This article will help you quickly compare and evaluate the best marketing dashboards and other SEO reporting tools.
These types of tools are useful for digital marketing agencies and marketing professionals who want to take advantage of all the data at their fingertips in order to visualize progress, track performance, quickly create digital marketing reports, and more.
In this post, I’ll share with you a few of the top marketing dashboards and what they can do for you. I’ll answer some FAQs about reporting software and provide a simple comparison between the top dashboard software on the market.
Quickly Compare & Evaluate The 10 Best Marketing Dashboards
Read on to discover the best marketing reporting tools that will help you understand your customers and analyze your campaigns.
The Best Marketing Dashboards List
Here’s a shortlist of the best marketing dashboards:
Here are a few of the most common questions I come across when people ask me about using dashboard tools for marketing:
What should a marketing dashboard include?
A marketing dashboard should include a summary of your traffic sources, some social media metrics, your click-through-rates (CTR) from email campaigns, and your bounce rates. It should present these metrics in a way that helps you understand your progress towards your monthly, quarterly, or yearly goals.
What is marketing dashboard software used for?
Dashboard software helps you manage and understand data from your marketing campaigns. You can use it to track KPIs, marketing metrics, and other key data, and you can manipulate the data through visualizations and charts to understand the data at a glance.
Marketing Dashboards Comparison Criteria
What are we looking for when we select marketing dashboards for review? Here’s a summary of my evaluation criteria:
User Interface (UI): Is it clean and attractive? Marketing dashboard software need to make complex data from multiple sources easy to visualize, so a user interface that displays dashboard metrics as cleanly as possible is best.
Usability: Is it easy to learn and master? In some cases, you’ll want your business dashboards to function as a client dashboard with charts and reports that are automatically generated. It’s really important that dashboard reporting tools are easy for anyone—not just marketing analytics folks—to understand.
Features & Functionality: In marketing dashboards, I look for these essential features:
Social dashboards: pull data from social media and social media tools to track performance of social campaigns. In some cases this isn’t an out-of-the-box feature in analytics dashboards, but it can be achieved through an integration.
Automated reports: aside from report building tools and marketing report templates, the best marketing analytics tools offer auto-generated marketing reports.
Integrations: Performance dashboards need to pull data from multiple sources—the more integrations the report dashboard can support, the better.
Value for $: How appropriate is the price for the features, capabilities, and use case? Is pricing clear, transparent and flexible?
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Overviews Of The Marketing Dashboards Software
Here’s a brief description of each of the marketing dashboards that are featured on this top 10 list.
1. Power BI for Office 365 – business analytics tool from Microsoft to analyze data and collaborate on customizable, shared dashboards.
Power BI for Office 365 is a business analytics solution that includes self-service BI in the cloud, marketing collaboration, data publishing and sharing, ad hoc analysis, built-in interactive visuals, AI-powered data modeling, and more.
Being a Microsoft program, Power BI scores well for Usability in our evaluation criteria. MS tends to have a lower learning curve for the basic use of its programs, even if it’s just because of the semi-familiar UX from the hyper utilization of Excel, Word, and so on.
Power BI integrates best with other Microsoft properties like Excel and Microsoft Dynamics CRM. It also has integration opportunities with the likes of Mailchimp, Azure Analysis Services, Google Analytics, Azure SQL Database, CSV, MySQL, Oracle, Salesforce, and more.
Like most Microsoft items, the full cost of the software—especially large-scale implementation—gets expensive very quickly.
Power BI for Office 365 starts at $9.99/user/month and has a freemium version.
2. Google Data Studio – free data analytics and visualization tool from Google with interactive dashboards and report-building tools.
Google Data Studio is a dashboard reporting solution for users who want to go above and beyond what Google Analytics has to offer. Data Studios brings together information gleaned from Google Analytics, Google Ad Words, Google Sheets, etc.
Data Studios, like many Google services, is free to use. Thus, it scored an easy high mark in the Value for Dollar section of the evaluation criteria. Additionally, GDS is feature-rich and constantly updating, so you won’t feel anything lacking.
Integrations include other Google software, like AdWords, Sheets, Analytics, and so on. Google also has a marketplace of Community Connectors, which allows external app integration; for example, Adobe Analytics, Asana, Bing Ads, Facebook Ads, Hubspot, and more.
A few flexibility issues are the only cons; for example, making it easier to do different types of editing with graphs and tables. Additionally, having better in-program templates for exporting data direct to email would be nice.
Google Data Studios is free to use.
