More KPIs won’t fix an unclear business question.

Self-initiated fictional concept. The e-commerce business and dataset are fictional and were created for portfolio demonstration. No real company data or real-world business results are represented.

For an e-commerce team, “How are sales doing?” needs more than a revenue total. What period are we looking at? Which orders count? What should we investigate next?

In my BI dashboard concept, I kept the executive view focused on four core measures: revenue, completed orders, purchasing customers and average order value.

The important decisions sit behind those cards: • Revenue uses completed order lines after discounts; cancellations and full refunds are excluded. • Orders and purchasers are distinct counts. AOV is revenue divided by completed orders—not an average of monthly averages. • Filters use a shared scope, and year-over-year comparisons use the same dates and dimension filters. • Findings lead to investigation prompts, not promises. A strong category is a reason to examine product mix and costs before increasing inventory.

My starting point when scoping a dashboard: agree on the decision, define the measures, then choose the visuals. That helps a small team understand what the numbers can—and cannot—tell them.

Which is harder in your sales reporting: agreeing on the numbers or deciding what to investigate next?

Explore the concept and its measurement notes: https://contra.com/p/3mBQqBko-e-commerce-business-intelligence-and-performance-dashboard?r=bartholomew_frank_ire1a0gt