Practical guide • Benchmarks, examples & inline charts

Ecommerce Marketing Report

Quick Answer

A high-performing ecommerce report leads with outcomes and tells a short story: Revenue, Orders, AOV, Conversion Rate, and New Customer % → then a one-page view of Acquisition channels, a funnel snapshot (Product view → Add-to-cart → Checkout → Purchase), and a Retention / LTV panel (Email/SMS, repeat rate). Anchor the narrative with realistic benchmarks: storewide CVR typically sits around 2–4% (Shopify stores average ~1.4%), cart abandonment ~70%, add-to-cart rate ~4–6%, and global AOVs often around $140–$150. Use these as context, not targets.

A great ecommerce report is part scoreboard, part tour guide. It shows what happened, explains why it happened, and tells the reader what to do next. Most teams already have mountains of data; what they need is judgement. The template below is opinionated on purpose: fewer charts, clearer prose, and benchmarks where they help decision-making.

The essential sections

Keep the main report to two or three screens. The goal is not to prove you did work; the goal is to make the next decision unmistakable. This structure works for DTC, marketplaces, and multi-brand catalogues alike.

Section	Why it matters	Typical sources
Executive Summary	Short narrative: wins, risks, and next steps. Written last, placed first.	Writer + analyst
Revenue & Growth	Trendlines for Revenue, Orders, AOV; MoM & YoY to remove seasonality panic.	GA4, platform/ERP
Acquisition Mix	Where budget went; ROAS/CPA by channel with one-line diagnosis each.	GA4, Google Ads, Meta, PMax
Funnel & Checkout	Product view → ATC → Checkout → Purchase. Identify biggest leaks.	GA4 events
Merch & AOV	Which SKUs drive margin; discount and refund effects.	Platform, GA4 item reports
Retention & LTV	Repeat rate, Email/SMS performance, cohort LTV.	Klaviyo/Braze, CRM
Pacing & Forecast	Are we on budget? If not, what do we adjust?	Ads platforms, finance
Appendix	Methods, attribution, raw dashboards & screenshots.	Everything

Benchmarks & KPI glossary (2025)

Benchmarks help sense-check results. Don’t treat them as universal goals—device mix, average price, and brand demand skew everything. Use your own rolling medians as the primary yardstick and add external numbers for context.

Storewide Conversion Rate

2–4% (avg)

Shopify store average (all)

~1.4%

Cart abandonment (all)

~70%

Add-to-cart rate

~4–6%

Checkout completion

~45% (avg)

Global AOV

$140–$150

KPI	Formula	Why clients care	Notes
Revenue	Sum of order value	The scoreboard. Tie to profit where possible (POAS).	Exclude refunds for net revenue panel.
Orders	Count of purchases	Separates growth from AOV inflation.	Pair with Units/Order.
AOV	Revenue ÷ Orders	Levers: bundles, thresholds, cross-sell.	Segment by channel & discount.
CVR	Orders ÷ Sessions	Blends UX, price, and traffic quality.	Compare by device & intent.
ATC Rate	Add-to-carts ÷ Sessions	Merch resonance & price fit.	Great early “interest” gauge.
Checkout completion	Purchases ÷ Checkout starts	Friction & trust in one stat.	Track by payment & shipping.
New customer %	New orders ÷ Orders	Acquisition vs. loyalty balance.	Use “new customer” goals/rules.
ROAS / POAS	Revenue ÷ Ad spend / Profit ÷ Ad spend	Capital allocation view.	Layer LTV for prospecting.

Reality check: If mobile CVR lags desktop heavily, don’t chase traffic until ATC and checkout completion clear device-specific hurdles. Fix leaks, then scale.

