KPI dashboards and how to use them in their marketing

I will never forget that someone asked me for a marketing performance -update for the first time. I had six untidy spreadsheets, no clear story and no KPI dashboard to tie everything together.

I had technically seen the numbers … but not the clarity. I was not even sure which metrics were most important. Then I started building my first KPI dashboard and everything changed.

Since then I have used KPI dashboards to pursue everything from campaign performance to quarterly sales goals, and I learned what works (and what really doesn’t).

In this post I will lead you through the construction of a KPI dashboard (including My free favorite template), The advantages that I saw first -hand and the tools I recommend when you just start.

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Each department from sale to the company requires a dashboard, and the dashboard is particularly helpful for Marketing. Between a dozen online channels (plus offline marketing efforts), numerous elements will go into the creation and maintenance of a healthy marketing ecosystem.

I personally used KPI dashboards to follow everything from the lead quality to campaign -and the greatest victory is the calming. No more scrambling to find data in five different tools. And if you are competing or juggling competing priorities, this type of clarity is everything.

Nevertheless, I learned on the hard tour that more data does not always mean better decisions. I built dashboards with far too many charts and ignored them. So those who actually work? They are focused, intentionally and built to show what is most important.

Advantages of a KPI dashboard

I did not appreciate exactly how useful KPI dashboards could be until I stopped relying on scattered reports and random spreadsheets. Since then what I have found has been really helpful:

• Immediate clarity. I can see what matters without having to pursue tools or last-minute numbers.
• Smart decisions faster. With everything in one place I can see what works, what is not and turn quickly – without rethinking it.
• Real time knowledge. The best dashboards update live, which means that I don’t rely on outdated information when it is time to act.
• Organization throughout the team. If everyone refers to the same dashboard, we meet faster and with less miscommunication.

At the end of the day, a good dashboard is not just about displaying data – it is about making the right next step clearer. This makes it such a powerful tool.

So what does it take to build one that actually works? Let us go into it.

What should a KPI dashboard contain?

If there is one thing that I have learned when I have created too many dashboards on the hard tour, it will be: the easier it is, the more useful it becomes. A good dashboard does not try to follow everything under the sun – just the stuff that really matters.

I usually strive for five to nine metrics, max. More than that, and it feels overcrowded. Ask yourself: If this number took a fall tomorrow, would it seriously mess up with her goals? If so, it is probably part of the dashboard.

Suppose you put together a B2B marketing -kpi -dashboard. Some of the most helpful metrics I have followed are:

• Cost per acquisition (CPA).
• Conversion rate.
• Website traffic to channel.
• Customer lifespan (CLV).
• Marketing qualified leads (MQLS).

As I already mentioned, I pursued everything just because I could. But it really started to click when I cut back and only concentrated on the KPIs that were directly bound by business effects. My dashboards finally started working for me, not against me.

It would be embarrassing to show you my first dashboard. There was a lot going on – and not in a good way. After a lot of attempt and error (and a few dashboards that I would rather forget), I finally ended up on a simple formula that actually works.

Here you can find out how to create a KPI dashboard that is clean, focused and actually useful.

1. You know your audience.

If you try to talk to everyone, it will not be connected to anyone. I used to create a unit reports and sent them to managers, managers and specialists in the hope that they will find all of them. But nobody really did it. The managers wanted a top line summary. The team leads the required tactical data. Instead of helping, the dashboard has only created further questions.

Now I start with my own question: Who is this dashboard for? I think about what decisions this person have to make, what context you already have and how much time you will spend it.

A CMO may want to pay a monthly snapshot with visual summaries and a handful of highly effective. A marketing manager? You may need information at the channel level and real-time tempo data.

If I adjust the layout and the data so that you meet the needs of a specific person, the dashboard is much more useful – and much more is used.

2. Just keep it.

There is a reason why I repeat that again and again … it’s really easy. The more metrics you add, the more difficult it becomes to concentrate. I built dashboards that looked impressive – so many charts! So much color! – But nobody (including me) actually used it.

Now I stick to the handful of KPIs who clearly tell the story. The type of numbers in which you can look at and immediately know what is going well and what needs attention. That is the difference between a usefulness of dashboard and one that only looks good in a meeting.

