When it comes to e-commerce performance, not everyone needs the same view of the data. The founder does not need the same level of detail as the lifecycle marketer, and the creative team does not need to comb through financial metrics. By tailoring reporting to the needs of each role, you make it easier for every team member or partner to focus on what matters most to their decisions.

Here is a breakdown of which metrics tend to be most valuable by role:

Founders and CEOs often prefer high-level metrics. They typically want visibility into total sales, ad spend, and ROAS by channel so they can quickly assess business performance.

Marketing leaders sit between the weeds and the big picture. They often want to see total sales, spend, ROAS, cost per acquisition, and average order value. In addition, they may track customer metrics like lifetime value (LTV) and the new vs. returning customer split.

Agencies and consultants often dig deeper. They want advertising campaign details, creative performance data, and granular metrics that help optimize budgets and strategy.

E-commerce managers focus on the online store itself. They will be most interested in orders, add-to-carts, average order value, and items sold.

The creative team wants to know what is resonating. They will focus on ad creative performance across images, videos, and copy.

Social and community managers need visibility into organic social performance and influencer-driven metrics to track engagement and growth.

Lifecycle marketers want to understand how customers come back. They will look at email and SMS performance, sales from returning customers, and retention patterns by channel and product.

We may have missed some roles here, or you may have a different opinion on which metrics matter most. That is exactly why ThoughtMetric now has customizable columns. You can decide what data you want to see, so every stakeholder has a view tailored to their needs.

Ready to see it in action? Book a demo today and see how ThoughtMetric can give your team the metrics that matter most.

Q: How granular can reporting be customized in ThoughtMetric?
A: Reporting can be customized at the column level across all major dashboards. You can add or remove metrics such as CPA, LTV, AOV, new vs. returning customer revenue, and campaign-level performance.

Q: Can different roles have unique reporting views?
A: Yes. Each user can configure their own saved column sets, making it possible for executives, marketers, and creative teams to track only the metrics relevant to their work.

Q: Does customizing columns affect the underlying data?
A: No. All data remains fully available in the platform. Customization only changes the display, ensuring you can streamline reporting without losing access to detailed insights when needed.