Marketing Dashboard: 25 Best Templates for 2025

A well-designed marketing dashboard is crucial for effective analytics—it turns complex data into clear insights your team can use. But many dashboards end up overly complex, understood only by their creators, so they’re shelved and forgotten.

This guide showcases 25 user-friendly marketing dashboard examples and templates that streamline setup and promote insights discovery without wasted effort. 

For your convenience, we grouped them into five broader categories. Explore all of them one by one, or jump right to the one that’s the most relevant to you. 

• General view marketing reporting dashboards
• Marketing dashboards by channels
• Marketing dashboards by tactics
• Web analytics dashboards
• Advertising dashboards
• Marketing dashboards by business type
• eCommerce dashboards

What is a marketing dashboard?

Unlike static reports or siloed platform views, marketing dashboards aggregate data from multiple sources, for example, Google Ads, Meta, HubSpot, and Salesforce, into a standardized, customizable format. 

Why use a marketing dashboard?

Marketing dashboards give teams visibility into what’s working, what’s not, and where to act without digging through multiple platforms. 

This, in turn, leads to:

• Time efficiency: Automated dashboards reduce manual data processing and spreadsheet consolidation, often cutting reporting time by 80%. What once took hours in Excel can now be delivered in minutes
• Cross-team alignment: When sales, marketing, and leadership teams reference the same real-time metrics, strategy becomes more coordinated and decisions more defensible.
• Performance monitoring at scale: Dashboards bring campaign data from dozens of platforms into one interface, making it possible to monitor spend, pacing, and results across geographies, business units, or media channels without losing visibility.
• Faster optimization: Early signals like rising CPLs or sudden traffic drops are surfaced automatically, allowing teams to adjust creative, shift budget, or investigate anomalies without delay.
• Data consistency: With standardized KPIs and taxonomy enforcement built into the dashboard logic, reports stay consistent regardless of who builds them or what platforms the data comes from, reducing discrepancies and rework.

What makes a good marketing dashboard?

A good marketing dashboard provides a reliable, actionable view of performance that supports both day-to-day execution and long-term planning. It must surface the right metrics at the right level of granularity, without adding noise or requiring manual upkeep.

Key attributes of an effective marketing dashboard include:

• Unified, cross-channel data: A good dashboard brings together data from advertising platforms, CRM systems, analytics tools, and offline sources into a single, centralized view. This allows for true cross-channel comparisons.
• Real-time visibility: Updates data frequently enough to support daily campaign decisions, including budget pacing, lead volume monitoring, and goal tracking.
• ‍Role-based views: Provides tailored dashboards by function. Performance marketers may need channel-level CPLs and conversion rates, while executives prioritize revenue contribution, ROI, and forecast gaps. This ensures each stakeholder sees what matters without being overloaded.
• Built-in quality controls: A good marketing dashboard includes automated checks for data freshness, broken connectors, naming convention errors, or metric outliers. This helps maintain trust in the data and reduces the risk of presenting inaccurate numbers to stakeholders.

Ultimately, a good dashboard is one that marketing, ops, and leadership teams can trust to answer critical questions without delay, confusion, or additional manual work.

Tool suggestion

Improvado automates data aggregation, cleaning, and harmonization from all your marketing platforms, online, offline, or custom, and loads it to a BI solution of your choice. Improvado's advanced transformation framework eliminates inconsistencies and errors, providing a single source of truth for accurate dashboards.

Business dashboard examples

#1 Marketing performance dashboard

A marketing performance dashboard provides a centralized view of campaign performance across all channels. It consolidates metrics from platforms like Google Ads, Meta Ads, The Trade Desk, and others, delivering insights into overall marketing effectiveness and ROI.

Key metrics marketing performance dashboard includes:

• CTR and conversion rates: Track engagement and the efficiency of campaigns.
• ROAS and cost-per-lead: Evaluate the profitability of campaigns and customer acquisition efforts.
• Channel and campaign segmentation: Understand performance at a granular level by breaking down data by channel, geography, or audience.
• Engagement and acquisition trends: Analyze shifts in customer behavior and long-term campaign impact.

