How to make a detailed Ecommerce report in Google Data Studio

In this post I’ll show you how to create some of the different sections of a detailed Ecommerce report in Google Data Studio.

Ecommerce in Google Analytics allows you to monitor the performance of your online business. Google Data Studio allows you to create custom reports that suit your own needs.

Purchase this Ecommerce Report Template

If you would like to purchase this Ecommerce Report Template you can visit Data Studio Templates to download it.

detailed google analytics ecommerce dashboard

Here’s a breakdown of how to make the various charts in the Data Studio report.

1. A Table showing various Ecommerce metrics by Source/Medium

Here’s a big, colourful table with ten metrics. I’ll go through each of them with official definitions from Google Analytics.

  • Pageviews – Pageviews is the total number of pages viewed. Repeated views of a single page are counted.
  • Product Detail Views – Number of times users viewed the product-detail page.
  • Product Detail Views / Pageviews – A custom field.
  • Product Adds To Cart – Number of times the product was added to the shopping cart.
  • Cart-to-Detail Rate – Product adds divided by views of product details.
  • Product Checkouts – Number of times the product was included in the check-out process.
  • Quantity – The number of units sold in ecommerce transactions.
  • Buy-to-Detail Rate – Unique purchases divided by views of product-detail pages.
  • Product Revenue – Revenue from individual product sales.
A table showing various ecommerce dimensions and metrics

This table has four different possible dimensions, which you can drill down into.

showing the data tab of the table above with various ecommerce metrics and dimensions from google analytics

There are several other tables in this dashboard constructed the same way, so I won’t repeat the steps for each of them.

2. A bar chart showing Ecommerce metrics by Channel Grouping

This bar chart shows some of the key Ecommerce metrics. It shows them in the order a potential customer would interact with them. First is Product Detail views, then Product Adds To Cart, Product Checkouts and final the quantity of products purchased. These metrics are listed as ‘Optional Metrics‘ so you can choose which of the four to display in the bar chart.

A bar chart showing various ecommerce metrics

Next, we can create this bar chart by adding three dimensions (making sure Drill down is activated, so we can switch between them) and adding four metrics (making sure Optional Metrics are activated, so we can exclude some of them if we want).

3. A time series chart with eight optional metrics

The next chart is a time series chart showing various metrics over time. These are all optional metrics, with only one (Pageviews) being shown by default. You can pick and choose which metric you’d like to see.

a line chart with multiple metrics in google data studio

Below you can see the data tab for the time series chart, showing the default Pageviews metric and all the other optional metrics.

4. A Geo Map showing Countries, Regions and Cities

Geo maps are usually fun and visually interesting to include in a dashboard. On page two of the Data Studio dashboard I include one. It has optional metrics, and more importantly it has three geographic dimensions that you can drill down into; country, region and city.

In the image below we see we can drill down to see the revenue by country, region and city.

an interactive geo map in google data studio showing that you can drill down into ecommerce metrics by country, region or city

Below is the data tab from the geomap. We can see the three geographic dimensions, the default metric Revenue and the two optional metrics; Quantity and Product Detail Views.

the data tab in google data studio

5. A Treemap with multiple Optional Metrics

Another colourful way to display data is by using a Treemap. Treemaps display the value of dimensions by size and colour.

I’ve added five metrics to this treemap, and you can choose to switch between them by clicking the optional metrics icon.

an interactive treemap with multiple metrics in google data studio

This is how the treemap is setup. I’ve chosen to only display one dimension which is Product Category. You can see below that Product Revenue is the default metric and there are four other optional ones.

the data tab from a treemap in data studio

6. A Scatter Chart with multiple Dimensions

The final chart type I have in this dashboard is a Scatter Chart. This chart shows a dimension with three different metrics attached to it. One metric determines each dimension bubble’s place on the y-axis, the other on the x-axis and the third determines the size of each dimension bubble.

You can use the drill down arrows to switch between the various dimensions, as shown below.

an interactive scatter chart in google data studio that you can drill down into.

Below is the data tab from the Scatter chart. You can see the four dimensions and three different metrics that make up the chart.

the dimensions and metrics in your scatter chart in the dashboard.

7. The finished Ecommerce report in Google Data Studio.

Below is the finished Google Data Studio report that you can use to understand how your online business is peforming.

Purchase this Google Data Studio report template

This template is available for purchase at Data Studio Templates.

detailed google analytics ecommerce dashboard

My Other Blog posts

I hope you enjoyed the blog post about how to make a detailed Ecommerce report in Google Data Studio. You might like to check out some of my previous blog posts.

I’m Michael

I’m a South African digital analyst living in Toronto, Canada. I blog about digital marketing, web analytics and data visualization.

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Michael Howe-Ely