I’ll always remember the primary time somebody requested me for a advertising and marketing efficiency replace. I had six messy spreadsheets open, no clear narrative, and no KPI dashboard to tie all of it collectively.
I had the numbers, technically … however not the readability. I wasn’t even positive which metrics mattered most. That’s after I began constructing my first KPI dashboard, and all the pieces modified.
Since then, I’ve used KPI dashboards to trace all the pieces from marketing campaign efficiency to quarterly income targets, and I’ve discovered what works (and what actually doesn’t).
On this publish, I’ll stroll you thru tips on how to construct a KPI dashboard (together with my favorite free template), the advantages I’ve seen firsthand, and the instruments I like to recommend when you’re simply getting began.
Desk of Contents
What’s a KPI dashboard?
A KPI dashboard, quick for key efficiency indicator dashboard, is like what you are promoting’s mission management. It’s the place all of your most essential metrics stay, supplying you with a fast, visible snapshot of how issues are actually going. Not simply clicks and impressions — I’m speaking concerning the numbers that really tie again to objectives, progress, and influence.
Each division from gross sales to operations wants a dashboard, and dashboards are particularly useful for marketing. Between about a dozen online channels to think about (plus offline advertising and marketing efforts), quite a few parts go into creating and sustaining a healthy marketing ecosystem.
I’ve personally used KPI dashboards to trace all the pieces from lead high quality to marketing campaign ROI — and the most important win is peace of thoughts. No extra scrambling to seek out knowledge in 5 totally different instruments. And once you’re within the thick of a launch or juggling competing priorities, that form of readability is all the pieces.
That stated, I’ve discovered the arduous method that extra knowledge doesn’t all the time imply higher selections. I’ve constructed dashboards with method too many charts, and ended up ignoring them. So those that really work? They’re centered, intentional, and constructed to indicate what issues most.
Advantages of a KPI Dashboard
I didn’t absolutely recognize how helpful KPI dashboards could possibly be till I ended counting on scattered studies and random spreadsheets. Since then, right here’s what I’ve discovered makes them genuinely useful:
- On the spot readability. I can see what issues with out bouncing between instruments or chasing last-minute numbers.
- Smarter selections, quicker. With all the pieces in a single place, I can spot what’s working, flag what’s not, and pivot rapidly — with out overthinking it.
- Actual-time insights. The very best dashboards replace stay, which implies I’m not counting on outdated information when it’s time to behave.
- Alignment throughout the staff. When everybody’s referencing the identical dashboard, we make selections quicker and with fewer miscommunications.
On the finish of the day, dashboard isn’t nearly exhibiting knowledge — it’s about making the correct subsequent transfer clearer. That’s what makes it such a robust software.
So what does it take to construct one that really works? Let’s get into it.
What ought to a KPI Dashboard embody?
If there’s one factor I’ve discovered from constructing too many dashboards the arduous method, it’s this: The less complicated it’s, the extra helpful it turns into. A very good dashboard doesn’t attempt to monitor all the pieces underneath the solar — simply the stuff that actually issues.
I normally purpose for 5 to 9 metrics, max. Any greater than that, and it begins to really feel cluttered. Ask your self: If this quantity took a nosedive tomorrow, wouldn’t it severely mess together with your objectives? If sure, it most likely belongs on the dashboard.
Let’s say you’re placing collectively a B2B marketing KPI dashboard. A number of the most useful metrics I’ve tracked embody:
- Cost per acquisition (CPA).
- Conversion price.
- Web site site visitors by channel.
- Buyer lifetime worth (CLV).
- Advertising-qualified leads (MQLs).
Like I discussed earlier, I used to trace all the pieces simply because I may. However issues actually began to click on after I in the reduction of and centered solely on the KPIs tied on to enterprise influence. My dashboards lastly began to work for me, not towards me.
I’d be embarrassed to indicate you my first-ever dashboard. It had so much occurring — and never in a great way. After a whole lot of trial and error (and some dashboards I’d moderately overlook), I lastly landed on a easy method that really works.
Right here’s tips on how to construct a KPI dashboard that’s clear, centered, and really helpful.
1. Know your viewers.
In case your dashboard tries to talk to everybody, it’ll find yourself connecting with nobody. I used to create one-size-fits-all studies and ship them to execs, managers, and specialists, hoping they’d all discover what they wanted. However nobody actually did. The execs wished a top-line abstract. The staff leads wanted tactical knowledge. As an alternative of serving to, the dashboard simply created extra questions.
