Sales dashboard and KPI report template for online stores
Short answer
A store's sales dashboard tracks the few numbers that explain sales: sessions, add-to-cart, checkout and conversion rates, net sales, average order, revenue per visit, sales per ad dollar and returning customers. Compare each with last month and a target. The median store converts 1.77% of visits, a useful first yardstick.
What this report answers
Which step of the funnel is below normal?
Are we on track for this month's target?
Is growth coming from new or returning buyers?
Every number and how it's computed
| Number | Formula |
|---|---|
| Add-to-cart rate | Sessions with an add to cart ÷ sessions |
| Checkout rate | Sessions that reached checkout ÷ sessions |
| Conversion rate | Orders ÷ sessions |
| Average order value | Net sales ÷ orders |
| Revenue per visit | Net sales ÷ sessions |
| Net sales per ad dollar | Net sales ÷ ad spend |
| Returning customer share | Orders from returning customers ÷ orders |
A filled-in example
| KPI | This month | Last month | Median store |
|---|---|---|---|
| Sessions | 64,800 | 61,200 | – |
| Add-to-cart rate | 5.20% | 4.90% | 4.68% |
| Checkout rate | 2.90% | 2.70% | 2.54% |
| Conversion rate | 2.48% | 2.35% | 1.77% |
| Net sales | $90,160 | $79,920 | – |
| Average order value | $56.00 | $55.50 | – |
| Revenue per visit | $1.39 | $1.31 | – |
| Net sales per ad dollar | 5.18x | 4.76x | – |
| Returning customer share | 31.1% | 29.9% | – |
The median store turns 1.77% of visits into orders
Add to cart
4.68%
Reach checkout
2.54%
Place an order
1.77%
Free template, formulas included
A CSV for Google Sheets, Excel or Numbers, with the example numbers filled in.
Fill it in with your numbers
Pull the month's sales
In Shopify, open Total sales over time grouped by month for net sales and orders. Step-by-step guide
Pull the funnel
Conversion rate over time gives sessions, add-to-carts and sessions that reached checkout. Step-by-step guide
Add returning orders
New vs returning customers gives the orders from people who bought before. Step-by-step guide
Set a target per row
Use last year's same month plus your growth goal, so seasonality is built in.
Keep the dashboard live instead
Replo Insights keeps these numbers current for every Replo page and emails a weekly report card with a grade and two fixes.
“every Monday, grade last week's conversion and traffic against the month before”
Replo sends today
Visits, add-to-carts and sales per page
Traffic from GA4 and Search Console
Ad spend and ROAS by ad
A weekly report card with two fixes
Not yet
Returning customers from Shopify
Profit with your cost of goods
Frequently asked questions
- What KPIs should an online store track?
- Sessions, add-to-cart rate, checkout rate, conversion rate, net sales, average order value, revenue per visit, net sales per ad dollar and returning customer share. Together they say whether a change came from traffic, the site, order size or ads.
- What is a good conversion rate for an online store?
- Among the thousands of stores built on Replo, the median store converts 1.77% of visits over the last 30 days and adds to cart in 4.68%. Your own last three months are the better target, because your traffic mix sets your rate.
- What's the difference between a KPI report and a sales dashboard?
- Mostly timing. A dashboard shows the numbers whenever you open it; a KPI report sends the same numbers on a schedule with a note on what changed. Use the template as either: refresh it monthly, or have Replo send it.