This type of dashboard is particularly useful for budget allocation and performance optimization. It helps pinpoint high-performing campaigns to scale while identifying inefficiencies that need attention. With a comprehensive view of marketing activities, teams can evaluate the success of strategies, ensure alignment with goals, and maintain focus on measurable outcomes.

#2 CMO dashboard

A CMO dashboard provides a high-level view of marketing's impact on business outcomes, addressing critical pain points like proving ROI, optimizing budgets, and aligning marketing efforts with revenue goals.

It integrates data from marketing, sales, and customer success systems to deliver actionable insights in real time.

Key metrics to include

• Revenue metrics: Marketing-attributed revenue, customer lifetime value (CLV), and net revenue retention (NRR).
• Efficiency metrics: Customer acquisition cost (CAC), return on ad spend (ROAS), and marketing spend as a percentage of revenue.
• Pipeline metrics: Marketing-attributed pipeline, lead-to-opportunity conversion rate, and opportunity-to-close rate.
• Channel performance: Campaign ROI, channel contribution, and cross-channel attribution insights.

This dashboard equips CMOs with the insights needed to evaluate marketing's impact on growth, identify inefficiencies, and prioritize high-value opportunities. By tying marketing performance directly to revenue and business outcomes, it supports strategic decision-making and resource optimization.

Leverage an AI-powered marketing intelligence and analytics platform to track and forecast your business outcomes precisely →

#3 Marketing attribution dashboard

A marketing attribution dashboard helps you measure the effectiveness of your efforts by visualizing the impact of various activities on the entire sales process, stage by stage. It clearly shows how different channels and touchpoints influence customer behavior and drive conversions.

This dashboard allows you to:

• Analyze the customer journey from initial touchpoints to final purchase.
• Identify which communication channels contribute most to success.
• Optimize strategies by understanding the value of each interaction.

By capturing the meaningful moments in your customers’ interactions with your brand, a marketing attribution dashboard provides actionable insights to refine your approach and maximize ROI.

#4 Marketing KPI dashboard

A marketing KPI dashboard is one of the most comprehensive tools for tracking and analyzing business performance. Modern solutions allow users to customize these dashboards to fit their needs, ensuring they focus on the metrics that matter most to their goals.

Key metrics commonly tracked include:

• Cost Per Acquisition (CPA): Measure how much it costs to acquire a customer.
• Cost Per Lead (CPL): Evaluate the cost of generating a new lead.
• Average Order Value (AOV): Track the average revenue generated per order.
• CRM metrics: Monitor customer relationship management performance.
• Sales Targets & Growth: Measure progress toward revenue goals and growth trends.

You can select or create one tailored to your unique requirements by comparing different marketing KPI dashboard examples. A well-designed dashboard keeps you informed about your company’s progress, enabling you to identify trends, optimize strategies, and make data-driven decisions.

Marketing dashboards by channels

#5 SEO analytics dashboard

An SEO dashboard is a centralized hub for tracking and analyzing your website's search engine performance. It provides a clear overview of essential SEO metrics, helping SEO specialists and content marketers collaborate to boost page rankings and domain authority.

Key metrics tracked include:

• Sessions
• Unique visits
• Pages per session
• Average session duration
• Keyword rankings
• Backlinks per page
• Website traffic growth dynamics

This dashboard simplifies identifying areas for website optimization, tracking keyword performance, and monitoring month-over-month changes. By focusing on these insights, marketers can fine-tune strategies to improve visibility and drive organic growth.

#6 Social media dashboard

A social media dashboard focuses on tracking performance across platforms, highlighting paid and organic efforts. It’s designed to provide insights into how your audience interacts with your content, whether through ads or organic posts. 

By monitoring trends in real time, such as engagement spikes or follower growth, you can refine campaigns, optimize posting schedules, and allocate budgets effectively for measurable results.

Key organic metrics include:

• Reach
• Engagement (likes, comments, shares)
• Follower growth
• Post-performance (e.g., views, reactions)

Key paid metrics include:

• Impressions
• Clicks
• Cost per thousand impressions (CPM)
• Click-through rate (CTR)
• Cost per click (CPC)

This social media dashboard enables in-depth analysis across channels and campaigns down to the level of an individual post or a banner, ensuring every aspect of their social strategy is optimized. Thanks to this, you can fully understand the impact of your social media efforts.