Executive summary (paste-ready)

Revenue

$1.28M (+9% MoM)

Orders

14,620 (+6%)

AOV

$87.6 (+3%)

Store CVR

2.8% (+0.2pp)

New customer %

42% (-2pp)

Paste this:

Revenue grew 9% on a 6% lift in orders; AOV rose to $87.6 after bundling and a raised free-shipping threshold. Store CVR ticked up to 2.8%, driven by stronger PDP engagement (+ATC +0.6pp). The biggest drag is checkout completion (44%)—PayPal declines and long forms hurt mobile. Next: (1) enable one-tap wallets on mobile; (2) restore PayPal via fallback; (3) tighten PMax audience signals to favour high-margin SKUs; (4) add post-purchase cross-sell to protect AOV without heavier discounts.

Revenue & growth overview (trend + table)

Lead with a single trendline that any exec can grok at a glance. Then show a compact table with MoM and YoY so seasonality doesn’t mislead.

Revenue outpaced orders—healthy AOV lift rather than pure volume.

Metric	Last month	This month	MoM	YoY
Revenue	$1.17M	$1.28M	+9%	+12%
Orders	13,790	14,620	+6%	+8%
AOV	$85.2	$87.6	+3%	+4%
Store CVR	2.6%	2.8%	+0.2pp	+0.4pp

YoY smooths out seasonality; if you’re mid-promotion, add a line for “Promo-adj. revenue” to avoid spurious wins.

Acquisition mix (ROAS/CPA) with comments

Don’t drown the reader in UTM soup. Keep the main table to four lines, each with one sentence of plain-English diagnosis and the next action.

Channel	Spend	Revenue	ROAS	Comment
Search / Shopping	$196k	$945k	4.8×	Lost IS (rank) 22% on non-brand; fix RSA & bids.
Performance Max	$88k	$479k	5.4×	New customer rate 47%; protect margin with value rules.
Paid Social	$72k	$228k	3.2×	Prospecting stable; retargeting CPC –11% post-pruning.
Email/SMS	$8k	$201k	25.1×	Flows pulling weight; campaigns need segmentation.

Move granular ad-set/campaign tables to the appendix with filters and screenshots.

Search/Shopping PMax Paid Social Email/SMS

Search & PMax dominate revenue; lifecycle channels punch above weight on ROI.

Funnel & checkout (Add-to-cart → Purchase)

If you only fix one thing, fix the biggest leak. Most stores lose more money in cart and checkout than in acquisition. GA4’s recommended ecommerce events make it straightforward to instrument the funnel; use them consistently across PDPs, cart, and checkout.

Illustrative funnel; compare your ATC and checkout completion to sensible benchmarks.

Step	Metric	This month	Benchmark	Comment
Product views → ATC	ATC rate	5.2%	~4–6%	Merch resonance OK; test price/benefit bullets.
ATC → Checkout	Checkout starts	21.1k	—	Address friction on cart (fees transparency).
Checkout → Purchase	Completion	44%	~45% avg	Mobile wallets and shorter forms will help.
Cart abandonment	Rate	68%	~70% avg	Targeted reminders + free returns messaging.

Instrument GA4 events: view_item, add_to_cart, begin_checkout, add_payment_info, purchase. Keep parameters consistent.

Merchandising & AOV (top products & discounts)

Not all revenue is equal. Favour high-margin SKUs in your creative, prioritise stock with healthy lead times, and watch discount dependence (it erodes LTV).

SKU	Revenue	Units	AOV impact	Margin note
Bundle A (Starter)	$142k	1,910	↑ (threshold)	Great attach with free-ship $75
SKU-214 (Refill)	$98k	4,900	—	Low margin; push as add-on only
SKU-992 (Premium)	$86k	760	↑↑	High margin; feature in ads

Tip: Report discount rate (discount ÷ gross revenue) alongside AOV so “growth” isn’t just markdowns.

A healthy AOV distribution shows a strong mid-bucket and a growing $150+ tail.

Retention, Email/SMS & LTV (cohort snapshot)

Lifecycle channels often drive the cheapest revenue in the mix and stabilise cash flow. Keep this section human: what flows worked, which audiences responded, and whether cohorts are maturing as expected.

