This article will help you quickly evaluate and compare the best marketing dashboards and other SEO reporting tools.
Every industry, brand, and team has marketing goals. Maybe your team wants to boost social media presence, track website traffic, or focus on lead generation. Whatever your focus, you will want to leverage a real-time analytics dashboard in order to track the success or failure of various marketing activities.
77% of B2B customers do their own research before committing to speaking to a salesperson. That means you need to build out your social media marketing and organic search presence to make a good first impression. Developing solid marketing KPIs is half of the battle. The other is judging each campaign performance using a dashboard that accommodates all of your data sources.
If the marketing department focuses on conversion rate optimization, sales may increase by upward of 74%. Whatever key metrics you settle on (conversion, AdWords, PPC, search engine optimization) you will want to be aware of which business goals are producing the best results.
Using a dashboard example: something like Power BI or Google Data Studio can assist you in keeping track of what is working. It will also help you determine what MQLs are ready for the next step in the sales or advocate process.
Whether you are the CMO or part of the wider marketing team, establishing a unified source for marketing reports is crucial to the success of any campaign.
You’re probably familiar with Google Analytics and other common web analytics platforms but there are so many more marketing campaign dashboards to pick from.
In this post, I’ll share with you a few of the top marketing dashboards that can help you get insight from your data. I’ll explain what they can do for you, 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 information about your marketing efforts. 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 the marketing dashboard clean and attractive? Are the reports visually appealing, accessible, and interactive?
Usability: Is it easy to learn and master how to set up and monitor the dashboard? Does the company offer good tech support, user support, tutorials, and training? Can you build a personalized marketing dashboard using simple tools like drag-and-drop formatting?
Features & Functionality:
Interactive, dynamic visual aids – Does the tool offer charts, graphs, heat maps, scatter plots, timelines, and plain text to convey important information?
Source tracking – Can the marketing dashboard tool aggregate data coming from organic search, paid media, site referral, social, and email in order to determine what is working and what isn’t?
Ecommerce Marketing – Can the dashboard track transactions, Revenue, conversion by channels in order to pick out what strategies are making you the most money?
Key performance indicators – Can you set marketing goals based on KPIs and measure them in real-time to see if they are met?
Integrations: Is it easy to connect with other tools? Any pre-built integrations? Does it connect with all the data sources that you use or your marketing initiatives?
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.
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.
Intuitive for non-developer to use
Selective data sharing for each campaign indicator
Easy transition if your data was stored in Excel previously
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.
Great aggregation of advertising platform data
Free to use
Reports easily shareable using a public URL
Documentation can be hard to find
Data integration works best with Google-owned tools
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.
Aesthetically pleasing automated reports
Easy to add accounts and various channels
Easy to compare same metric for different data sources
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.
Has a free-to-use plan
Unlimited accounts for employees
Reports look good on mobile
Over 25,000 monthly tracked users requires a custom quote plan
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.
White label client portals hosted on your website
Clients get own dashboard log-in
Unlimited report sending to clients
Over 20 clients requires enterprise plan
Data mashup/SQL databases not on entry level plan
Could use more customization of data point compare reports
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.
Robust interactive dashboards
Dynamic reports by URL (browser), PNG, PDF or CSV format
Easily build data queries by drag-and-drop
Some advanced features require users to know SQL
Could use more industry-specific dashboard templates
Mobile dashboards rely on desktop view adjustments
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.
Free plan for 2 users, 10K data rows
White label/embedded BI to easily share dashboards and reports
Smart, accessible marketing dashboards and reports
Hourly data sync requires Standard plan or above
Additional data rows are added cost
Development knowledge needed for more advanced tasks
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.
Automatically sends out monthly reports
Robust digital advertising reporting
Effective data grouping/segmentation features
Templates take some time to set up initially
Some common Instagram and facebook KPIs are missing
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.
Helpful user permissions for admin, editor, or viewer
Database connectors with MySQL, MS SQL Server, Cassandra, Oracle
Excellent,fully responsive mobile dashboards
Minimum 10 users per entry level plan
100GB + storage limited to highest subscription tier
Certain dashboard edits require users to recreate the entire widget
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.
Plans can choose between named or concurrent seats
Full open APIs to aggregate unlimited data sources
End users fully control their data visualizations
Plans aren’t ideal for small businesses
Steeper learning curve than other similar products
What Do You Think About These Marketing Dashboards?
Have you tried out any marketing dashboards listed above? What key performance indicators does your marketing team track and what digital marketing dashboards do you prefer for each? What marketing channels do you prefer to focus on? If you could add one marketing performance dashboard to this list, what would it be? Let us know in the comments.