Every ecommerce team has questions it asks every week. How did last week compare with the plan? Which channel brought in new customers rather than repeat ones? Which products sell well but return badly? In many businesses the answer still starts with someone downloading three reports and stitching them together.
Analytics and dashboarding replaces that routine. We agree what each metric means, connect the data behind it and build dashboards that update themselves. The aim is a small number of dashboards people open every week, not a library of reports nobody reads.
Definitions come first
Most reporting arguments are really arguments about definitions. Is revenue before or after returns? Does a wholesale order count as a new customer? Is margin calculated before or after shipping and payment fees? We settle these with your ecommerce, marketing and finance leads and write them down in a short metrics glossary, so every dashboard uses the same numbers and new hires can look them up.
What we typically build
- Trading dashboard. Daily and weekly sales, orders, average order value and margin against plan, across D2C, B2B and retail.
- Channel performance. Spend, revenue and new customer acquisition by channel, from the ad platforms and your analytics.
- Customer health. Repeat rate, cohort retention and lifetime value by first product or first channel.
- Product and inventory. Sell-through, stock cover, returns and discount depth by product and collection.
- Site behaviour. Funnel steps, search terms and feature usage, often using product analytics from tools like PostHog.
Tools and ownership
We work with the tools you already have where they fit, and recommend a warehouse and BI tool when you need to combine several sources. For on-site behaviour and product analytics we often use PostHog. Dashboards only work if someone owns them, so we train your team, document the data sources and hand over control. We check in after launch to retire charts nobody uses and add the questions that came up once people started looking.
Reliable dashboards depend on reliable inputs. That often means GA4 configuration and data pipelines to bring platform, marketing and finance data together. This work is part of our ecommerce strategy and roadmapping service.