3. Whatagraph – Report builder that integrates data from numerous sources to quickly build reports from ready-made report templates.
Whatagraph is a marketing analytics and social media reporting platform that provides multi-channel reports, custom data widgets, team management, filtering options, pre-made templates, branded white label, image upload and commenting, and more.
Whatagraph scored well on Usability and UX per our evaluation criteria expectations. It’s easy to get started with and building and reading reports is intuitive and simple. The clean, modern aesthetic will appeal to many.
Integrations include Adroll, Authority Ads, Bing Ads, CallRail, Campaign Monitor, Celtra, Cvent, Emma, Facebook, Google Analytics and Ads, Instagram, YouTube, Oath (Yahoo), LinkedIn, Mailchimp, SEMrush, Twitter, Snapchat, Tubemogul, Hubspot, CSV, Excel, and more.
One con to note is that the number of connections is limited compared to some other options on this list; however, Whatagraph is great for the basics and clearly names what it’s compatible with on their Integrations page.
Whatagraph starts at $99/month and has a free 7-day trial.
4. Mixpanel – Behavioral analytics tool to analyze website site user engagement, monitor KPIs, and easily generate reports.
Mixpanel is used by the likes of Uber, Twitter, and Expedia. It is a behavioral analytics and data governance platform that sports features like easy segmentation and visualization of data, compare user flows, monitor conversion rates, and more.
This app is great at tracking granular user action. The flexibility in reporting and tracking connect you to various user indicators such as device, browser, country, campaign UTM, and so on.
Integrations include Zendesk, BRaze, Urban Airship, Segment, Marketo, Mparticle, Radar, PlotProjects, AppsFlyer, Iterable, Optimizely, HElpscout, Charito, Gainsight, Zoho, and many more. Zapier integration is also possible, opening up over 1000 more connection options.
Recently, Mixpanel went some UI updates which made some tasks harder to find or navigate; for example, they changed the layout and coloring of funnel designs, making it harder to read the data. Thus, they lost a few points in the UI category of the evaluation criteria section.
Mixpanel starts at $89/month and has a freemium version.
5. Octoboard – software to collect and use business data with real-time dashboards and automated marketing reports.
The Octoboard platform is designed to help you collect and use business data by providing white label client portals, TV dashboard templates, leaderboard building, sharing cloud data insights, Slack communication integration, and more.
Octoboard is quite easy and intuitive to use and has a relatively low entry cost associated with it. It would be a good choice for small-to-mid-sized businesses.
Integrations include Twitter, Facebook, Pinterest, YouTube, Salesforce, Google Ads and Analytics, Mailchimp, WordPress, Bing Ads, LinkedIn Ads, Hubspot CRM, Zendesk, SEO Audit, Zero, Moz, and many more.
Because reporting is such an important part of our Features and Functions evaluation criteria section, they lost a few marks due to the compare report customizations being a bit weak compared to other options on the list.
Octoboard starts at $27.91/month for 5 users, has a freemium version, and has a free 14-day trial of paid plans.
6. Datapine – business intelligence software with an intuitive user interface to help you collect and visualize data from multiple sources
Founded in 2012, Datapine is a multinational data analytics solution with ad hoc queries, drag-and-drop UI, robust filter options, full tablet support, dashboards specialized by function (marketing, finance, sales, etc.), and more.
Datapine has a stellar dashboard interface with plenty of easy-to-access features. The drag-and-drop functions make it great for non-technical users and the SQL mode gives experienced users deeper access. It has a little bit for everyone.
Integrates with Dropbox, Heroku, Google Sheets, MySQL, Oracle, Facebook, Google Analytics, PostgreSQL, Amazon Webservices, Microsoft SQL Server and Azure, Salesforce, SAP, Excel, Maria DB, and more.
Mobile iteration could be executed better. For example, visualization options to properly display a dashboard on mobile are located in the desktop app, which is strange. Thus, the Usability evaluation section was lower than some.
Datapine is $249.00/month and has a free 14-day trial.
7. Zoho Analytics – business intelligence, reporting, and analytics software to quickly build beautiful dashboards and reports
Zoho Analytics is a self-service BI and data analytics software that boasts a connection to any data source (flat files, web feeds, databases, cloud storage services, online/offline applications) and in-depth reporting and analysis tools.
The data visualizations are appealing and easy-to-read, including those displayed via mobile devices. Sharing and collaboration are made particularly easy with Zoho tools.
