Free template
The omnichannel sales dashboard template
Download the dashboard (Excel)
5 sheets you'll use: the dashboard, revenue, orders, ad spend, and where each number lives, plus a hidden one behind the chart. Every dashboard cell is a formula, with room for 5 years of months. Opens in Excel and Numbers, and in Google Sheets through File, Import.
Part 1 · What it shows
September 2026, for a fictional brand on 5 channels: Amazon fell $9,800
Moved most: Amazon fell $9,800 against the same month last year, while all channels grew 7.5%. Channels with no sales a year ago brought $9,400 of this month.
| Channel | Revenue | vs last month | vs last year | Share | Per order | Ad spend |
|---|---|---|---|---|---|---|
| Amazon | $42,200 | +5.6% | -18.8% | 41% | $31.31 | 17.0% |
| Shopify | $37,800 | +9.2% | +21.9% | 36% | $58.60 | 17.0% |
| Walmart | $6,200 | +7.6% | +3.3% | 6% | $29.25 | 6.0% |
| TikTok Shop | $9,400 | +15.1% | new | 9% | $26.26 | 22.0% |
| Faire | $8,100 | +8.1% | +8.0% | 8% | $405.00 | 0% |
| All channels | $103,700 | +8.0% | +7.5% | 100% | $40.15 | 15.5% |
On a phone the table drops last month and revenue per order. The workbook has both.
- The workbook shows the same table and sentence for September 2026, plus a chart of revenue by channel for the 13 months up to the month you review, and a bar chart of this month.
- "Ad spend" is ad spend as a share of that channel's revenue, 17.0% for Amazon here.
- A channel new this year, like TikTok Shop here, can't be the one that moved most, the same rule as the workbook.
Part 2 · How to fill it in
3 steps, about 15 minutes a month
The steps
- Pull last month from each channel, for the same calendar month, from the reports in Part 3.
- Type over the example rows on the Revenue, Orders and Ad spend sheets. One row per month, one column per channel. Leave a channel blank if you don't sell there.
- Read the dashboard. It picks the latest month with sales. Type a date over it to look at an earlier month.
- Every dashboard cell is a formula, with room for 5 years of months, so the 13-month chart keeps itself current.
- The dashboard says what moved. To split one channel's drop into traffic, conversion and order value, use the sales drop check.
Part 3 · Where each number lives
Each channel's monthly revenue and orders
Do this first
- Pull the same calendar month from every channel.
- Use the report named below for each one.
- Read every channel the same way each month, so the trend holds.
| Channel | Report | Counts |
|---|---|---|
| Amazon | Seller Central, Reports, Business Reports, Sales and Traffic by Date. Ordered product sales, and Total order items, Amazon's count of order lines and the nearest it reports to orders.1 | Before refunds |
| Shopify | Analytics, Reports, Net sales by channel for net sales, and Total sales over time for orders.2 | After discounts and sales reversals |
| Walmart | Seller Center, Analytics, Sales Insights, Account Sales Report. GMV and orders.3 | GMV, before returns |
| TikTok Shop | Seller Center, Data Compass, Shop Analytics. GMV and orders.4 | GMV, with shipping, before refunds and cancellations |
| Etsy | Shop Manager, Stats. Revenue and orders.5 | Before fees, without shipping or tax |
| Faire | Brand portal, Analytics, Sales overview, or the orders export. Total sales and total gross orders.6 | At wholesale price, after cancellations and returns |
| Wholesale and other | Your invoices for the month, and any channel not listed. | As you book it |
The dashboard says Amazon fell $9,800. It doesn't say why.
The monthly review Sentopi builds tells you why: each channel's change split into traffic, conversion and order value, the cause checked, and the first 3 actions ranked, the way the sample report does. Send us your exports and we'll build your first month free. We never log in to your accounts.
Sources
- Amazon Seller Central. Business reports. Read October 7, 2026. Link
- Shopify Help Center. Sales reports. Read October 7, 2026. Link
- Walmart Marketplace Learn. Sales insights: Overview. Read October 7, 2026. Link
- TikTok Shop US Academy. How to navigate Shop analytics in Seller Center. Dated November 12, 2025, read October 7, 2026. Link
- Etsy Help Center. Shop Stats Glossary. Read October 7, 2026. Link
- Faire Help Center. How do I view my shop's performance analytics? Read October 7, 2026. Link