Ecommerce Forecast Dashboard
Consumer Excel Template (Free Download)
Review e-commerce customer cohorts, channel revenue, CAC payback, repeat purchase economics, LTV, gross margin, fulfillment costs, and contribution break-even in one operating dashboard for planning.
professionals from Deloitte
Used by professionals from
About this dashboard
The E-commerce Dashboard brings customer acquisition and cohort profitability into one operating view. It connects revenue by channel and cohort with CAC, CAC payback, repeat purchase rates, LTV, gross margin, and contribution break-even so commercial assumptions can be assessed alongside unit economics.
Use it to examine how paid and organic acquisition affect customer profitability over time. The supporting workbook builds COGS and gross margin by channel or product category, then accounts for fulfillment, shipping, packaging, returns, and logistics costs. Repeat purchase assumptions show how retention changes the margin available to recover CAC.
The dashboard helps D2C brands, online marketplaces, and other e-commerce operators review acquisition programs, budgeting, and forecasting. Its outputs focus on customer cohorts and unit economics; the underlying model also includes cash conversion cycle assumptions for working capital. LTV reflects gross profit generated over the customer lifetime, keeping repeat revenue connected to margin rather than treating sales alone as value.
What every dashboard includes
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
What's inside the Ecommerce Forecast Dashboard
- Revenue by channel and cohort
- CAC and CAC payback period
- Repeat purchase rates
- LTV and LTV-to-CAC economics
- Gross margin after COGS
- Contribution break-even analysis
Formatted to IB standards
Named theme colors repaint the whole workbook in one click, on top of an investment-banking structure with clear input, output, and cross-sheet reference styling - brand-ready, institutional-grade, and fully auditable.
Created by ex-finance professionals
Hey, I’m Alex and I created Finamodel.
Over my years in the finance industry I kept building the same models over and over again. Same structure, same assumptions, different logo. So I started building frameworks to turn them into clean, reusable templates.
Every model here is one I’d actually use for a client, and I personally vet each one before it goes up.
I’m not an expert in every industry, but I’ve built enough models to know what belongs in one. And when something is completely foreign to me, I reach out to my network for experts to work on our models with us.
Having a template library on hand cuts a first build from hours to minutes.
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Frequently asked
What does the E-commerce Dashboard measure?+
It measures revenue by channel and customer cohort, CAC, CAC payback, repeat purchase rates, LTV, LTV-to-CAC economics, gross margin, and contribution break-even. These outputs connect acquisition activity with the margin generated by customers over time.
How is CAC payback defined?+
CAC payback is the number of months required for a customer's gross profit contribution to recover the customer acquisition cost. It therefore depends on repeat purchases, order economics, and margin rather than on revenue alone.
How is LTV calculated here?+
LTV is the sum of gross profit generated by a customer over the modeled lifetime. The workbook estimates it from repeat purchase rates, average order value, and margin assumptions, keeping retention and product economics inside the lifetime value calculation.
Why are channels and categories separated?+
Different channels and product categories can carry different COGS, fulfillment, and acquisition costs. Separating them lets the model show how channel mix and category economics affect gross margin, customer payback, and contribution profitability.
Does the model include working capital?+
Yes. The supporting workbook includes a cash conversion cycle assumption describing the days between paying suppliers and collecting customer payments. That working-capital detail supports the broader operating model while the dashboard focuses on cohort and unit-economic outputs.
Have more financial modelling questions? Contact us
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