Driving an e-commerce in 2026 means juggling Shopify, Stripe, Google Ads, Meta, Klaviyo, warehouses, and customer support. Apache Superset centralizes this data into unified dashboards, without paying a percentage of revenue to a proprietary tool. This article presents the 10 essential dashboards to set up and the datasets to model.
1. Why Superset for e-commerce?
Native analytics tools of e-commerce platforms (Shopify Analytics, WooCommerce Analytics, Magento BI) are limited to their own perimeter. To cross sales, marketing, support, and logistics, you need a unified BI layer. Superset offers this layer, free, with native connection to Postgres, BigQuery, Snowflake, and ClickHouse.
If you want to start immediately without installing or maintaining infrastructure, TVL Managed Superset deploys a ready instance in less than 3 minutes, hosted in Europe.
2. Recommended data architecture
- Raw sources: Shopify, Stripe, Klaviyo, Google Ads, Meta, Mailjet, Zendesk;
- EL(T) with Airbyte or Fivetran into an analytical warehouse (BigQuery, Snowflake, ClickHouse, Postgres);
- dbt modeling in layers: staging → marts → metrics;
- Superset connected to marts for business dashboards.
3. Dashboard 1 — Business overview
An executive daily dashboard summarizing activity:
- Net revenue with D-1, W-7, M-30 comparison;
- Number of orders;
- Average Order Value (AOV);
- Estimated gross margin;
- Top 5 sold products;
- Acquisition channel split.
4. Dashboard 2 — Acquisition and marketing
Cross acquisition costs (Google Ads, Meta) with attributed revenue:
- CAC by channel (last-click or data-driven);
- ROAS (Return On Ad Spend) by campaign;
- Global blended CAC;
- Monthly evolution of paid vs organic CAC.
5. Dashboard 3 — Conversion funnel
From visitor to paying customer:
- Visitor sessions;
- Add-to-cart rate;
- Checkout initiation rate;
- Payment rate;
- Global session-to-purchase rate.
See also our funnel analysis guide.
6. Dashboard 4 — Cohort analysis
Track cohort retention (acquisition month) over 12 months. The best long-term store health indicator. Superset offers a native cohort visualization, fed from a dbt view. See Superset cohort analysis.
7. Dashboard 5 — Customer Lifetime Value (LTV)
LTV by cohort, by acquisition channel, by first product purchased. Lets you arbitrate max acceptable CAC. This configuration is applied by default on TVL Managed Superset, which follows community best practices.
8. Dashboard 6 — Stocks and logistics
- Days of stock remaining per SKU;
- Imminent stock-out SKUs;
- Rotation speed;
- Preparation and shipping SLA;
- Carrier incidents.
9. Dashboard 7 — Customer support
- Open / resolved tickets;
- First response time;
- NPS on recent orders;
- Top 5 contact reasons;
- Tickets / faulty SKUs correlation.
10. Dashboard 8 — Email and CRM
- Open, click, unsubscribe rates;
- Revenue attributed to each Klaviyo flow;
- Opt-in list growth;
- RFM segmentation.
11. Dashboard 9 — Geography
Cartographic visualization of sales by country / region via Superset geospatial visualization. Useful to decide opening a new market or secondary warehouse.
12. Dashboard 10 — Promotions and coupons
- Revenue generated by promo campaign;
- Margin impact;
- Cannibalization vs incrementality;
- Top promo codes used.
13. KPI summary table
| KPI | Formula | Frequency |
|---|---|---|
| AOV | Revenue / order count | Daily |
| CAC | Marketing spend / new customers | Monthly |
| LTV | Cumulative margin per cohort | Monthly |
| ROAS | Attributed revenue / ad spend | Daily |
| Conversion rate | Orders / sessions | Daily |
| Retention rate | Reactivated customers / cohort | Monthly |
14. Conclusion
Apache Superset is a robust and economical answer to the BI needs of modern e-commerce. With 10 well-designed dashboards, a team drives its business with as much granularity as with Tableau or Looker, without the associated bill.
Want the benefits of Apache Superset without the friction of installation and maintenance? Deploy your instance in 3 clicks with TVL Managed Superset, hosted in Europe (OVHcloud, Roubaix, France).
For more: SaaS metrics in Superset, marketing analytics, what is Apache Superset.