Tracking and analytics · Blueprint
Looker Studio dashboard for ecommerce ads: what to include
By Limon Ghosh, Sydney · Updated 24 October 2026 · 5 min read
Short answer: a useful ecommerce ads dashboard has six scorecards, a spend-versus-sales view by channel and a trend line, with every number labelled as platform-reported or store-confirmed. Connect Google Ads, GA4 and your store first. This is a blueprint, not a downloadable template.
Watch it in under a minute
Real jobs, short videos. Press play.
Name change: Google’s documentation says the product name returned to Data Studio in April 2026. The tool is the same, and the old Looker Studio address redirects to the new one. We use both names because most people still search for “Looker Studio”.
The layout
Keep it to one page. This sketch shows where each panel goes.
Layout sketch. Orange panels are platform-reported figures; blue panels are store-confirmed.
The six scorecards
| Scorecard | Why it matters | Source |
|---|---|---|
| Ad spend | The total you put in | Ad platforms |
| Store sales | The sales that actually happened | Your store |
| MER | Total revenue ÷ total marketing spend, a whole-business view | Calculated |
| Platform ROAS | What each platform says it earned | Ad platforms |
| Orders | The count of real orders | Your store |
| Cost per order | Spend ÷ orders | Calculated |
What to connect first
- Google AdsSpend, clicks and conversions.
- GA4Sessions, key events and channel view. Check your purchase tracking first.
- Your storeShopify orders and revenue as the source of truth.
- Meta and TikTokSpend and platform-reported results.
- AmazonIf you sell there, add ad spend and sales.
Label every number. Put “reported by platform” or “confirmed in store” next to each figure. It stops arguments and keeps decisions honest. See why the numbers differ.
Common mistakes
- Adding platform sales together and calling it total sales
- Mixing time zones and currencies across sources
- Showing ROAS without margin or break-even
- Too many charts on one page
- No notes on what to do next
Want us to build it?
We build and maintain these dashboards for stores and B2B teams in Australia and the USA, with a plain-English weekly note. See our reporting and dashboards service (Australia).
Questions answered
Is there a free Looker Studio template?
We do not offer a downloadable template yet. This article is a blueprint of the panels to build, and we can build a custom dashboard for you.
Which data sources should I connect first?
Connect Google Ads, GA4 and your store first. Add Meta, TikTok and Amazon after the basics match your store orders.
What is MER?
Marketing efficiency ratio: total revenue divided by total marketing spend. It gives a whole-business view that does not depend on any one platform’s attribution.
How often should I review the dashboard?
A short weekly review catches overspend early, and a monthly review is a good time to change budgets.
Why do dashboard numbers differ from Ads Manager?
Platforms use their own attribution and windows. Label each number by its source so differences are expected, not alarming.
Limon Ghosh runs MindfulClicks from Sydney and manages paid ads, tracking and Claude AI automation for online stores and B2B companies in Australia and the USA.
Want a dashboard built for your store?
Book a free 30-minute call. We agree what you need to see and how often, then build it.
Book a free strategy call →