left graph is all channels on one graph. The other 5 graphs are difference channels with a TY/LY view.