eCommerce Dashboard: How it Drives Profitability for Your Business

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Running an eCommerce business today means having access to more data than ever before. Every platform, from Shopify and Google Analytics to Meta Ads and TikTok - spits out charts, graphs, and metrics by the dozen. But with the luxury of more data comes its own challenges…

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Cutting through the noise and finding out what’s really driving profit.

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If you’re still juggling spreadsheets, exporting data from different tools, and manually calculating contribution margins, you’re not alone. But you’re also leaving money on the table.

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That’s where an eCommerce dashboard built for decision-making (not just data viewing) becomes your most valuable growth tool.

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What is an eCommerce Dashboard?

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An eCommerce dashboard is a tool that pulls together data from across your business - online store, marketing channels, marketplaces, customer behaviour, and operations - and displays the key metrics you need to run (and grow) your business.

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But here’s the catch.

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At one end of the spectrum, you’ve got basic dashboards that give you surface-level metrics like orders or revenue. At the other end, you've got integrated & unified performance dashboards that give you profitability insights down to the SKU level, help you allocate ad spend smarter, and tell you where your next best opportunity is.

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Why eCommerce Analytics Dashboards Matter for Profitability

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If your dashboard doesn’t link marketing performance with product performance then you’re missing a trick. Here's why a purpose-built eCommerce analytics dashboard is critical to profitability:

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1. Understand Your Real Margins

Revenue is vanity, profit is sanity. Conjura's platform, for example, calculates Contribution Profit down to the individual SKU - subtracting ad spend, refunds, shipping, and more. That means you can quickly spot which products are actually driving your bottom line.

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2. Optimize Ad Spend

Not all products should be promoted equally. A product might be driving clicks but failing to convert profitably. With SKU-level ad spend tracking, you can reallocate budget away from underperformers and double down on high-ROI winners.

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3. Manage Stock Smarter

Why pour ad spend into a product that’s about to go out of stock? A proper dashboard combines sales velocity, stock levels, and profitability to guide smarter merchandising decisions.

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4. Unlock Cohort-Level Insights

Want to know which products attract customers who come back again and again? With dashboards that tie product performance to customer LTV, you can find the products that build loyalty, not just short-term sales.

In short, the right dashboard doesn’t just inform. It drives smarter decisions across every function of your business - marketing, merchandising, pricing, and operations.

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The KPIs That (Should) Belong in Every eCommerce KPI Dashboard

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Let’s be honest, eCom metrics wildly vary in their importance to your business. You don’t need to track 47 KPIs; you need to track the ones that actually impact your profitability and growth.

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Here are the KPIs that your eCommerce KPI dashboard should include:

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• Contribution Profit – The revenue remaining after all direct costs have been subtracted, including ad spend, shipping, refunds, and any per-order fees. It’s the clearest indicator of actual product-level profitability.
  
  
• Contribution Margin – Expressed as a percentage, this metric shows how much of your net revenue turns into profit after direct costs. It helps you understand the efficiency of your business model and pricing strategy.
  
  
• Customer Acquisition Cost (CAC) – The average amount you spend to acquire a new customer, including all paid media, discounts, and onboarding costs. Keeping CAC under control is vital for sustainable growth.
  
  
• Customer Lifetime Value (LTV) – The total revenue (and ideally profit) a customer brings to your business over the duration of their relationship with your brand. High LTV is a sign of strong product-market fit and retention.
  
  
• LTV:CAC Ratio – This ratio compares your LTV to your CAC. A healthy business typically aims for an LTV:CAC of 3:1 or higher — meaning each customer generates 3x more value than it cost to acquire them.
  
  
• Return on Ad Spend (ROAS) – Measures the revenue generated for every dollar, euro, or pound spent on advertising. It’s useful for short-term campaign evaluation, but needs to be balanced with profit and LTV metrics.
  
  
• Sell-through Rate – The percentage of available stock sold during a specific period. A key merchandising metric that highlights how well your inventory is performing, and helps avoid overstock or stockouts.
  
  
• Refund Rate – Tracks the proportion of revenue that’s refunded to customers. High refund rates can eat into margins quickly and may signal product quality or fit issues.
  
  
• Product Conversion Rate – Measures how effectively each product page converts visitors into buyers. Optimising this can significantly increase revenue without additional traffic or spend.
  
  
  

The Conjura platform tracks all of these and more, giving you a 360-degree, omnichannel view of your business, from marketing funnel to repeat purchases.

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Learn more about the most important eCommerce metrics that you should be tracking here.

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Why You Shouldn’t Custom Build Your eCommerce Dashboard

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Building your own dashboard sounds tempting. You hire a dev, pull in a Looker Studio or Power BI setup, and think you’ll save money long-term. But here’s the problem:

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1. It’s Expensive (and Never “Done”)

Custom builds are costly to develop, maintain, and adapt. Every time your marketing team changes campaign structure or a platform updates its API, your dashboard breaks.

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2. You’re Not a Data Company

Your time and budget are better spent growing your brand, not building and maintaining BI tools. Let the specialists handle the infrastructure.

