Unlock the power of your e-commerce analytics and drive growth with actionable insights.
Running a Shopify store is an exhilarating journey, filled with product launches, marketing campaigns, and customer interactions. However, amidst all the excitement, it’s easy to get lost in a sea of data.
When I first started my e-commerce venture, I found myself constantly logging into Shopify, Google Analytics, and various ad platforms, trying to piece together a coherent picture of my store’s performance. It was time-consuming and often left me feeling overwhelmed rather than informed.
Shopify’s native reports are excellent for specific metrics, but they don’t always provide the holistic, real-time overview I needed to make quick, data-driven decisions. I realized I needed a centralized hub where all my key performance indicators (KPIs) could live.
That’s when I discovered the power of a custom KPI dashboard. It transformed how I viewed my business, turning raw data into actionable insights. And the best part? I built it using Looker Studio (formerly Google Data Studio), a powerful and, crucially, free tool.
In this comprehensive guide, I’ll walk you through my process of setting up a Shopify KPI dashboard in Looker Studio. My goal is to empower you to take control of your data, understand your store’s health at a glance, and identify opportunities for growth.
First, let’s clarify what KPIs are. Key Performance Indicators are the vital signs of your business. They are measurable values that demonstrate how effectively your company is achieving key business objectives. For an e-commerce store, these are the metrics that truly matter.
So, what are the essential Shopify KPIs I recommend tracking? At the very top of my list are Revenue, Total Orders, and Average Order Value (AOV). These three give you an immediate snapshot of your sales performance.
Beyond sales, I always keep a close eye on my Conversion Rate. This tells me how effectively my website turns visitors into paying customers. It’s a critical indicator of site usability, product appeal, and marketing effectiveness.
Traffic Sources are also incredibly important. Knowing where your visitors come from (e.g., organic search, paid ads, social media, email) helps you allocate your marketing budget more effectively and understand which channels are performing best.
Other crucial KPIs include Customer Acquisition Cost (CAC), which measures how much it costs to acquire a new customer, and Customer Lifetime Value (LTV), which estimates the total revenue a customer is expected to generate over their relationship with your business.
I also track Top Products by revenue and units sold, Refund Rate, and even geographical sales data. The specific KPIs you choose might vary slightly based on your business model, but these form a solid foundation.
Now, the biggest hurdle for many merchants is getting their Shopify data into Looker Studio. Unlike Google Analytics, Shopify doesn’t have a direct, native connector to Looker Studio.
This is where third-party connectors come into play. Services like Supermetrics, Power My Analytics, or even some specialized Shopify apps act as bridges, pulling data from your Shopify store’s API and making it available in Looker Studio.
These connectors typically involve a subscription fee, but they are invaluable for automating data flow and providing a robust, real-time connection. I’ve found them to be a worthwhile investment for the time and accuracy they save.
Alternatively, for those on a tighter budget or just starting out, you can manually export data from Shopify reports into Google Sheets. While this requires more manual effort, Google Sheets *does* have a native connector to Looker Studio, making it a viable starting point.
For the purpose of this guide, I’ll assume you’re either using a third-party connector that integrates directly with Looker Studio, or you’ve got your essential Shopify data neatly organized in a Google Sheet.
Let’s dive into Looker Studio itself. The first step is to access the platform. Simply go to lookerstudio.google.com and sign in with your Google account. If you’re new, you’ll be prompted to set up your account.
Once you’re in, you’ll want to start a new report. Look for the ‘Blank report’ option, usually prominently displayed. Clicking this will open a fresh canvas for your dashboard.
The very first thing Looker Studio will ask you to do is ‘Add data to report.’ This is where you connect your Shopify data source. If you’re using a third-party connector, search for its name in the connector list (e.g., ‘Supermetrics for Shopify’).
If you’re using Google Sheets, select the ‘Google Sheets’ connector. You’ll then be prompted to select the specific spreadsheet and worksheet containing your Shopify data. Make sure your data is clean and well-structured with clear headers.
Once connected, Looker Studio will display a list of ‘Dimensions’ and ‘Metrics’ available from your data source. Dimensions are descriptive categories (e.g., Date, Product Name, Traffic Source), while Metrics are numerical values that can be measured (e.g., Revenue, Orders, Sessions). Understanding this distinction is key to building effective visualizations.
Now comes the fun part: designing your dashboard! I always start with a clear layout. Think about the most important KPIs you want to see at a glance and place them prominently at the top.
For Revenue, I typically use a ‘Scorecard’ chart type to display the total revenue for a selected period. Below that, I add a ‘Time Series chart’ to visualize revenue trends over time. This helps me quickly identify peaks, dips, and overall growth patterns.
I apply the same approach for Total Orders and Average Order Value (AOV). A Scorecard for the current period’s total, and a Time Series chart to show their trends. This allows for easy comparison and trend analysis.
Conversion Rate is another crucial metric that deserves a prominent spot. Again, a Scorecard for the current rate and a Time Series chart to track its performance over time. A declining conversion rate is a red flag that needs immediate attention.
To visualize Traffic Sources, I find a ‘Pie chart’ or a ‘Bar chart’ to be most effective. This instantly shows me which channels are driving the most visitors to my store, helping me understand my marketing channel effectiveness.
For Top Products, a ‘Table’ chart is usually best, allowing me to list products by revenue or units sold, along with other relevant metrics like profit margin if that data is available in my source. A ‘Bar chart’ can also work well for a visual comparison of the top 5 or 10 products.
Don’t forget to add ‘Controls’ to your dashboard. A ‘Date range control’ is essential, allowing you to dynamically change the period you’re viewing (e.g., last 7 days, last 30 days, year-to-date). I also often add ‘Filter controls’ for product categories or traffic sources.
The beauty of this dashboard is its actionability. By seeing all these KPIs together, I can quickly identify issues or opportunities. For example, if traffic is up but conversion rate is down, I know to investigate my website’s user experience or product pages.
Once your dashboard is built, you can easily share it with your team or stakeholders. Looker Studio allows you to share reports via email, schedule email delivery, or simply provide a link. This fosters a data-driven culture within your business.
For automation, ensure your data source is set to refresh regularly. If you’re using a connector, it typically handles this automatically. If you’re using Google Sheets with manual exports, remember to update your sheet regularly to keep your dashboard current.
Finally, take some time to refine your dashboard. Add your store’s branding, choose a clean color palette, and ensure all labels are clear and easy to understand. A well-designed dashboard is more likely to be used and understood.
Building this KPI dashboard transformed how I manage my Shopify store. It moved me from guessing to knowing, from reacting to proactively planning. It’s a powerful tool that puts all the essential information at my fingertips.
I truly believe that every Shopify merchant can benefit immensely from having a centralized, visual representation of their store’s performance. It empowers you to make smarter decisions, optimize your efforts, and ultimately, drive more growth.
What do you think about this article? I’d love to hear your thoughts and if you found these steps helpful for your own Shopify journey.
Empower yourself with data. Start building your Shopify KPI dashboard in Looker Studio today, and watch your understanding of your business soar.
