E-Commerce & Paid Ads Analytics Dashboard

Overview

An interactive 4-page Power BI dashboard designed for e-commerce store owners and marketing teams to evaluate high-level performance, track product profitability vs. unit sales, monitor Meta ad spend and ROAS, and measure customer lifetime value and retention trends across regions.

The challenge

E-commerce businesses often struggle to unify multi-channel sales data with paid ad spend, making it difficult to assess true profitability, evaluate campaign-level ROAS, and identify whether top-selling products are actually driving net margin.

What I did

• Structured multi-page Power BI architecture covering Executive Overview, Sales & Product Performance, Meta Ads, and Customer Insights.
• Calculated complex business metrics using DAX, including Net Profit, AOV, Meta ROAS, CAC, Customer Lifetime Value (CLV), and time-to-second-purchase.
• Designed product margin models to differentiate between high-volume unit sales and true margin-generating categories.
• Built interactive campaign tables and slicers allowing stakeholders to drill down into channel performance, geographic distribution, and custom date ranges.