With customer expectations constantly evolving, marketers are always looking to innovate and improve marketing analytics. This involves leveraging truckloads of data to inform marketing strategies and ultimately make decisions that ensure success. Marketing dashboards are one useful tool marketers use to inform decision-making and track the impact of those decisions.
Marketing dashboards are to marketers what heart rate monitors are to doctors. It pulls together all the marketing data and campaigns relevant to your business goals and displays improvement areas, thus informing your decision-making process.
This article discusses 10 marketing dashboard examples and what they track. But before we delve into that, we must define what a marketing dashboard is and what it should include.
Digital marketing campaigns produce so much data that extracting and analyzing what’s needed can get overwhelming. What’s more, the proliferation and increased pervasiveness of digital channels make matters worse. It is therefore critical, now more than ever, to separate relevant from irrelevant data. And, it is in the tracking of strictly useful data that a marketing dashboard becomes invaluable.
In a nutshell, marketing dashboards are digital consoles that enable marketing data visualization, including key performance indicators (KPIs) or any metric you want to track. This could be metrics like sales volume, revenue, or any key metric that measures the performance of your marketing strategy. In other words, a marketing dashboard compiles all relevant data from numerous data sources relative to your performance into a single snapshot. This compilation can be exported into a marketing report, which you can analyze to gain insights that can improve campaigns, brand awareness, etc.
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What Is A Marketing Dashboard?
Digital marketing campaigns produce so much data that extracting and analyzing what’s needed can get overwhelming. What’s more, the proliferation and increased pervasiveness of digital channels make matters worse. It is therefore critical, now more than ever, to separate relevant from irrelevant data. And, it is in the tracking of strictly useful data that a marketing dashboard becomes invaluable.
In a nutshell, marketing dashboards are digital consoles that enable marketing data visualization, including key performance indicators (KPIs) or any metric you want to track. This could be metrics like sales volume, revenue, or any key metric that measures the performance of your marketing strategy. In other words, a marketing dashboard compiles all relevant data from numerous data sources relative to your performance into a single snapshot. This compilation can be exported into a marketing report, which you can analyze to gain insights that can improve campaigns, brand awareness, etc.
What Should Be On A Marketing Dashboard?
Gathering data is important for the success of any marketing campaign. But what is even more critical is having actionable data. In other words, your dashboard should include key data that provides high-quality insights into the marketing activities you intend to monitor. A successful marketing dashboard finds a balance between key metrics and available data. Although different organizations may have different approaches to dashboard creation, a general rule of thumb is to feature metrics based on business goals. For example, if increasing ROI is the aim, metrics surrounding revenue growth or sales volume should be featured.What Is The Best Marketing Dashboard?
There are numerous marketing dashboard templates out there. For example, financial dashboards. However, the best depends on your marketing activities and objectives. Here are 10 examples with key marketing metrics that may be useful to your marketing strategy.Marketing Performance Dashboards
A marketing performance dashboard features all KPIs as well as the conversion funnel. This dashboard pulls together all or the relevant information from different sources into a single snapshot to enable marketers to monitor at a glance and inform marketing initiatives on improving conversions, revenue, and other vital indicators. Marketing performance dashboards also typically track key metrics like site visits, traffic sources, and the purchase funnel.Digital Marketing Dashboards
As the name implies, digital marketing dashboards allow you to track and monitor your digital channels’ marketing activities. This also enables you to target your digital marketing efforts better. A great precursor for an online marketing dashboard is identifying your target audience and data sources (where your target audience is). There are various marketing channels – including social media, advertising, email marketing, and websites – and thus, identifying those most relevant to your strategy sets you up for success. A typical digital marketing dashboard features lead generation and web analytics data.SEO Analytics Dashboards
An SEO analytics dashboard provides a detailed outlook on your SEO performance through several valuable metrics. A high SEO ranking can be a measure of authority in most markets. In this case, many marketers use a bunch of SEO KPIs and other relevant metrics to monitor their SEO online marketing efforts. Additionally, an online marketing dashboard pulls data from various SEO sources into a single view. Therefore, enabling users to monitor SEO efforts at a glance. However, it doesn’t end there; it also provides insight into what marketing areas your marketing team can focus their SEO optimization efforts. This dashboard tracks metrics, such as:- Keywords on Page 1
- Organic vs. paid traffic
- Page load speed
- Number of indexed pages
- Internal/external links
- Top landing pages
- And more!
eCommerce Marketing Dashboard
An eCommerce marketing dashboard features eCommerce-related KPIs and metrics.- Cost per lead
- Abandoned cart
- Web traffic sources
- Churn rate
- Retention
- Add to cart
- Goal completion rate
Web Analytics Dashboards
As the name implies, a web analytics dashboard features relevant website KPIs and metrics. This allows for real-time assessment of your website performance relative to your objectives. Also, this dashboard leverages Google Analytics data, and you can track website performance using metrics such as:- Online conversions
- Bounce rate
- Page views
- Website visitors
- Pages viewed per session
- Referral traffic, unique, and new visitors
- Traffic sources
- And much more!
Social Media Marketing Dashboards
This marketing dashboard compiles all social media marketing into a single view. Therefore, it allows you and your marketing team to monitor your social media efforts in one place. Due to how effective social media platforms are as marketing channels, it often influences larger marketing objectives. Some useful marketing metrics typically tracked with this dashboard include social engagements and traffic sources.Custom Social Media Dashboards
If you’re looking to track and monitor the performance of a specific social media channel, the general social media dashboard might seem too bulky. In this case, a custom dashboard for that channel could be useful. For example, this could be YouTube or Facebook Ads dashboard. The metrics and KPIs displayed on this dashboard depend on the channel you intend to monitor. For example, you can pull data from Google Analytics or Google Data Studio for Youtube Ads dashboards.Content Marketing Dashboards
This dashboard offers a snapshot where you can track and monitor all your content marketing efforts. Content marketing can be an effective approach to engaging, interacting, and getting your message across to your target audience. Typical metrics tracked with this dashboard include:- Downloads
- Reads
- Comments
- Shares
- Likes
- Sales
- Conversions
- Inbound links
- Referral traffic
