This page describes Ellis Dashboards.

Ellis comes with the following built-in D2C optimized dashboards:

  1. Overview 
  2. Sales
  3. Inventory
  4. Marketing
  5. Customers
  6. Shipping & Payment
  7. Web Traffic 


The overview dashboard's main purpose is to provide a single view on D2C key metrics.  Overview acts as a good baseline report for daily and weekly operations. 

Overview dashboard provides 

  • Sales summary and KPIs from all stores
  • Product performance summary
  • Web traffic overview

Overview dashboard data can be 

  • filtered by store or stores
  • filtered date and timeframe e.g. daily, weekly, monthly
  • comparison period can be set 

More detailed analyses are on separate dashboards.


The sales dashboard contains more detailed views on sales-specific metrics and analyses.

Key KPIs are seen in the Sales overview dashboard.

To analyze data in depth separate detailed dashboards are available for

  • Discounts for analyzing discounts
  • Order Lookup for digging details of the specific order
  • Point of Sale information for connected Shopify POS
  • Returns to enable detailed returns analysis
  • Sales Forecast based on tuned Prophet algorithm. 
    • Note: Sales forecasts work best in a stable environment with at least one-year data in Ellis
  • KPIs by Store for multiple connected stores


Inventory dashboards are providing detailed information on your inventory and products.

It contains detailed dashboards: 

  • Product Category Lookup provides tools to analyze product category performance 
  • Product Lookup to view product details
  • Product Analysis to perform product analyzes
  • Product Associations to understand which products are bought together
  • Product Performance  to evaluate product performance


Marketing dashboards provide information about marketing campaigns, spending, and sales per channel.

  • Marketing Channels provide detailed data per channel
  • Demographics by Meta providing visibility on user demographics based on Facebook Ads data.


Customers dashboards provide tools to analyze customer behavior in detail. It shows customer acquisition, and new & returning customers.

  • Customer Lifetime customer distribution and key metrics like 9-Field Matrix of Customers. 
  • Customer Retention with customer cohort table. It is used in D2C e-commerce to understand the greater picture of your customer acquisition and retention of existing users. As an example, you want to understand if your customers gained last November are different from the ones you gained last December.
  • Customer Segmentation tool segments customers (see separate article)
  • Single Customer View to view details of customer

Shipping & Payment

Own dashboard for analysing shipment and payment data.

Web Traffic

 Own dashboards for analyzing web traffic on stores, including key metrics like

  • Sessions
  • Conversion
  • Sources