#7 Email marketing dashboard

An email marketing dashboard is essential for tracking the performance of your nurturing, drip, and regular email campaigns. It provides insights into what resonates with your audience, identifies optimal send times, and automates analytics across numerous campaigns.

Key metrics to track include:

• Email Open Rate: Measure how many recipients open your emails.
• Conversion Rate: Assess the percentage of recipients taking the desired action.
• Revenue Generated: Track sales directly attributed to email campaigns.
• Email List Subscribers: Monitor growth and engagement.
• Bounce and Unsubscribe Rates: Identify issues affecting deliverability and retention.
• URL Sessions: Measure website traffic generated by email links.

When paired with a robust attribution model, this dashboard reveals how emails influence revenue, helping you refine messaging for direct sales or brand awareness. Connecting data from marketing, sales, and revenue streams supports the creation of highly targeted, results-driven campaigns.

#8 YouTube Live dashboard

The video content is booming, and the YouTube Live Dashboard is a powerful tool for video creators to understand their audience, refine strategies, and respond to viewer demands in real time. Customizable dashboards allow creators to display the data most relevant to their goals, offering insights that help shape a successful YouTube strategy.

Key metrics displayed include:

• Watch Time: Monitor the total time viewers spend on your content.
• Audience Retention: Track how long viewers stay engaged.
• Playback Locations: Identify where users are watching (e.g., embedded, direct links).
• Traffic Sources and Devices: Understand how viewers find your content and which devices they use.
• Demographics: Analyze audience age, gender, and nationality.
• Ads Performance: Measure views, clicks, and engagement on your ads.
• Channel Popularity: Track subscription growth and channel reach.

Using these insights, creators can target their audience more effectively, adjust content to match user preferences, and optimize their strategy for better engagement and performance.

Marketing dashboards by tactics

#9 Content marketing dashboard

Content teams often focus heavily on production but struggle to measure the true impact of their efforts. A content marketing dashboard is a game-changer because it provides a clear view of how content performs on Google and its contribution to the company’s bottom line. 

Metrics to track include:

• Impressions: Frequency of your content appearing in search results.
• Referral Traffic: Visitors driven by external links.
• Organic Traffic: Search engine-driven visitors.
• Revenue: Revenue directly attributed to content.
• Page Views: Total views of your content.
• Time on Page: Average duration visitors spend on your content.
• Pages per Session: Depth of user engagement on your site.
• Virality: Shares and engagement across platforms.
• Bounce Rate: Pages where visitors leave without further interaction.

This dashboard integrates SEO analytics and keyword analysis to show which content drives results and which needs optimization. Proper attribution—powered by tools like Improvado—connects content performance to revenue, allowing teams to focus on high-impact strategies and showcase their ROI.

#10 Account-Based Marketing dashboard

Account-Based Marketing (ABM) focuses on targeting specific high-value accounts rather than casting a wide net. This approach uses multiple channels like email, social media, paid ads, direct mail, and events. To keep everything on track, an ABM dashboard helps monitor performance and engagement across all channels in one place.

An ABM dashboard provides critical insights into:

• Account Penetration: Evaluate the depth of reach within target accounts.
• Marketing Influence: Measure the impact of campaigns on account engagement.
• Account Engagement: Track interactions across channels like emails, ads, and events.
• Customer Retention: Monitor the success of retaining key accounts.
• Deal-to-Close Time: Assess how quickly deals are moving through the pipeline.
• Net-New Revenue: Track revenue contributions from new accounts.
• Marketing-Qualified Accounts (MQAs): Identify accounts primed for outreach.
• Percent of Deals Closed: Analyze the efficiency of your efforts across accounts.

By consolidating data from these diverse channels, an ABM dashboard offers a unified view of performance. It enables marketers and sales teams to design personalized buying experiences and optimize campaigns.

