Marketing Dashboards

What is a Marketing Dashboard?

A marketing dashboard is a reporting tool that displays marketing metrics, KPIs, and analytics using data visualizations. The goal of a marketing performance dashboard is to answer the question: “How are we performing right now?”

Marketing dashboards provide digital marketing teams with visibility into marketing performance. Your marketing dashboard should be designed for continuous monitoring and broad distribution across your organization. Like the dashboard of a car, your marketing dashboard should give your team an in-depth look at what’s going on ‘under the hood.’ This level of transparency means you can evaluate your performance on an on-going basis and make adjustments to your campaign planning or strategy in a timely manner, versus monthly or quarterly reporting.

Marketing Dashboards and Reports

This section provides examples of marketing dashboards and reports used to track social media, advertising, email, SEO, website, and demand generation programs.

The top metrics to track on your marketing dashboards and reports

Successful digital marketing campaigns understand your customer’s needs and provide them with a solution. A marketing dashboard will help you gain deep insight into your customers by displaying information about user behaviour, engagement, ad campaign spend, content ranking, and more. A digital marketing dashboard is your key to building a successful, data-driven marketing strategy.

Here are the most popular metrics tracked by marketing teams:

• Leads
• Marketing Qualified Leads (MQLs)
• Sales Qualified Leads (SQLs)
• Opportunities
• Won Customers
• Page Views
• Sessions
• Users
• Bounce Rate
• Average Session Duration
• Goal Completion Rate
• Cost per Click
• Click-Through Rate
• Return on Ad Spend (ROAS)

How do I create a marketing dashboard?

A marketing dashboard is a reporting tool that displays marketing metrics, KPIs, and analytics using data visualizations. The goal of a marketing performance dashboard is to answer the question: “How are we performing right now?”

When you create a marketing dashboard, ask yourself:

• Who is the audience for the marketing dashboard?
• What information do they need?
• What do they already know about the marketing metrics?
• What is their level of experience with marketing data?

One you answer these questions, you’ll be able to narrow the scope of your dashboard and identify the top marketing metrics to track.

A well-designed marketing dashboard will communicate a clear message. Create your marketing dashboard based on your audience. If your marketing team is the primary user, you’ll be able to get granular with your data and metrics. If the primary audience is executives, it’s better to stick to high-level metrics and KPIs. From there, choose the right visualizations and ensure your dashboard is easy to read.