Ecommerce Reporting: What You Should Be Tracking (But Probably Aren’t)

Introduction
Every private-equity–backed ecommerce brand I’ve operationally turned around faced the same blind spot: the dashboard looks healthy - revenue, orders, traffic - but the deal’s value erodes in hidden pockets of spend and churn. Marketing teams tout 15% MoM revenue growth while CAC is soaring 25% faster than LTV. Meanwhile, product lines bleed margin, and regional performance masks under-leveraged markets. Without a razor-sharp ecommerce reporting layer, you’re flying blind - and value creation stalls.

The Problem Landscape
In practice, six issues routinely derail value capture. Below is a diagnostic table showing symptoms, root causes, and reporting gaps:

Table: Common Reporting Gaps

Operator tip: Establish weekly alerts for any KPI that drifts more than 10% from targets. Invest in automated data pipelines that push to your sales dashboard.

Operator-Led Solutions
Build a modular reporting framework that aligns acquisition, product, customer and regional metrics to EBITDA and cash flow:

Reporting Layer Framework

Checklist: Minimum Viable Dashboards
– Acquisition dashboard: daily CAC by channel and campaign
– Product health: SKU GM%, returns %, stock days on hand
– Customer dynamics: cohort LTV, churn, repeat purchase
– Geo-performance: revenue, ROAS, local CAC
– Financial KPIs: contribution margin waterfall, EBITDA bridge

Case in point: Within three months of implementing this framework for a mid-market apparel brand, CAC fell 18% (from $85 to $70), LTV rose 22% (from $190 to $232), and EBITDA margin improved from 8% to 13% in the first 90 days.

Case Studies
Brand A (Electronics, $25 M GMV)
– First 90 days: centralized CAC monitoring cut PPC CAC from $90 to $68 (24% reduction)
– SKU-level reporting eliminated 15% of low-margin SKUs, boosting GM% from 37% to 43%

Brand B (Fashion DTC, $12 M revenue)
– Introduced abandoned-cart recovery: reduced abandonment from 75% to 68%, recovering $220 K in revenue Q1
– Cohort LTV/CAC tracking increased repeat purchase rate from 27% to 35% within six months

Implementation Framework

Working Capital/Exit Considerations
A best-in-class reporting layer shrinks working-capital cycle by exposing DSO and DPO trends and flags inventory aging. At exit, granular EBITDA-attributable reporting demonstrates operational rigor - PE buyers pay a 0.5–1.0× EV/EBITDA premium for predictable, transparent financial performance.

Final Take: Reporting Drives Results - Don’t Fly Blind in eCommerce

In private equity, visibility equals value. Without an advanced ecommerce reporting layer, hidden costs and margin erosion quietly drain your investment’s potential. To truly unlock growth and margin expansion, you need more than top-line dashboards - you need granular, actionable insights across acquisition, product, customer, region, and financial metrics.

Why Choose eComplete to Build Your Reporting Advantage?

At eComplete, we deliver full-stack ecommerce reporting frameworks that empower private equity teams to:

• Spot inefficiencies early: Capture weekly CAC spikes and SKU-level margin erosion with automated alerts

• Drive smarter decisions: Segment LTV/CAC by cohort and region to target investments where they pay off most

• Accelerate value creation: Lift EBITDA margins by 2%+ within months through data-led operating discipline

• De-risk exits: Provide PE buyers with clean, attribution-backed EBITDA reports, commanding valuation premiums

Our turnkey dashboards and data pipelines connect the dots from acquisition channels through contribution margin, enabling rapid, confident course corrections.

Ready to capture missed profits and unlock your portfolio’s true potential?

We partner exclusively with private equity and strategic investors to build reporting layers that turn data into value.

→ Speak with our team today to start your ecommerce data transformation