#11 Lead generation dashboard

Measuring the efficiency of the lead generation process can be challenging due to the variety of channels—organic, paid, referral, and direct traffic—contributing to it. A lead generation dashboard simplifies this by consolidating real-time data from multiple sources, providing a clear view of your lead funnel.

Key data types to analyze:

• Website User Retention: Understand how long visitors stay engaged.
• Types of Leads in Nurture Campaigns: Assess the quality and readiness of your prospects.
• Conversions Across Paid Ads: Evaluate the effectiveness of your advertising efforts.
• Inbound Calls: Track leads generated from direct outreach.

Essential metrics to track:

• Conversion Rates by Funnel Stage: Identify where leads drop off.
• Leads by Source: Determine which channels drive the most promising leads.
• Total Lead Value: Measure the potential revenue of your leads.
• Free Trials/Demo Requests: Monitor interest levels in your offerings.
• Cost Per Conversion: Optimize your spending to acquire leads efficiently.
• Return on Investment (ROI): Ensure your lead generation efforts deliver value.

With a lead generation dashboard, pinpointing the most effective channels and identifying bottlenecks in your funnel becomes easier. You can track performance, prioritize actions, and refine strategies to convert more leads into customers.

#12 A/B test dashboard 

A/B testing helps marketers, developers, and designers determine which version of a creative, webpage, or app feature performs better. A well-designed A/B test dashboard presents results for both versions on a single page. This clear, side-by-side comparison eliminates bias and enables objective evaluation of which solution works best for your project.

Standard metrics displayed on an A/B test dashboard:

• Total Conversions: Measure the number of successful outcomes for each version.
• Conversion Rate: Compare the percentage of users completing the desired action.
• Entrances: Track how many users started interacting with each version.
• Views: See how often each version was displayed to users.

Web analytics dashboards

#13 Digital marketing dashboard

A digital marketing dashboard tracks the performance of your online marketing activities, offering real-time insights into campaigns across channels. This allows you to make informed decisions about budget allocation and strategy adjustments.

Key metrics to track include:

• Social media performance
• Ad campaigns
• Email marketing
• Website analytics
• Lead generation

A well-designed digital marketing dashboard highlights progress toward goals while providing a detailed view of lead generation and web analytics data.

The digital marketing dashboard example above also includes demographic and geographic insights so marketers can better understand and engage their target audience.

#14 Web analytics dashboard

A web analytics dashboard tracks website performance and provides high-level overviews and detailed insights into how your site supports marketing objectives. It helps you evaluate performance across various timeframes and identify areas for improvement.

Key metrics tracked include:

• Online conversions
• Pageviews
• Visitors (unique and recurring)
• Bounce rate
• Goal conversion rates
• Pages per session
• Referral traffic

Web analytics dashboards are versatile and can be tailored to various contexts mentioned in this post, such as eCommerce, user experience, SEO, social media, and digital marketing. Each use case offers unique insights into website performance to drive targeted improvements.

#15 Analytics dashboard 

An analytics dashboard is a powerful tool for assessing and tracking a website’s performance. Webmasters, e-commerce managers, and digital marketers rely on it to ensure their site supports business goals effectively.

Key metrics tracked include:

• Traffic volume and sources
• Bounce rate
• Session length
• User activity across pages

With a proper analytics dashboard, you can identify and resolve user experience issues, spot opportunities to increase traffic with targeted marketing campaigns, pinpoint website weaknesses, and address them to improve performance.

#16 Online marketing dashboard

An online marketing dashboard provides a high-level overview of key marketing channels, helping marketers track and optimize performance across diverse platforms. Channels typically featured in this dashboard include:

• Email marketing
• Social media
• Digital advertising
• Inbound lead generation
• Website performance
• Revenue generation

A critical metric tracked is lead conversion rates, which reveal how website visitors move through the funnel, from initial interest to leads and ultimately to customers. This dashboard enables you to measure these metrics and visualize how each channel contributes to driving prospects through the funnel.Integration with tools like marketing CRMs further enhances the dashboard, as this centralizes data for a more transparent, actionable view of performance.