3. Cutting your metrics.

Do you remember my trick from before – ask yourself whether a metric would seriously mess up with your goals? We make a deeper version of it here.

Every KPI on their dashboard should have a job. Before I add something, I ask: Would this number trigger a decision or a conversation if it changed significantly? If not, it’s out.

But in addition I also think about it What kind of kind The decision could go. Would this metric help me to catch a red flag? Justify more budget? Recognize a trend that it is worth being explored? If you urge yourself to answer these questions, build a dashboard with real benefits – not just one that checks a box.

The benefit? In the end you have a dashboard that is not only in a tab, it is actually used. Not just from you, but by everyone for whom it was built.

4. Sketch it first.

Before I jump into a tool, I take a step back and sketch the layout – either on a whiteboard, a napkin or a short outline in a document. It doesn’t have to be chic. Just enough to find out what I want to see and in what order.

I think it is wire gas on a website: it helps me to prioritize the most important data and avoid disorder. What should someone see first? Which metrics have to sit next to each other? Do I want trend lines, percentages or raw numbers?

The type of dashboard you build should also influence how you visualize the data. If you analyze trends, I usually go with line or column diagrams, as you make it easy to recognize patterns over time. For composition data (such as the percentage of traffic from any channel), stacked diagrams or cards can tell the story much better.

If you sketch it first, the whole thing feels more deliberately and saves me in front of endlessly when I am in the dashboard tool.

5. Use a template (seriously!).

If you build your first dashboard (or even your fifth), don’t start over. It is not worth a headache. I wasted so much time to create “perfectly adapted” dashboards from an empty canvas just to put it in layout floating or to protect each design selection in second.

Templates give you a lead. They offer structure, offer design information and prevent them from over complication. Think of them like scaffolding – you can always optimize and adapt later, but they help you to achieve something functional quickly.

Lifting spots Free KPI dashboard template Is one to which I come back again and again. It is clean, simply adapted and works for all types of applications – regardless of whether I pursue campaign performance, quarterly goals or team kpis. It helps me from “I don’t know where to start” to “This actually works” faster than starting from zero.

Conclusion? Use a template. Save yourself the stress. Spend your brain output for the interpretation of the data and do not wrestle with boxes and bars.

5 to use the best KPI dashboard software

There is a lot of marketing kpi dashboard tools, and I tried more than a few. Some are perfect for the visibility of a great picture, others are better for daily performance tracking. The most important thing is to choose one that fits your workflow – not the most striking on the market.

Here are five options that I either used or saw that marketing teams work very well. I will guide you through what everyone can do best and where it is neglected depending on your needs.

1. Lifting spot

Best for: All-in-one-marketing visibility

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If you are already using HubSpot CRM or Marketing tools, this is a child’s play. The free KPI dashboard functionality is directly into functionality.

As an enthusiastic Drift Kings Media user, I used Drift Kings Media -Dashboards to track everything from MQLS to e -mail performance, and the simple setup still surprises me. It is drag-and-drop, very customizable and actually looks directly out of the goal (which more than I can say for some other tools).

What I like: For HubSpot users, it is seamless – no additional work, no confusing data synchronization. If you already live in Drift Kings Media, the dashboard function feels like a natural expansion of your everyday life. It just works like an iPhone and AirPods.

2. Google Looker Studio (formerly Data Studio)

Best for: Free, Google-friendly reporting

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If you work with Google Analytics, Google ads or leaves, Looker Studio is a kind of hidden gem. It is completely free, relatively easy to learn and very practical to build clean dashboards quickly.

I used Looker Studio when I had to get a dashboard live yesterday And had no time (or no budget) for a more fancier tool. It is not the most powerful platform out there, but for marketing power, top line reporting or pulling data from several Google sources is done.

What I like: It is free, flexible and plays very well with Google tools, perfect if you need something fast and functional without jumping through tires.

3. Tableau

Best for: Deep analysis and extended data visualization

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Tableau is one of these tools that can do pretty much anything – but it is not for the faint of heart. It is powerful, flexible and built for serious data stories. If you have complex data records or have to create interactive dashboards with layered filters, Tableau can process this.

