In shortIf you run several stores, you want the business numbers in one place, filterable by website and date. This video shows the KPI model I recommend and how to build it from your store, ad platform and GA4 data.
The KPIs and how to build them
- Store-wide: orders, new-customer orders, customers, new customers, AOV and new-customer AOV.
- Costs: CAC, new-customer CAC and the lifetime value to CAC ratio.
- Return: overall ROAS.
- Per channel (Google Ads, Meta, Microsoft Ads): orders, CAC, ROAS and AOV.
- Pull data from the store (Shopify or WooCommerce), the ad platforms and GA4.
- Combine the tables in BigQuery, Excel or Google Sheets.
- Show it in Looker Studio or the tool you prefer.
Common questions
Who usually builds this?
A data engineer or analyst. It needs the store, ad platforms and GA4 joined in one table.
Recorded in April 2025. Some screens may look different today.
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