#17 Google Analytics dashboard

Google Analytics is a widely used marketing analytics dashboard for evaluating website performance. It offers insights to improve user experience and boost conversions by tracking demographics, traffic volume, and traffic sources.While the Google Analytics dashboard is intuitive and provides essential data, it primarily offers a basic view of website performance. For a more complete and actionable perspective, advanced marketing dashboards can combine Google Analytics data with information from other platforms.By aggregating data from multiple sources, these dashboards give users a 360-degree view of their business performance, enabling better decision-making and more effective campaign tracking.

Advertising dashboards

#18 Marketing data quality dashboard

A marketing data quality dashboard provides a real-time overview of the health and consistency of your marketing data, ensuring it’s reliable for analysis and doesn’t cause any ad spend wastage. 

The dashboard monitors critical aspects such as UTM parameters, naming conventions, taxonomy alignment, and data completeness, helping identify gaps and inconsistencies before they impact performance metrics or ROI calculations.

By tracking data quality at its source, this dashboard highlights errors that could skew analytics, such as misaligned UTMs leading to inaccurate channel attribution or inconsistent taxonomy affecting campaign performance comparisons. These insights ensure that downstream analytics, such as performance dashboards or attribution models, are built on a foundation of clean, accurate data.

#19 Google Ads dashboard

This dashboard is essential for tracking campaign ROI and analyzing Google Ads performance. While Google Ads provides some built-in templates for reporting, a custom dashboard allows you to go beyond basic metrics as well as see how they fit the broader picture of your integrated marketing strategy and advertising efforts. 

Key metrics to track include:

• Keyword rankings
• Cost per click (CPC)
• Click-through rate (CTR)
• Impressions
• Audience targeting performance
• Bidding strategies

These insights help refine your PPC strategy, ensuring your focus remains on the most effective keywords and topics. 

Several tools can help you create a Google Ads marketing campaign dashboard. For example, Looker Studio offers ready-made reports and templates to get you started quickly.

#20 PPC dashboard

A PPC dashboard provides a comprehensive, real-time view of your pay-per-click advertising performance across platforms like Google Ads, Microsoft Ads, Meta Ads, Amazon Ads, and LinkedIn Ads. It consolidates data from multiple sources, offering insights into how campaigns, ad groups, and keywords contribute to ROI and overall marketing strategy.

Key metrics to include

• Search-Specific Metrics: Impression share, quality score, search term performance, and top-of-page rate to analyze visibility and competitiveness.
• Performance Metrics: Click-through rate (CTR), conversion rates, and cost-per-click (CPC) to measure engagement and efficiency.
• Financial Metrics: Return on ad spend (ROAS), cost-per-acquisition (CPA), total ad spend, and revenue attribution by channel, keyword, or device.
• Audience and Geography Insights: Performance segmented by demographics, geographies, devices, and time of day to refine targeting.

By integrating data from various ad platforms and analyzing detailed metrics, a PPC dashboard enables marketers to track campaign profitability, identify inefficiencies, and optimize budget allocation. It provides the granular insights needed to scale campaigns effectively while ensuring alignment with business objectives.

#21 TikTok Ads dashboard

Social reporting tools are a key part of any marketing dashboard guide, and while TikTok offers built-in analytics, these tools often lack flexibility and customization. Custom TikTok analytics dashboards can provide deeper insights and tailor reporting to your specific needs.

These dashboards track key performance metrics such as:

• Ad Spend: Monitor your campaign budget.
• Cost Per Click (CPC): Evaluate the cost of user engagement.
• Cost Per Acquisition (CPA): Measure the efficiency of conversions.
• Impressions: See how often your content is displayed.
• Reach: Assess the total audience exposed to your content.
• CPM (Cost Per Thousand Impressions): Track the cost of reaching 1,000 users.
• Ad Video Views: Understand video engagement levels.

While these metrics overlap with TikTok’s native tools, external dashboards offer the advantage of customization and flexibility. Additionally, with platforms like Improvado, you can integrate TikTok Ads data with metrics from other platforms, providing a unified, cross-channel view of your marketing performance.

