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Marketing dashboards are tools for obtaining, visualizing, and working with key data that reveals product sales, customer engagement, and more. This key data often influences decision making and results in actionable insights that are incorporated into a marketing strategy. 

Marketing dashboards can be used to track a wide variety of metrics and analytics, and most are customizable so users can visualize their key metrics and Key Performance Indicators (KPIs), rather than all possible metrics, which might include ones that are irrelevant to your business. 

Marketing dashboard tools provide marketers the ability to continually track metrics and marketing analytics in real-time through data visualization, helping them to understand the impact of their marketing efforts and the overall return on investment (ROI) of their marketing tactics. 

Dashboards generally pull data from a variety of data sources, including social media, your website, campaign platforms, Excel spreadsheets, and more. This marketing data can then be exported and turned into a marketing report. Findings from the report can be used to improve campaigns, websites, overall digital presence, and more.

Marketing Dashboard Examples

There is more than one type of KPI dashboard out there. Here are some marketing dashboard examples that cover a variety of key metrics that you might require.

1. Marketing Performance Dashboard

What Is It? 

This type of dashboard shows a high-level overview of the conversion funnel and other related metrics. It assists marketers in making informed decisions about conversions, revenue, and lead generation.

What It Tracks 

It tracks metrics such as leads, site visits, and conversions through real value so marketers can gauge what constitutes a successful marketing campaign.

Marketing Performance Dashboard Screenshot
An example marketing performance dashboard, from Klipfolio.

2. Digital Marketing Dashboard

What Is It? 

This is a data dashboard that stays on top of a business’s digital and online marketing efforts, allowing marketers to make informed decisions around budgeting.

What It Tracks 

It will track campaign performance as well as other digital marketing metrics in real-time. It follows metrics that refer to social media marketing, email campaigns, AdWords (now Google Ads), campaigns, Facebook ads, website traffic, and more to help prioritize budget and show progress toward goals. 

Digital Marketing Dashboard Screenshot
An example digital marketing dashboard, from Klipfolio.
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3. SEO Analytics Dashboard

What Is It?

This type of dashboard is for measuring SEO performance through multiple metrics. This data is central to the marketing team so they can track the success of their website in organic search engine results pages. It highlights areas that need improved optimization, the best converting keywords, the leading performing pages, and more. The intent of SEO is to drive traffic to the company’s site with backlinking, internal linking, and other methods.

What It Tracks 

This dashboard tracks analytics from tools such as Google Analytics. It tracks things such as the number of keywords on the page, organic traffic versus other types of traffic, the speed of page loading, the quantity of indexed pages, number of backlinks to a page, and more.

SEO Analytics Dashboard Screenshot
An example SEO dashboard from Klipfolio.

4. Online Marketing Dashboard

What Is It? 

This dashboard provides marketers with an overview of their online marketing efforts. It pulls together data from various marketing channels, proving a high-level view with the ability to drill down by channel.

What It Tracks

It will track channels, such as email marketing, social media platforms like LinkedIn, and (pay-per-click) PPC campaigns, and their performance. It can break down tactics and campaigns by revenue generated, incoming leads generated, and website performance. 

The most important metric it has to track is conversion rate. This metric should be on all dashboards as it shows the number of people who convert to a lead or a customer once on a landing page or similar page.

Online Marketing Dashboard Screenshot
An example of an online marketing dashboard, from Klipfolio.

5. Social Media Dashboard

What Is It? 

This dashboard template tracks social media KPIs. Social media is becoming a strong traffic source but it can sometimes be difficult to track because the company website is not the initial source of interaction, meaning marketers often have to view analytics and data directly on the social media platform. 

What It Tracks

It will track social media analytics to provide marketers a solid overview of performance and engagement on social media, and whether leads are clicking through to the website. Metrics that are tracked can include likes, shares, new followers, engagement, top posts, growth, or loss.

