What Is a Marketing Dashboard? (With Common Examples)

By Indeed Editorial Team

Published June 1, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

One of the best ways for a business to make meaningful change is by examining important data points. A well-designed marketing dashboard makes this examination much easier because it helps a user visualize data more straightforward way. By learning how to best use dashboards, you can become better at analyzing business operations. In this article, we explain the basics of a marketing dashboard, discuss the metrics these dashboards can track, and list many of the different board types available.

What is a marketing dashboard?

A marketing dashboard is a visual reporting tool that takes incoming data from a company and turns it into more immediately useful information. For example, a dashboard may take incoming sales figures and show a user the breakdown of that information by source and time. This breakdown makes it easier for you to make important decisions based on incoming data as it minimizes the manual processing that data undergoes. Overall, it can save time, and if the dashboard is well-designed, it can produce more accurate results than those calculated manually.

Metrics typically included on a dashboard

These dashboards have a variety of options to help users visualize data, and they can show isolated and combined metrics. This information can help a business understand what decisions work and where to focus its efforts to the greatest effect. Some commonly used metrics include the following:

Website traffic

For businesses with a digital component, one of the most important metrics to watch is website traffic. Tracking web traffic helps a business understand how many people visit its website. Where visitors click on a site has an important impact on the products and services a business can sell. It also affects what messaging the site exposes to visitors. Ideally, a company wants a website that attracts significant attention and can funnel visitors to the parts where a business wants to see the most traffic.

The source of website traffic is another valuable piece of information a dashboard can provide. For example, a business can see which advertisements are most successful in turning impressions into visits. A business can also see whether its site is more popular on mobile or desktop devices. The easy access to information often makes it easier for businesses less familiar with the technology.

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Conversion rates

Another valuable metric a dashboard can examine is how well a website converts visitors into customers. Drawing in web traffic is important for most businesses, but that is only part of the sales funnel. More important is a site's ability to convince visitors to make purchases. By paying attention to its data, a business can see which sales strategies work. It can also see which of its products or services appear more attractive to customers.

Investment returns

Dashboards help track investment returns. Many people believe that putting money into a company is the best way to make a profit. While not always true, it's undeniable that spending on things such as marketing and quality assurance can help increase revenues and is often seen as an investment. It's often important for a business to track the efficacy of its investments. One of the most important metrics in determining efficacy is the return on investment. More simply, a properly run business wants to know how much profit or loss an investment provides.

A dashboard can track multiple investments and show how that investment affects other elements of the business. If it shows unusual growth, there is a good chance the investment is partially the cause. Sometimes, a quality investment may coincide with bad market conditions, making it appear like a worse investment than it is. Other times, an investment may simply not have the impact that a business hoped might occur.

Goal progression

One convenient feature many dashboards provide is the tracking of goals. For example, if a company hopes to hit a certain number of sales by the quarter's end, a dashboard can track the total sales between the quarter's start and end. Tracking this information can help a business better understand where to focus its efforts. For example, imagine a project that seems likely to conclude early. If another project is making slower progress, a company knows it can take resources from the project already performing well to help meet the other project's goal.

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Examples of marketing dashboards

Dashboards often are customizable. You can often customize your dashboard by focusing on metrics that matter most to the business, product, or role. Here are common examples of dashboards and what they can do:

Marketing performance dashboard

A marketing performance dashboard shows a high-level look at conversion, revenue, and source. It displays each lead, website visit, and purchase or sign-up to offer insight into future decision-making. Marketing performance dashboards typically include key performance indicators (KPI), traffic sources, return on investment, and goal completion rates.

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Digital marketing dashboard

A digital marketing dashboard monitors your online marketing campaigns and other digital marketing efforts. It can help to allocate any marketing budgets and determine which campaign styles have a powerful impact to run again. These dashboards may include metrics like social media engagement, advertising click rates, email read receipts, website traffic statistics, and lead generation rates.

Web analytics dashboard

A web analytics dashboard lets you track how your website is performing with real-time measurements. It can select specific times to review, like a monthly overview, or certain hours on specific days to help focus marketing efforts. These dashboards often include content such as the number of website visitors, total page views, bounce rate, session duration, secondary page clicks, and conversions.

SEO analytics dashboard

A search engine optimization (SEO) analytics dashboard gives a comprehensive look at your overall SEO performance and web analytics from different metric perspectives. SEO can include items like organic, direct, referral, paid, or affiliate traffic. You can review month-over-month or year-over-year comparisons to help determine sites that work well, ones that need more attention, or how keyword tracking and conversion are doing.

Social media dashboard

A social media dashboard looks at how well your various social media accounts perform and the correlation between them and your website traffic. These metrics show you how well your social media marketing campaigns work to generate sales. Metrics appearing on this dashboard often include page impressions, new page likes, total page likes, engaged users, and subscriber or follower totals.

Email marketing dashboard

An email dashboard focuses on the performance of email marketing campaigns and whether consumers found your content to be engaging and relevant to them. You can track data like unopened, unique opens, forwards, bounces, clicks or unsubscribed rates. This dashboard can show demographics and how users respond to an email campaign by allowing you to review the age, gender, location, and level of education of a consumer.

E-commerce marketing dashboard

An e-commerce dashboard shows a daily outlook of activities, budgets, inventory, and churn or conversion rates. You can customize this dashboard depending on what you want to do with the data, such as adding any of the following metrics to the portal:

  • Cost per lead

  • Traffic sources

  • New subscribers

  • Goal completion

  • Retention rates

  • Add to cart

  • Sales by contact method

  • Monthly recurring revenue

  • Annual recurring revenue

Online marketing dashboard

An online marketing dashboard shows the performance of all online marketing channels, including email, social media, digital advertising, affiliate marketing, and website usage. You can see the progression of how a website visit turns into a customer lead and then into a sale and a loyal customer, which can be useful for exploring the marketing advertisements or phrases that influenced a consumer decision. Other metrics commonly found on online dashboards include the following:

  • Visitor count

  • Customer acquisition cost

  • Dormancy rate

  • Engagement length

CMO marketing dashboard

A chief marketing officer (CMO) dashboard presents an overview of a company's total marketing services so executives can use the data to make informed business decisions or share information with fellow leaders. It can some of the following include metrics :

  • Revenue by source

  • Cost versus revenue

  • Costs per click

  • Conversion rates

  • Return on investment

  • Sales qualified leads

  • Marketing qualified leads

Enterprise marketing dashboard

An enterprise dashboard provides executives with enterprise-wide metrics and KPIs across departments, products, campaigns, or industries. It lets company officers see relevant day-to-day data to better prepare for upcoming milestones and meetings with a board of directors and similar parties. It also gives them content to discuss during interviews or which they can focus on based on events or performances.

Agency command dashboard

An agency command dashboard lets agencies track the total performance of their client base in one spot without having to select individual accounts or change platforms. This dashboard allows agency managers to compare client success rates, discover best practices, view milestones, or glean insights to use when addressing future client candidates to secure business. Common metrics displayed on this dashboard include the following:

  • Total impressions

  • Total reach

  • Paid impressions

  • Post engagement

  • Cumulative likes

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