Marketing dashboards by business type

#22 Marketing agency dashboard

A dashboard for marketing agencies need to offer a comprehensive, bird’s-eye view of your agency’s performance. It consolidates all client performance data in one place, eliminating the need to switch between platforms and accounts.

This dashboard transforms analytics into a competitive advantage, enabling your agency to:

• Monitor and compare client performance seamlessly.
• Identify benchmarks that highlight client success.
• Use data-driven insights to enhance your sales pitches and win new business.

With this marketing data 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.

Ecommerce marketing dashboards

#23 Ecommerce dashboard

An ecommerce dashboard offers a centralized view of your store’s performance, combining sales, customer behavior, and marketing data into actionable insights. 

Key metrics it includes

• Revenue insights: Break down revenue by product, channel, and geography to identify high-performing categories and areas for growth. Monitor average order value (AOV), lifetime value (LTV), and profit margins to assess financial health.
• Customer journey analysis: Track metrics like cart abandonment rates, checkout drop-offs, and repeat purchase behavio.
• Campaign performance: Analyze ROAS, customer acquisition cost (CAC), and cross-channel attribution to measure the efficiency of marketing efforts and allocate budgets effectively.
• Product performance: Evaluate top-selling SKUs, stock turnover rates, and sell-through rates to inform inventory planning and promotional strategies.
• Website metrics: Measure conversion rates by landing page, session duration, and bounce rates to optimize the on-site experience and improve the path to purchase.

This dashboard is tailored to ecommerce brands, offering deep insights into revenue drivers, product performance, and marketing effectiveness. 

#24 Amazon dashboard

The Amazon Marketing Dashboard provides insights into online sales by analyzing organic and paid traffic conversions. It allows marketers to monitor performance, identify growth opportunities, and adjust campaigns.

Key metrics displayed include:

• Total product sales
• Sales from organic traffic
• Sales from paid traffic
• Year-over-year (YoY) growth of organic and paid traffic conversions
• Total sessions on product listings

These metrics help track sales growth, uncover opportunities at key touchpoints, and identify areas needing attention. Month-over-month comparisons enable quick responses to sales declines so that campaigns remain optimized for success.

#25 Shopify dashboard 

A Shopify analytics dashboard is a must-have tool for e-commerce businesses operating on the Shopify platform. It provides actionable insights into your online store’s performance, enabling smart decisions and streamlined operations.

A well-designed Shopify dashboard offers the following benefits:

• Informed decision-making: Gain insights to optimize sales, marketing campaigns, and inventory management.
• Improved collaboration: Share data easily with stakeholders and third parties.
• Unified data view: Consolidate information from multiple sources in one place.

This dashboard helps you plan sales and marketing campaigns, address website issues, set competitive prices, and manage inventory efficiently. Customizable dashboards tailored to your business needs ensure you’re always on top of your e-commerce performance.

Why use marketing dashboards at all?

Marketing dashboards make managing data from multiple campaigns and platforms a breeze. While the most obvious perk is “one place for data instead of 25,” there’s a lot more to love about using dashboards:

→ All your data in one spot: No more platform-hopping or patching together reports. Dashboards pull everything into one view, so you can easily see what’s happening without the hassle. 

→ Real-time updates: Say goodbye to manual refreshes and outdated numbers. Dashboards update automatically, keeping your data fresh and ready when you need it.

→ Keeping Sales and Marketing aligned: Dashboards bridge the gap between Sales and Marketing by showing:

• Where leads are coming from;
• How they’re moving through the funnel;
• What’s working (and what’s not) to keep everyone on the same page;
• Even what to include in their next sales decks.

→ Clear, consistent reporting: Dashboards clean up messy UTMs, mismatched metrics, and scattered data. Everything is standardized, making it simple to understand and share insights with your team.

→ Saving your time: Reporting automation means less time wrangling data and more time focusing on strategy, optimizing campaigns, and driving results.

In short, marketing dashboards help you work smarter, not harder, giving you the insights you need to make faster, better decisions.

How to create a marketing dashboard

Creating a digital marketing dashboard can be done in several ways, depending on your objectives, resources, and tools at hand. Here’s an overview of the most common approaches to help you decide which is best for your business.