Every social media platform can track its own information, but the dashboard pulls the info together, so it is in one place rather than on multiple sites.

Social Media Dashboard Screenshot
An example of a social media marketing dashboard. 

6. Google Analytics Dashboard

What Is It? 

Google Analytics dashboard mostly refers to the dashboard provided by Google Analytics and is widely accepted as one of the most important marketing KPI dashboards for website data. However, data from Google Analytics can be imported into other dashboards, as you’ll see in our example below.  It offers easy and fast access to KPIs for quick assessment of success, and lets marketers analyze and change tactics where needed.

What It Tracks

This one tracks significant metrics for website traffic in one place. This includes KPIs like bounce rate, session length, conversions, interactions, channel performance, source, overall traffic, and more. 

Google Analytics Dashboard Screenshot
An example of Google Analytics data pulled into a marketing dashboard. 

7. Content Marketing Dashboard

What Is It?

This type of dashboard looks at the details around content marketing and whether an organization’s content marketing efforts are successful. The data is tracked, monitored, and then assessed to provide content marketers with actionable items. Creating and adjusting content based on analytics ensures a higher ROI in terms of lead generation, so the sales team can easily take over and convert leads that are already highly qualified. 

What It Tracks

It offers consistent monitoring to ensure marketers can properly assess and adjust their content marketing tactics to ensure positive change and improvement. Metrics might include those that measure engagement with content, such as downloads, reads, comments, shares, and likes, as well as sales, conversions, inbound links, and referral traffic. 

Content Marketing Dashboard Screenshot
An example content marketing dashboard.

8. Email Marketing Dashboard

What Is It?

An email marketing dashboard should be able to provide a quick snapshot of anything pertaining to email. It can be configured with most email marketing apps and can include other apps such as Google Analytics. You should be able to tell at a glance how your email marketing efforts are performing and the level of engagement you are creating.

What It Tracks

It will track the health of an email list (i.e. the quality of the leads on your email list), engagement over a set time, bounces, unsubscriptions, new subscribers, open rates, and click-through rates. 

Email Marketing Dashboard Screenshot
An example of an email marketing dashboard.

9. Web Analytics Dashboard

What Is It? 

This dashboard looks at website performance in regards to marketing objectives in real-time. It can be applied to various time frames as well, including historical data. This allows users to analyze both real-time data and trends over time. 

What It Tracks

It will track bounce rate, page views, new visitors, returning visitors, traffic referrals, and other KPIs that will show customer interactions with the website. 

Web Analytics Dashboard Screenshot
An example web analytics dashboard.

10.  Ecommerce Marketing Dashboard

What Is It?

This type of dashboard shows the metrics and KPIs specific to an ecommerce site on an ongoing basis, so marketers can make decisions on ecommerce marketing tactics and budget. This allows marketers to adapt to new trends and keep up with the evolving ecommerce landscape. 

What It Tracks 

It can track ROI, churn rate, cost per lead, traffic source(s), cart abandonment, conversions, total revenue, and completed sales.

Ecommerce Marketing Dashboard Screenshot
An example of an ecommerce marketing dashboard, from Klipfolio.

Final Thoughts

Marketing dashboards that can track your key metrics and KPIs are crucial to keeping pace with your competitors and promoting your business or organization. They’ll assist with decision making and budget allocation, as well as seeing whether your tactics are moving the needle or not. 

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Ben Aston
By Ben Aston

I'm the Co-Founder of The Ecomm Manager. I've been in the digital industry for more than 20 years working in the UK at London’s top digital agencies including Dare, Wunderman, Lowe and DDB. I’ve delivered everything from film to CMS', games to advertising and eCRM to eCommerce sites. I’ve been fortunate enough to work across a wide range of great clients; automotive brands including Land Rover, Volkswagen and Honda; Utility brands including BT, British Gas and Exxon, FMCG brands such as Unilever, and consumer electronics brands including Sony.