Ecommerce Analytics Dashboard in Looker Studio: What to Track

What Your Ecommerce Dashboard Should Show

An ecommerce Looker Studio dashboard needs to answer three questions at a glance: How much are we selling? Where is traffic coming from? Where are customers dropping off? Everything else is secondary. Our Looker Studio dashboard service builds ecommerce dashboards structured around these three views.

Revenue Overview Page

Top row: scorecards for Total Revenue, Transactions, Average Order Value, and Revenue vs. prior period. Below that: a time series showing daily revenue with a 7-day rolling average overlay. Add a channel breakdown table showing revenue by Session default channel group so you can see which traffic sources drive the most revenue (not just the most traffic).

Product Performance Page

GA4's ecommerce schema tracks item-level data. Use these dimensions in Looker Studio:

• Item name / Item ID: What products are being purchased
• Item revenue: Revenue attributed to each product
• Items purchased: Units sold per product
• Item list name: Which product list (homepage featured, search results, etc.) led to the purchase

Build a table sorted by Item revenue descending. Add a bar chart showing top 10 products. This requires proper GA4 ecommerce event implementation upstream.

Conversion Funnel Page

Map the standard ecommerce funnel: view_item → add_to_cart → begin_checkout → purchase. Create a funnel visualization showing the drop-off at each step. High drop-off at add_to_cart suggests product page issues. High drop-off at begin_checkout suggests price or shipping concerns.

Calculated Fields for Ecommerce

• Cart abandonment rate: 1 - (Transactions / Add to carts)
• Checkout abandonment rate: 1 - (Transactions / Checkouts)
• Revenue per session: Transaction revenue / Sessions

Data Quality Prerequisite

Ecommerce dashboards are only as good as the underlying data. If your GA4 ecommerce implementation has missing items arrays, incorrect currency codes, or duplicate purchase events, your dashboard will show wrong numbers. Before building dashboards, audit your implementation. Contact our team for an ecommerce tracking audit before dashboard development.