Visualize data with dashboards

Create a dashboard for the ecommerce team that shows sessions, top five traffic sources by revenue, conversion rate, average order value, and a sparkline of revenue over the last 30 days. Share it with Lina in marketing and Aaron in product and set the dashboard to refresh daily. Before sharing, verify the revenue metric uses transactions multiplied by product price, not a goal value.

Before I publish the dashboard to Lina and Aaron, make approval fast: surface the top five sources by revenue and their conversion rates at the top, add a clear date selector defaulting to last 30 days, and annotate any spikes with the likely campaign name. Hide raw session IDs and make sure currency formatting and decimal places match finance expectations. Call out any missing ecommerce tracking that would make the dashboard misleading.

I created a dashboard showing sessions, top sources by revenue, conversion rate, and AOV; product is seeing unexplained revenue spikes and wants explanations. I’m not sure whether this is a tracking duplication, refunded orders excluded, or a tagging error. What diagnostics should I run first on the dashboard metrics and the underlying events to find the cause?

We keep building dashboards that marketing and product ignore because the numbers don’t match ad platform reports or finance spreadsheets. Where are we losing trust — in mismatched attribution windows, inconsistent currency, or poorly chosen KPIs — and what two systematic habits should we adopt so dashboards become the source of truth?