Metric	This month	Benchmark context	Note
Repeat purchase rate (90-day)	26%	Varies by vertical	Improved after refill reminder
Email open / click	41% / 2.8%	Industry opens often 35–50%	Clicks lag; segment by SKU
SMS click / order rate	8.2% / 0.9%	Peer medians vary	Trim sends outside restock windows
LTV (12-mo, blended)	$228	—	Up with bundling & subscriptions

Flows to highlight: Welcome (with quiz), Abandon cart, Browse abandon, Post-purchase cross-sell, Replenishment, Win-back.

Report revenue per cohort month to show LTV stacking, not just last-click sales.

Budget pacing & forecast

Pacing belongs on one line: plan vs actual vs projected. If variance exceeds ±8%, write the adjustment you’ll make this week.

Channel	Plan	MTD	Projected	Variance
Search/Shopping	$200k	$132k	$205k	+2%
PMax	$90k	$62k	$96k	+6%
Paid Social	$70k	$41k	$63k	-10%

Projection formula: = (Spend_MTD / Days_Elapsed) * Days_in_Month → If variance > 8%, shift budgets and update targets now, not day 28.

Executives scan this first. Keep it brutally simple.

Reusable report template

Copy, paste, and customise. Keep the main pack short; push the weeds to the appendix.

<!-- Ecommerce Marketing Report Template -->
1) Cover
- Client, month, owner

2) Executive Summary (5–8 bullets)
- Wins, risks, next steps (owner/date/impact)

3) Revenue & Growth
- Trendlines: Revenue, Orders, AOV (MoM & YoY)

4) Acquisition Mix
- Channel table: Spend, Revenue, ROAS/CPA, 1-line diagnosis

5) Funnel & Checkout
- ATC rate, Checkout completion, Cart abandonment + fixes

6) Merch & AOV
- Top SKUs, margin notes, discount rate, returns

7) Retention & LTV
- Repeat rate, Email/SMS, cohort $ stacking

8) Pacing & Forecast
- Plan vs MTD vs Projected; actions if variance > ±8%

Appendix
- GA4 definitions, attribution notes, screenshots, raw dashboards

30-day rollout playbook

Week 1 Verify GA4 ecommerce events (view_item, add_to_cart, begin_checkout, add_payment_info, purchase), map parameters.

Week 1 Build your two-screen summary layout. Decide the three KPIs you’ll always lead with.

Week 2 Add ATC and checkout completion to weekly ops. Escalate when step rates dip > 10%.

Week 2 Segment AOV by channel and discount band; set a “promo-adjusted” revenue line.

Week 3 Wire Email/SMS flow reporting (Welcome, Abandon, Post-purchase, Win-back). Compare to peer benchmarks.

Week 3 Introduce pacing: plan vs actual vs projected. Agree the ±8% rule for mid-month moves.

Week 4 Ship to all stakeholders; time to first decision should drop. Collect qualitative feedback and refine.

Pro move: Keep a tiny “methods” appendix—GA4 definitions, attribution window, UTM rules. It prevents debates from hijacking the narrative.

Sources & footnotes

Conversion rate benchmarks: cross-industry guides typically cite 2–4% averages; Shopify-specific averages around 1.4% with top 20% at ~3.2%+.
Cart abandonment: ~70% average across studies; mobile abandonment notably higher.
Add-to-cart & checkout completion: Shopify/Littledata aggregates show ~4–6% ATC, ~45% checkout completion.
AOV: Global AOV around $140–$150 per multiple sources; vary by vertical and region.
Email/SMS benchmarks: Klaviyo 2025 reports show many retail opens mid-to-high 30s to low-50s; clicks low single digits; automations outperform campaigns.
GA4 ecommerce: Use recommended events and Funnel Exploration for clean, comparable reporting.

Benchmarks are directional; compare within your vertical and to your own rolling medians.