Why are dashboards important? 

Data is essential for any high-performance marketing team. With an infinite number of ways to reach customers, marketing budgets end up scattered across a large number of platforms, and subsequently, the data gets scattered too.

Marketing dashboards are crucial for centralizing all this data, so you can easily monitor and generate business insights. By providing an overview of the most important metrics, they allow data-driven decision-making and give adaptability to the whole marketing organization.

Naturally, if a marketing configuration is made up of several moving parts it will require a robust solution that reliably connects all your platforms, regardless of whether it’s an advertising platform, a website, backend system, or CRM solution. In the past, marketers relied on specialized teams to collect, clean, and aggregate the data, but that is not good enough if you want to be able to adapt to changes and be in control.

Digital Marketing Dashboard & Metrics

The first thing to ask when building a dashboard is what matters most. That is, what metrics are really going to move your business forward. This varies from business to business, but if you are running an eCommerce business, the key metrics might look something like this:

Conversion metrics

  • Conversions (add to cart, website purchases)

  • Newsletter subscription

  • Clicks

  • CPC - Are we seeing any change

  • Spend

  • Website conversion rate - actual and budget

  • Email open and click-through rate

  • Conversion rate to deal by channel

Lagging metrics

  • Sales by channel

  • Deal volume by channel

  • Returns by channels

  • Repeat buy rate

Overview

  • Traffic split - Are we growing our organic traffic, how is it looking

  • Spend on target markets

  • Sales on target markets

  • ROI on target markets

Remember: It is always good to set a budget and target for the KPIs you want to measure. Depending on the outcome, these metrics can provide guidance on your strategy going forward.

Digital marketing dashboard template

dashboard-template

Link to this dashboard template

B2B Marketing Dashboard & Metrics

B2B Marketing is fundamentally different from a highly transactional business, like eCommerce. It often will have longer sales periods and the conversion might take several touchpoints. As a result, a B2B dashboard will involve different metrics. Often the main challenge is to tie marketing and sales data together, creating a holistic view to understand how marketing impacts sales. Some companies that fall into this space are consultants, professional services, and SaaS companies. When done right, these metrics give you guidance on which buttons to push for higher growth and revenue.

Leading metrics by channel/source

  • Conversions (signups, meetings)

  • Sales qualified leads

  • Clicks

  • CPC - Are we seeing any change

Conversion metrics

  • Website conversion rate - actual and budget

  • Email open and click-through rate

  • Conversion rate to deal by channel

Lagging metrics

  • Revenue by channel

  • Deal numbers by channel

  • Days to won by channel

Overview

  • Traffic split - Are we growing our organic traffic, how is it looking

  • Spend on target markets

  • Sales on target markets

  • ROI on target markets

B2B marketing dashboard template

b2b-marketing 
 Link to this dashboard template.
 

The Benefits of Using Funnel to Populate your Dashboards

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Data from over 500 platforms

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Scheduled data imports

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No maintenance needed

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User-friendly data preparation tools

Data You Can Rely On v2-3

No coding required

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Data always up to date

 

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