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3. You Miss Out on Built-In Expertise

Conjura’s dashboards aren’t just visual. They’re backed by a deep understanding of eCommerce logic, automatically calculating key metrics like LTV, contribution profit, and repurchase rates - and offering actionable recommendations.

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4. You Still Need to QA Everything

If you're manually stitching together data sources, you risk inaccuracies, duplications, and missed insights. And let’s be honest - do you want your profit margin analysis relying on a fragile Google Sheet?

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With a platform like Conjura, you get out-of-the-box accuracy, daily refreshes, and a team of experts behind the scenes constantly optimizing the platform. OH, and you will get access to our AI Agent, Owly AI, to streamline your analytics capabilities better than ever before.

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The Limitations of GA4, Shopify & Ad Platform Dashboards

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So you’ve got Shopify. And GA4. And maybe a few dashboards in Meta Ads or Google Ads. That should be enough, right?

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Not quite.

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❌ GA4 Doesn’t Show Profit

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Google Analytics is great for traffic data, but terrible at tying spend to profitability. It can’t show SKU-level contribution margin or LTV. You’ll know how people arrive… but not if they’re worth acquiring.

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❌ Shopify Ignores Your Marketing

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Shopify dashboards show you sales, but they don’t account for what it cost to generate those sales. It’s like checking your bank balance without knowing your bills are due tomorrow.

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❌ Ad Platforms Show Siloed Metrics

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Meta says your ROAS is 6x. Google says it’s 4x. Neither shows the blended view across channels, nor how that spend breaks down at a product or cohort level.

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Without a centralised eCommerce analytics dashboard, you’re essentially guessing where to spend your money.

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The Best eCommerce Dashboards: Why Conjura Leads the Pack

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So now you know what a great eCommerce dashboard should look like, but where do you find one that actually ticks all the boxes?

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Lucky for you, you’re on the right webpage!

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Unlike generic dashboards or stitched-together spreadsheets, Conjura is built from the ground up for eCommerce profitability. It’s not just a data aggregator, it’s a decision engine.

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Here’s why it stands out among the best eCommerce dashboards on the market:

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✅ Contribution Profit at SKU Level

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Only Conjura accurately tracks ad spend down to the SKU level, including across channels like Google Shopping, Meta Ads, and TikTok. This means you can measure true profit by product, not just revenue. Most dashboards estimate this (badly). Conjura calculates it precisely.

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✅ Product Actions, Not Just Data w/ Our AI Agent

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It’s one thing to show you which products are low-margin. It’s another to tell you what to do about it. Conjura’s AI Agent, Owly AI, suggests real-world merchandising and marketing moves - like stopping ads on underperformers, increasing prices on high-converting products, or shifting budget to your top acquisition drivers. With Owly AI you can ask questions in plain English and get powerful answers in seconds, not hours. Build strategic reports and implementation plans in an instant! Think of it as having a merchandiser, analyst, and performance marketer rolled into one tool.

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✅ Fully Integrated (No More Data Silos)

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Connect your Shopify, BigCommerce, GA4, Meta, TikTok, Linnworks, CIn7, Amazon, and more - all with 1-click OAuth setup. Data syncs daily, so you're always acting on fresh insights. This is what unlocks true channel + product + customer intelligence in one place.

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✅ Customizable Views & Filters

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Not every team works the same way. With custom and saved dashboard views, filters, and metrics, you can tailor dashboards for your marketing team, your head of ops, or your CFO - all without exporting to Excel.

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✅ Clean, Visual UI with Product Images

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Don’t underestimate the power of a visual interface. Seeing product images alongside performance metrics makes Conjura’s dashboard actually pleasant to use. It’s like Shopify met Google Data Studio and had a better-looking, smarter baby.

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Meet Owly AI 🦉 - Your AI-Powered eCommerce Analyst

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Now, let’s talk about your new AI Data Analyst: Owly AI.

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Owly is Conjura’s built-in AI agent, trained specifically on your eCommerce data. Think of it as a ChatGPT-style interface, but designed to answer the questions that matter to your business.

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Ask things like:

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• “Which product has the highest return rate over the past 60 days?”
  
  
• “Which campaign is driving the lowest CAC for new customers?”
  
  
• “Where should I stop ad spend to improve profitability?”
  
  

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Owly replies with clear, direct answers - powered by your own data - often with visual charts or links directly to the relevant dashboard view.

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No SQL. No analyst delay. Just instant, intelligent answers.

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Book your Owly AI demo today!

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Why This All Matters: Insight Without Action Is Just Noise

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Ecommerce brands don’t need more data. What they need is better insight: the kind that’s fast, reliable, and immediately actionable. The goal isn’t to become a data analyst; it’s to run better campaigns, manage stock more intelligently, stop wasting ad spend on underperforming products, and ultimately grow profit, not just revenue.

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That’s exactly what Conjura delivers, a platform purpose-built for eCommerce profitability. And with Owly, you’ve got an AI-powered analyst at your side, ready to surface key insights and recommendations without the delay, cost, or complexity of building an in-house data team.

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If you're interested in unlocking powerful AI eCommerce Dashboards then book your Conjura demo here.

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