In today’s world, marketers need to have a scientific approach and an almost artistic sensibility when it comes to data. A variety of marketing dashboards help to solve this by providing easy-to-read and visually appealing views of numerous key metrics and KPIs. By tracking these metrics on a continuous basis, marketers have the ability to act on their data and improve the performance of their campaigns, website, and more.
What is a marketing dashboard?
A marketing dashboard is a data and analytics reporting tool that displays key marketing metrics and KPIs in a visual way. These dashboards are designed to offer marketers with a real-time view into how their marketing efforts are performing.
The dashboards are reports designed for monitoring data on a daily, weekly, or monthly basis, allowing you to make course corrections on your marketing efforts more quickly, sometimes even in real-time.
Types of Marketing Dashboards
Marketing Performance Dashboard
This type of marketing dashboard focuses on providing an in-depth look at the conversion funnel, displaying the funnel, as well as other related metrics, to help marketers make informed decisions regarding campaign spend allocation.
Each lead, website visit, and win is given a tangible value to allow marketers to gauge the success of campaigns. KPIs and metrics typically included on a marketing performance dashboard include return on marketing investment, goal completion rate, traffic sources, and purchase funnel.
Digital Marketing Dashboard
A digital marketing dashboard can be used to track the performance of your business’s online marketing activities. This type of dashboard lets you monitor your campaigns and other digital marketing efforts in real-time.
It’s crucial for digital marketers to track a variety of metrics across multiple channels, such as social media, advertising, email marketing, website, and lead generation. The dashboard focuses on lead generation data and displaying progress towards goals, displaying data for lead
generation metrics and web analytics metrics.
SEO Analytics Dashboard
A SEO analytics dashboard can be thought of as a one-stop destination for all of your business’s web analytics data, providing a complete look of your SEO performance from multiple perspectives through a variety of metrics.
SEO is a core activity of any marketing team and marketers use numerous SEO KPIs and metrics to measure the performance of their efforts on their website for organic search results, tracking changes month-over-month.
A SEO dashboard can help with determining website areas that need better optimization, top converting keywords, top performing pages, and much more. The goal of SEO is to drive traffic to a website or particular web page through back-linking, internal linking, and keyword tracking among other ways.
The metrics highlighted in this dashboard are obtained from analytics tools like Google Analytics and include a wide variety of insights valuable to marketers, such as number of keywords on Page 1, organic traffic vs. other traffic, page load speed, number of indexed pages, internal/external links, top landing pages, and much more.
Online Marketing Dashboard
An online marketing dashboard is designed to provide marketers with a high-level overview of important marketing channels since online marketing spans across numerous channels. The channels highlighted in this dashboard include email marketing, social media, revenue generation, inbound lead generation, digital advertising, and website performance.
Conversion rates of leads is one of the most crucial metrics tracked by this type of marketing dashboard, showing how visitors to your website convert into leads, and then eventually into conversions or customers.
eCommerce Marketing Dashboard
This type of marketing dashboard provides a central location to view important data that impacts your company’s day-to-day activities, budget, and ultimately, decision making. What is tracked on an eCommerce marketing dashboard depends on what what exactly you’re aiming to do with data.
For the day-to-day activities of your business, it’s a good idea to track a combination of web traffic, sales, and social media metrics. Traffic sources, in particular, are crucial to track on an eCommerce dashboard since brand discovery is extremely important to identify potential marketing opportunities.
The eCommerce marketing dashboard displays the metrics and KPIs marketers dealing with eCommerce sites need to track on a continuous basis. Some of the metrics you can track with this type of marketing dashboard include cost per lead, web traffic sources, return on marketing investment (ROI), sales by contact method, and goal completion rate.
Web Analytics Dashboard
A web analytics marketing dashboard tracks website performance in real-time, allowing you to track how your website is performing in regards to your marketing objectives by focusing on a high-level, but still in-depth view of your site’s performance across a number of different timeframes.
This dashboard lets you monitor website performance by tracking metrics such as online conversions, pageviews, and visitors. Web analytics can be used in several different contexts, including eCommerce, user experience, SEO, social media, and digital marketing, with each use-case bringing its own perspective to your website’s performance.
Top metrics tracked with a web analytics dashboard include bounce rate, page views, website visitors, pages viewed per sessions, referral traffic, unique and new visitors, and traffic sources among many other metrics and KPIs.
Social Media Dashboard
A social media marketing dashboard offers a view of the correlation between social performance and website performance, helping you measure the success of your various social media campaigns.
While social media marketing is one of today’s most important marketing channels, smart marketers know their social efforts should influence larger marketing objectives. Metrics and KPIs that are often tracked with this dashboard include social interactions, traffic sources, and goal completion rate.
AdWords Campaign Dashboard
The AdWords campaign marketing dashboard gives you the ability to closely track the ROI of campaigns, as well as the KPIs and metrics that influence it. Tracking return on marketing investment is crucial to any successful AdWords campaign to ensure you’re spending the appropriate cost to acquire leads.
The data tracked in an AdWords campaign dashboard can be used in your SEO strategies, so tracking these metrics alongside those tracked by a Google Analytics dashboard is a good idea. This gives you a more complete understanding of your digital marketing efforts and website performance.
Monitoring keyword ranking, as well as analysis of buyer intent and impressions, can give your a deeper understanding of which topics and keywords your SEO strategy should focus on. In general, click-through rates for organic search are stronger than traffic from ads, and more cost-effective long-term. This means that AdWords data should be used to make informed decisions concerning organic SEO efforts.
Email Marketing Dashboard
An email marketing dashboard highlights the key metrics that demonstrate the ROI and performance of your business’s email campaigns. Displaying metrics in real-time, you can continuously improve your campaigns.
Email marketing can be an effective means to reach a larger audience, but your efforts need to be focused on sharing meaningful, relevant, and engaging content. As a result, marketers have begun to take a more data-centric approach to their email marketing, tracking key metrics associated with campaigns to determine what actually resonates with their target audience.
Since this data-driven email marketing uses the data to show the effectiveness of email campaigns on reaching other key business objectives, such as new revenue, this dashboard is a combination of CRM data, web analytics, and email client data to demonstrate ROI.
CMO Marketing Dashboard
The CMO marketing dashboard offers an overview of all of your company’s marketing services, from lead generation and website performance to email marketing and social media. It’s designed to answer the important question of “how are we performing?" at a glance.
Metrics from several sources are woven together to provide a complete look at your marketing performance, allowing executives to check performance daily to make informed decisions about marketing campaigns.
Enterprise Marketing Dashboard
This type of marketing dashboard gives executives and management an instant visual representation of important enterprise metrics and KPIs. The enterprise dashboard typically lets you track and monitor the performance of your enterprise across multiple departments and industries, allowing management to be aware of any issues in real-time and to remain agile.
Agency Command Center
An agency command center dashboard provides a birds-eye, accurate view of the performance of your agency. You can roll up and track all of your client performance in a single place, with no switching between platforms and accounts required.
With this dashboard, your agency can turn analytics into a true differentiator, enabling you to acquire more business by utilizing data to uncover impressive benchmarks that can be used in your sales pitch.