Integrations and connections include Salesforce, Microsoft Dynamics CRM, Hubspot, Insightly, Pipedrive, Mailchimp, Google Analytics and Ads, Bing Ads, SurveyMonkey, Survey Gizmo, Facebook, Twitter, YouTube, Shopify, Teamwork, and more.
Pulling data from Zoho programs is easy. However, if you are using data from other sources (a common practice in marketing dashboard software), the learning curve is quite high. Thus, they lost some points in the evaluation of Usability.
Zoho Analytics is $22/month and has a free 15-day trial.
8. TapClicks – marketing report tool (TapReports) and marketing performance analytics (TapAnalytics) with a clean, streamlined UI
Used by 4000+ agencies and brands, TapClicks is a unified platform for all marketing operations that included features like single-dashboard campaign information, an easy reports generator, company-wide marketing analytics visibility, and more.
Tap Analytics is particularly useful if you have custom calculations and metrics that you use to demonstrate business value. You can easily recreate whatever calculations you like to recreate these in your current analytics environment.
TapClicks boasts over 200 integrations via their Marketplace, including Google Analytics and Ads, Facebook, Yelp, Twitter, Snapchat, LinkedIn, Criteo, AppNexus, MediaMath, Adobe Marketing Cloud, Instagram, AdRoll, StackAdapt, Bing Ads, YouTube, CallRail, Mailchimp, and more.
TapClicks lost a few marks in the Features and Functions evaluation category, particularly with Automated Reports. They do generate automated reports but the data is often mangled; to make things worse, they also have an auto-send feature to send the incorrect reports to clients.
TapClicks is $25/user/month and has a free 14-day trial as well as a free demo.
9. ClicData – business intelligence platform offering data processing and management as well as data dashboards and automated reporting tools
ClicData is a business intelligence (BI) platform complete with a data warehouse, processing and management, dashboard designer and automation with over 50 widget customizations—all with over 250 data source options.
The UX is clean, colorful, and intuitive. Additionally, it is easy to get started with and there are video tutorials and webinars to deepen your understanding. This scored them favorably in the UI and Usability evaluation categories.
Integrations include QuickBooks, Zero, NetSuite, Salesforce, Hubspot, Sugar CRM, Pipedrive, Infusionsoft, Google Analytics and Ads, Airtable, Amazon Arora, Box, Bing Ads, Basecamp, Dropbox, Facebook, Microsoft Excel, Instagram, Jira, LinkedIn, Mailchimp, Oracle, Proofhub, Zendesk, and many more through a Zapier connection.
The dashboards and widgets are not as easy to edit and update as they could be. Sometimes you just have to delete the item and start over, even for minor changes.
ClicData is $71/month and has a free 15-day trial.
10. Dundas – powerful, fully featured, and highly rated dashboard, reporting, and analytics tool
Dundas is a flexible dashboard, reporting, and analytics platform that includes features like dashboards and analytics, a median/mode aggregator, heat map charts, auto-prep for Excel files, data merging, map animation, and more.
As far as our evaluation criteria, Dundas scored well for Usability, mainly because there is low tech-expertise required for creating and modifying many of the dashboard options. They also have a robust customer service response team for any issues.
With an open, flexible platform and full API support and extended scripting, Dundas BI can be easily integrated and embedded into existing systems, applications and administration. Dundas BI provides end-to-end support for the full Microsoft BI (MSBI) stack and integrates with your entire suite of Microsoft BI technologies.
Dundas could do more to better interface with other tools. Also, complex reporting isn’t quite there yet—but if you need the basics, they have it.
Dundas provides a quote upon request and has a free 25-day trial and offers a free demo.
Other Marketing Dashboards Options
Here’s a few more that didn’t make the top list. If you need additional suggestions for handy marketing dashboards, check these out.
Domo – Use Domo with your data lakes, data warehouses, ETL tools, and more.
Board – Link the insight provided by BI to your planning and control cycles.
Sisense – An API-first cloud technology with a self-service analytics platform.
Looker – A multi-cloud strategy supporting support multiple data sources.
Klipfolio – A connector for hundreds of data sources, like spreadsheets and the web.
Supermetrics – A reporting automation tool for PPC, SEO, social, and web analytics.
AgencyAnalytics – SEO, PPC, social, email, review, and call tracking dashboards.
Funnel – Marketing and advertising data with over 500 data source integrations.
What Do You Think About These Marketing Dashboards?
Have you tried out any marketing dashboards listed above? Do you use a different website dashboard tool that isn’t in the list? I’d love to hear about it below.
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