Remove uninformative metrics: Name the user, decision and comparison for each tile; Keep only sales-report measures that inform a decision; Remove duplicate Sessions tiles with no distinct use
Image: Ecommerce Insight Desk

Measurement Planning

Part of Ecommerce dashboard design

Removing metrics that do not inform a trading decision

Every daily dashboard metric should answer a question or trigger an action. If it only fills space, move it to a detailed report or retire it.

For each tile, name its user, the decision it changes and the comparison that makes the change meaningful. If no one can name a decision, remove the tile from the daily view, not the underlying report or data.

To investigate a sales drop this week compared with last week, retain Sales over time and the breakdowns by channel, product and traffic source. These are the breakdowns Shopify identifies for investigating sales changes.

Orders, Average order value, Units per transaction, Gross profit, Discounts and Gross sales are available sales-report measures, not automatic daily tiles. Keep each only when an owner can name the decision it informs; otherwise remove its tile and retain the underlying report if someone needs it.

Remove similar Sessions tiles from the same screen unless each has a distinct decision use. Shopify and third-party analytics can differ because Google counts every page reload while a browser doesn't count reloads of cached pages; session definitions, bot counting and reporting time zones can also vary.

Watch a real trading review: note which tiles people discuss, which prompt them to open a report, and which are ignored or repeatedly explained away. Check whether a less-frequent owner needs a metric for a separate task before removing it from the daily view.

Record each removed metric, why it was removed, where it can still be found, its owner and a review date. Tell the owner and affected users; restore the tile at review if a trading decision needs it.

Shopify vs Google Analytics session definitions

Page reloads
Shopify: counts all reloads; Google Analytics: excludes cached page reloads
Bot traffic
Shopify: includes bots; Google Analytics: may filter bots by default
Reporting time zone
Shopify: uses store’s local time zone; Google Analytics: uses configured reporting timezone

Key sales metrics for trading decisions

Sales over time
Essential for trend analysis and anomaly detection
Breakdown by channel
Identifies performance shifts across marketing and sales channels
Breakdown by product
Highlights top-performing or underperforming SKUs
Breakdown by traffic source
Helps assess campaign effectiveness and referral quality

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