I used Tableau in both marketing and OPS contexts, and as soon as they have the shoot, it is incredibly satisfactory to work with it. When I worked in a company that Tableau used in the entire organization, I had access to a dedicated team of data that helped me to organize, structure and visualize the data in a way that I would not have found on my own.

That means it comes with a learning curve and it is probably exaggerated if you only need a quick check-in for performance.

What I like: If I have to cut data more customer-specific and create the dashboard for presentations at EXEC level, Tableau gives me the control that I am looking for. It requires more effort, but the results are often worth it.

4. Microsoft Power BI

Best for: Data-controlled teams in the Microsoft ecosystem

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If your company lives in Excel, Teams or Azure, Power BI can feel the second nature. It is the answer from Microsoft to Enterprise BI – robust, safe and fully with functions with which teams can analyze data, share and work together.

I saw how Power BI works best in orgins, where reporting is not just a marketing task, but also something more cross -functional. Sales, OPS and financial teams all rely on the same dashboards, and Power BI simply makes it easier to pull out of several sources and create a coherent view. The integrations with Excel are particularly helpful if they already argue.

What I like: It fits perfectly with organizations that are already carried out on Microsoft. As soon as it is set up, it becomes a powerful, collaborative tool that supports decision -making in the teams.

5. database

Best for: Small teams that follow several goals

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Databox is one of my favorite options for light real-time dashboards. It is structured with regard to simplicity – easy to use, easy to connect and surprisingly flexibly for something that does not require coding knowledge.

I used database to keep an eye on KPIs for marketing kPIs such as lead volume, conversion rates and canal performance without having to create anything from scratch. It has dozens of plug-and-play templates, and the mobile app is actually helpful-perfection for quick checks or reviews as part of the GO-GO-time.

What I like: It is quick, by default visual and ideal for teams who want visibility without a dashboard tool to baby. Not everything will do, but for daily performance tracking? The basics nail.

KPI dashboard examples

1. Marketing campaign performance dashboard
2. DASHboard of Lead generation
3. E -mail and content marketing -Dashboard
4. Website Analytics Dashboard
5. The Dashboard of Executive Marketing Overview

There is no one with a KPI dashboard, and that’s the point. A dashboard should be built up to the specific goals, channels and work processes that are supposed to support it. Regardless of whether you report on the campaign performance or try to give the leadership a top-line perspective, the best dashboards are those who fulfill their purpose without over complication.

Here are some examples that I have seen (or built) that work very well in a marketing context.

1. The dashboard of the marketing campaign performance

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As a marketer, this is the dashboard that I check most frequently, especially if I carry out campaigns over several channels. Here I follow important performance indicators such as:

• Cost per lead (CPL).
• Return -on -AD editions (Roas).
• Conversion rate.
• Click rate (CTR).
• Spend against budget pace.

I like to structure it to channel (Google ads, Meta, LinkedIn, etc.) so that I can see which platforms your weight. I will also insert visuals such as bar diagrams to compare the performance across campaigns, and line graphics to identify trends over time.

What I like: This dashboard helps me to make quick decisions in the campaign, for example when the budget is shifted from one channel to another or the sub -performance of creative people should pause. It is my point of contact for real-time marketing visibility.

2. The dashboard of the lead generation

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In this case, it is about how well your marketing efforts become qualified leads. I used it the most when we were laser-oriented on top-of-funnel growth, be it due to paid campaigns, SEO or lead magnets.

Here is what I usually include:

• Leads by source (organic, paid, transfer, etc.).
• MQL volume.
• Conversion rates from Landing Pages.
• Cost per acquisition (CPA).
• Completion rate of the form input.

I like to keep this dashboard simple and visually, with a clear division between lead sources and performance over time. Bonus points If you include trend lines, the lead drop-offs at an early stage-help you to fix problems before inheriting your pipeline.

What I like: This type of dashboard offers me a clean, high -ranking overview of how effectively we grow our audience and feed the funnel. It is also a helpful way to show stakeholders where leads really from (and what is below average).

3. E -Mail and Content Marketing -Dashboard

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This is for the content nerves (I myself included). I use it to follow how blog posts, newsletter and lead-nurturing emails are executed-especially if we carry out a content strategy with a full funnel.