1. DIY dashboards with Business Intelligence (BI) tools

DIY dashboards with BI tools like Tableau, Power BI, or Looker are ideal for companies with in-house data teams and well-structured data pipelines. This approach suits organizations that need highly customized dashboards tailored to specific business requirements.

How it’s done

1. Data integration: Teams connect BI tools to data sources, such as CRMs, ad platforms, and databases.
2. Data transformation: Data is cleaned, harmonized, and prepped for analysis within the BI platform or external ETL tools.
3. Dashboard design: Analysts create custom visualizations to display metrics aligned with company goals.

2. Using Excel or Google Sheets

Excel or Google Sheets are suitable for smaller teams or companies with limited budgets and simpler reporting needs. This approach works well when data sources are manageable, and custom visualization or automation is not a priority.

How it’s done

1. Data import: Manually export data from marketing platforms like Google Ads or Meta Ads and import it into Excel or Sheets.
2. Data organization: Use formulas, pivot tables, and filters to clean, aggregate, and segment data for analysis.
3. Visualization: Create charts or graphs to display key metrics and trends.

3. Using third-party pre-built marketing dashboard templates

Another option is to use third-party marketing dashboard examples, which can be found online (like the ones you can find further in this article). These templates are pre-built dashboards that can be customized to fit your needs. You can find templates for different tools, starting with marketing dashboard templates for Excel and ending with templates for Tableau.

How to use templates:

• Find the Right Template: Choose a template that matches your goals and KPIs.
• Customize: Adjust branding, metrics, and data sources.
• Update Data: Refresh manually or connect to APIs for automated updates.

4. Automating reporting with marketing analytics platforms

Automating reporting with marketing analytics platforms is ideal for teams managing large-scale campaigns across multiple channels or dealing with fragmented data sources. 

This approach works best for companies seeking real-time insights, enhanced data accuracy, and reduced manual workload, particularly for medium to enterprise-level businesses.

How it’s done on the example of Improvado

1. Data integration: Improvado connects to over 500 of marketing data sources, including Google Ads, Meta Ads, CRMs, offline, online, and any custom tools.
2. Data harmonization: The platform automates data cleaning and transformation, ensuring metrics from various sources align and are ready for analysis.
3. Custom dashboards: Improvado pushes high-quality data to any BI solution where marketers can build tailored dashboards with real-time updates. The Improvado Professional Services team can help with dashboard setup and customization.
4. Scalability: With advanced features like data blending and AI-driven mapping, the platform allows businesses to scale their analytics efforts seamlessly as campaigns grow in complexity.

Case study

We now rely fully on Improvado for multiple dashboards that we use for day-to-day marketing operations and strategy, as well as for presentations to executive leadership.

Waleed Noury

Lead Analytics Engineer at Activision

Improvado transformed our approach to marketing analytics. Its automation capabilities and AI-driven insights allowed us to focus on optimization and strategy, without the need for manual data management.

Waleed Noury

Lead Analytics Engineer

Activision

Need help building your marketing dashboards?

Improvado is a powerful marketing analytics platform designed to take the complexity out of building and maintaining marketing dashboards. By automating data integration, cleaning, and harmonization, it ensures your dashboards are always accurate, up-to-date, and ready to provide actionable insights. 

Whether you're managing multi-channel campaigns or scaling your analytics efforts, Improvado provides the tools and expertise to create dashboards that drive smarter decisions and measurable results. Get a demo with Improvado to gain full visibility over your marketing performance.

FAQ

What is a marketing dashboard, and why do I need one?

A marketing dashboard is a tool that consolidates data from multiple platforms and visualizes key metrics in one place. It helps you track campaign performance, identify trends, and make data-driven decisions without the hassle of manually gathering reports.

Can I use marketing dashboards if I have limited technical expertise?

Using and building marketing dashboards are two different things. Ideally, using dashboards should be straightforward for any team member, with clear metrics and intuitive layouts.

However, building dashboards, especially if you’re managing a diverse marketing toolkit, can require some technical skills. Platforms like Improvado simplify the process. They integrate with any number of marketing platforms, centralize your data, and present key metrics on customizable dashboards within your BI environment, saving time and effort while ensuring accuracy.

