Dashboard for Ecommerce Website

Interactive Shiny dashboard

Shiny
Dashboard
Ecommerce
Interactive ecommerce dashboard hosted on shinyapps.io.
Author

Ceren Unal

Published

April 13, 2026

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Project description

This project tracks Q1 2026 marketing performance for an ecommerce website. The dashboard is designed to summarize overall traffic and conversion outcomes, with a focus on key business metrics such as sessions, purchases, and conversion rate. Performance is broken down across important dimensions including state, device, and source/medium, allowing users to compare geographic trends, channel effectiveness, and device-level purchase behavior. The goal is to provide a clear view of how marketing activity contributed to ecommerce results over the quarter.

Data description

This dataset represents user-level activity for an ecommerce website during Q1 2026.

  • Date range: January 1, 2026 to March 31, 2026

  • Granularity: User-date level

Each row reflects a user’s activity on a given date, along with basic acquisition and behavioral fields.

Data Glossary

user_id: Unique identifier for each user.

date: The calendar date of the activity.

month: The month tied to the date, useful for monthly summaries and trend charts.

state: The US state associated with the user or activity.

device: The type of device used, such as desktop, mobile, or tablet.

source: The traffic source that brought the user to the site, such as Google, Direct, Instagram, or Email.

medium: The marketing channel type associated with the source, such as organic, cpc, referral, email, or social.

source_medium: A combined acquisition label in the format source / medium.

sessions: The number of website sessions generated by the user on that date.

purchases: The number of completed purchases generated by the user on that date.

conversion_rate: Usually calculated as purchases / sessions. This measures how efficiently traffic converts into purchases.

Findings from the data

  • Website traffic and purchases have remained stable throughout Q1, no meaningful deviations in performance by month.

  • California and New York led purchases: both generated 34 purchases, making them the top two states by total conversions.

  • Organic Google was the biggest traffic and purchase driver: google / organic produced the highest volume with 1,556 sessions and 45 purchases, making it the strongest source/medium by scale.

  • Direct traffic was one of the strongest channels overall: direct / (none) delivered 38 purchases and converted better than major paid channels, which often suggests strong brand intent.

  • Email was the most efficient major channel: email / email generated 24 purchases from only 445 sessions, giving it the highest conversion rate among the major channels. It looks like a high-intent audience.

  • Paid social underperformed relative to volume: facebook / paid_social and instagram / paid_social brought meaningful traffic, but their conversion rates were weaker than direct, email, and organic search.

  • Referral traffic looked promising: both affiliate / referral and partner_blog / referral had relatively modest traffic, but they converted well, which suggests they may be valuable niche acquisition sources.

URL of the published web page

https://3cobyr-ceren-0nal.shinyapps.io/q1_2026_ecommerce_dashboard_shiny_v4_app/