Key key indicators to follow:

• Open email and click rates (CTR).
• Submission and bounce rates.
• Blog traffic to Source.
• Top performance content through commitment or conversions.
• Leads or registrations that are attributed to content parts.

I usually create this dashboard in two parts: one for the e -mail performance and one for blog/content knowledge. It is helpful to recognize what is resonance and just as important what falls flat.

What I like: This dashboard combines the points between the content and the results that he drives. It is also a great instrument to achieve more content investments if you can show clear buoyancy in leads, engagement or conversions.

4. Website Analytics Dashboard

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This dashboard is about understanding how people interact with their website and recognize opportunities to improve experience. I support the most when we try to optimize traffic growth, reduce the bounce rates or to improve the conversion paths.

Here is what I usually include:

• Total sessions and users.
• Traffic through source or campaign.
• Bick off and average session.
• Top Landing Pages.
• Target finishes or conversion events.

You can draw most of it from GA4 or Looker Studio. I would like to visualize it by grouping traffic trends on the top, followed by a behavior flow and performance to the side. It gives you a clear feeling of what works and what is not at a glance.

What I like: This dashboard gives me the full picture of how our content, SEO and campaigns end up on the website. It is the first place where I check when traffic suddenly falls (or fall).

5. Executive Marketing Overview Dashboard

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This is the dashboard that I use if the tour wishes a clear snapshot for supporting the business goals for the support of marketing. It was built for CMOS, CEOs or board members-not for daily surgeries.

The most important metrics usually include:

• Influence of marketing statements or pipeline.
• MQL to the SQL conversion rate.
• Provide the budget vs. pace.
• Campaign Roi.
• Traffic and lead trends on a high level.

The goal is simplicity and clarity. I don’t exaggerate the graphic, just a few key diagrams that indicate where things are going. It is the type of dashboard that should answer in 60 seconds or less large questions.

What I like: This dashboard gives the interest groups the visibility they need without losing them in the weed. And for me it is a great mandatory function to distill the effects of marketing on the KPIs that are most important.

KPI Dashboard Excel templates

I know that Excel may sound a bit old school or how 14 nested formulas and a few tears will need to work. But to be honest, the most difficult is usually only to format the thing. As soon as this has been done, Excel can be surprisingly powerful, especially if you only need a quick, light dashboard without spinning an entire BI tool.

Templates come into play here. You remove the most frustrating part of the first climb (layout, formulas, visual structure) and you can concentrate on adapting what is actually important – your data.

Here are a few Excel templates that I recommend.

1. Lifting spot

Clean, customizable and a great starting point when you follow leads, income or campaign performance. It’s simple, but super effective.

Drift Kings Media’s Excel templates also integrate into Google Drive and PowerPoint, so that you can easily track these important metrics in the program, which is best suited for you and your team.

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2. Smartsheet

Smartsheet has Excel templates for a variety of marketing dashboards -from broad templates for the pursuit of large KPIs to more specific templates for social media marketing.

Great if you want something that looks a bit more polished or requires templates for several departments. Also download for free!

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3. Eloquens

Eloquens curated templates of various creators, which means that they find a wide range of styles, from ultra-Basic frameworks to beautifully designed dashboards from Executive.

These are particularly helpful if you have to present data to the stakeholders and want something more sophisticated than lines and columns.

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Regardless of whether you build a model, a quick -turn report or a unique snapshot for a spreadsheet stakeholder, templates like this help you to skip the formatting struggle and get directly to the findings.

You have created a marketing kpi dashboard. What now?

When I built my first real dashboard, I remember that I thought: “Cool, done!” And then not to touch again until something went wrong. A few weeks later, one of our campaigns hit below average and I realized that I was sitting over the time in this dashboard – I just didn’t use it.

Take it from me to build the dashboard is only half of the job. The real value comes when it becomes part of the work. Not a static report, but to something she checked to visit again, to which you rely on again and react to it.

Nowadays I check my KPI dashboards as well as I check my ringers – first in the morning and probably more often than me. Maybe I’m addicted, but hey, at least I have the live data to secure it.

So when you have just completed your KPI dashboard, congratulations! But now the real fun begins.

Note from the publisher: This post was originally published in September 2019 and updated for completeness.