Can dashboards integrate multiple data sources?

Yes, you can integrate multiple data sources into one dashboard to streamline analytics and decision-making. For example, Improvado provides over 500 pre-built data connectors, allowing you to pull data from platforms like Google Ads, Shopify, and CRMs into a single dashboard. While its transformation framework makes it easy to combine and compare metrics across channels.

What should be included in a marketing dashboard?

A marketing dashboard should include the most relevant metrics for its intended users, organized to support fast, informed decisions. It should provide real-time data, historical comparisons, and the ability to segment and filter for granular analysis. The structure should reflect the decisions the dashboard is meant to support—not just the data available.

How do you create an effective marketing dashboard?

1. Define the audience: Identify who will use the dashboard and tailor views accordingly, for example, daily pacing for performance marketers, revenue impact for executives.
2. Align on KPIs: Standardize core metrics like ROAS, blended CAC, MQL-to-opportunity rate, or pipeline contribution across teams and business units.
3. Connect all key data sources: Integrate paid media, CRM, analytics, and marketing automation platforms to create a unified view across the funnel.
4. Normalize and transform data: Apply consistent naming conventions, attribution windows, and metric logic to ensure accuracy and comparability across platforms.
5. Segment dashboards by use case: Create distinct views for tactical monitoring, strategic planning, and executive reporting to avoid noise and misinterpretation.
6. Automate refresh and error checks: Set up scheduled data syncs and quality alerts for broken connectors, missing fields, or outlier values.

To streamline the dashboard creation, consider leveraging customizable marketing dashboard templates. 

What are the key KPIs and metrics for a marketing dashboard?

It depends on the goal, audience, and type of decision the dashboard is meant to support. For example:

• Performance dashboards should include metrics like impressions, clicks, CTR, CPL, CPA, ROAS, and conversions—broken down by channel, campaign, or audience to support daily optimization.
• Funnel dashboards track lead volume, MQL-to-SQL conversion rate, sales velocity, cost per opportunity, and marketing-influenced pipeline to measure impact across the buyer journey.
• Executive dashboards focus on high-level outcomes like revenue attribution, ROI by channel, budget utilization, and forecast vs. actual pipeline performance.
• Pacing and budget dashboards include spend-to-date, projected vs. allocated spend, burn rate, and pacing variance alerts to help teams stay on track mid-flight.

In all cases, metrics should be standardized, easy to interpret, and aligned with business objectives.

What metrics should CMOs prioritize?

CMOs should focus on metrics that directly link marketing performance to business impact. These include marketing-sourced and influenced pipeline, revenue attribution by channel, and metrics like:

• Customer acquisition cost (CAC): Total cost to acquire a customer, segmented by channel or campaign.
• Return on marketing investment (ROMI): Revenue or pipeline generated per dollar spent, often measured by channel or program.
• Customer lifetime Value (LTV): Long-term value of acquired customers, used in combination with CAC to assess efficiency.
• Budget utilization and pacing: Spend-to-date vs. plan, with forecast adjustments to prevent overspend or underspend.
• Channel ROI comparisons: Performance benchmarks across paid, owned, and earned channels to inform reallocation.

What are some examples of marketing dashboards?

Examples of marketing dashboards include performance dashboards for tracking campaign metrics like ROI and ROAS, lead generation dashboards focusing on funnel metrics such as conversion rates and cost-per-lead, and ecommerce dashboards that analyze sales, AOV, and cart abandonment. Other examples include data quality dashboards for monitoring data compliance and attribution dashboards for evaluating cross-channel performance.

How do you ensure dashboard data quality?

To ensure dashboard data quality, you need a reliable data pipeline with automated checks for sync failures, schema mismatches, and metric anomalies. Consistent naming conventions, standardized KPIs, and clear transformation logic are also critical.

Improvado offers such a solution by automating data extraction, transformation, and loading (ETL) processes, thereby minimizing manual intervention and reducing errors. Its platform includes built-in data quality monitoring that alerts users to anomalies like inconsistent UTM parameters or extraction issues before they impact reporting.