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    InsightLumina
    Free resource · Updated for 2026

    E-commerce analytics checklist for profit, performance & efficiency

    A practical weekly review for Shopify and DTC founders. Use this checklist in Notion, print it, or share it with your team — no login required.

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    Weekly
    Revenue & profit

    Top-line revenue tells you what happened. These checks tell you if growth is healthy.

    • Compare net revenue vs prior week and same week last year (seasonality matters).
    • Review gross margin by top 5 SKUs — flag any product below your target margin.
    • Check refund rate and average order value (AOV) — sudden AOV drops often signal discount or mix issues.
    • Note contribution margin after ad spend if you run paid channels.
    • Identify one product or bundle driving disproportionate profit this week.
    Weekly
    Conversion & store performance

    Small conversion improvements compound into meaningful profit gains.

    • Store conversion rate overall and by device (mobile vs desktop).
    • Checkout completion rate — cart abandonment spikes are early warning signs.
    • Landing page conversion for your top 3 traffic sources.
    • Site speed or UX changes shipped this week — tie to conversion movement.
    • Search and collection pages: are bestsellers easy to find?
    Weekly
    Marketing efficiency

    Efficiency beats volume. Know which channels earn their spend.

    • ROAS or MER (marketing efficiency ratio) vs your target band.
    • Cost per acquisition by channel — pause or fix underperformers early.
    • Email/SMS: open rate, click rate, and revenue per send for latest campaigns.
    • New vs returning customer mix — over-reliance on new customer ads erodes margin.
    • Creative or audience fatigue signals (rising CPM, falling CTR).
    Weekly
    Operations & inventory

    Stockouts and delays silently kill conversion and repeat purchases.

    • Top sellers: weeks of cover remaining at current sell-through.
    • Products with rising views but flat sales (pricing, imagery, or stock issue?).
    • Fulfillment time and shipping complaint themes from support.
    • Return reasons on high-volume SKUs — pattern vs one-off.
    • Upcoming promos: inventory aligned with expected demand?
    Monthly
    Monthly deep dive

    Zoom out once a month so weekly noise doesn't drive strategy.

    • Cohort retention: are customers coming back within 30/60/90 days?
    • Channel mix shift — organic vs paid vs email as % of revenue.
    • Category performance: winners, laggards, and margin trends.
    • Benchmark conversion and AOV against your vertical if available.
    • Document 3 lessons and 3 priorities for next month.

    Red flags worth acting on immediately

    • Revenue up but profit flat — check discounting, ad spend, and product mix.
    • Traffic up, conversion down — landing page, speed, or offer mismatch.
    • Mobile conversion lagging desktop by 30%+ — prioritize mobile UX fixes.
    • One channel >70% of new customers — diversification risk.
    • Hero SKU under 2 weeks inventory during a promotion — pause ads or expedite stock.

    Automate the review with InsightLumina

    This checklist is what strong operators do manually. InsightLumina connects your store and marketing data, surfaces the changes that matter, and tells you what to do next — so you spend less time pulling reports and more time improving profit and performance.

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