Now, I begin with one query of my very own: Who’s this dashboard really for? I take into consideration what selections that particular person must make, what context they have already got, and the way a lot time they’ll spend it.
A CMO may desire a month-to-month snapshot with visible summaries and a handful of high-impact numbers. A advertising and marketing supervisor? They could want channel-level breakdowns and real-time pacing knowledge.
After I tailor the format and knowledge to match what one particular particular person wants, the dashboard turns into far more helpful — and far more used.
2. Preserve it easy.
There’s a purpose I preserve repeating this … Retaining it easy actually is the key. The extra metrics you add, the tougher it will get to focus. I’ve constructed dashboards that appeared spectacular — so many charts! A lot colour! — however nobody (together with me) really used them.
Now I stick with the handful of KPIs that inform the story clearly. The form of numbers you possibly can look at and instantly know what’s going properly and what wants consideration. That’s the distinction between a dashboard that’s helpful and one which simply seems good in a gathering.
3. Intestine-check your metrics.
Keep in mind my trick from earlier — asking your self if a metric taking a nosedive would severely mess together with your objectives? We’re doing a deeper model of that right here.
Each KPI in your dashboard ought to have a job. Earlier than I add something, I ask: Would this quantity set off a call or a dialog if it modified considerably? If not, it’s out.
However past that, I additionally take into consideration what variety of resolution it would drive. Would this metric assist me catch a pink flag? Justify extra funds? Spot a pattern value exploring? If you push your self to reply these questions, you begin constructing a dashboard with actual utility — not only one that checks a field.
The profit? You find yourself with a dashboard that doesn’t simply sit in a tab, it really will get used. Not simply by you, however by everybody it was constructed for.
4. Sketch it first.
Earlier than I soar into any software, I take a step again and sketch out the format — both on a whiteboard, a serviette, or a fast define in a doc. It doesn’t must be fancy. Simply sufficient to map out what I wish to see and in what order.
I consider it like wireframing a web site: It helps me prioritize an important knowledge and keep away from litter. What ought to somebody see first? What metrics want to sit down side-by-side? Do I need pattern traces, percentages, or uncooked numbers?
The kind of dashboard you’re constructing also needs to affect the way you visualize the info. Should you’re analyzing traits, I normally go together with line or column charts since they make it straightforward to identify patterns over time. For composition knowledge (like what p.c of site visitors comes from every channel), stacked charts or maps can inform the story a lot better.
Sketching it first makes the entire thing really feel extra intentional, and it saves me from endlessly rearranging tiles as soon as I’m within the dashboard software.
5. Use a template (severely!).
Should you’re constructing your first dashboard (and even your fifth) don’t begin from scratch. It’s not well worth the headache. I’ve wasted a lot time attempting to construct “completely custom-made” dashboards from a clean canvas, solely to finish up caught in format limbo or second-guessing each design alternative.
Templates provide you with a head begin. They supply construction, provide design cues, and preserve you from overcomplicating issues. Consider them like scaffolding — you possibly can all the time tweak and adapt later, however they show you how to get one thing practical up quick.
HubSpot’s free KPI dashboard template is one I preserve coming again to. It’s clear, straightforward to customise, and works for every kind of use instances — whether or not I’m monitoring marketing campaign efficiency, quarterly objectives, or staff KPIs. It helps me go from “I don’t know the place to start out” to “that is really working” method quicker than ranging from zero.
The underside line? Use a template. Save your self the stress. Spend your brainpower on deciphering the info, not wrestling with containers and grids.
5 Finest KPI Dashboard Software program to Use
There are a ton of promoting KPI dashboard instruments on the market, and I’ve tried quite a lot of. Some are excellent for big-picture visibility, others are higher for each day efficiency monitoring. What issues most is selecting one that matches your workflow — not the flashiest one in the marketplace.
Listed here are 5 choices I’ve both used myself or seen work rather well for advertising and marketing groups. I’ll stroll you thru what every one does greatest, and the place it would fall quick relying in your wants.
1. Hubspot
Finest for: All-in-one advertising and marketing visibility
Should you’re already utilizing HubSpot’s CRM or advertising and marketing instruments, this one’s a no brainer. The free KPI dashboard performance is constructed proper in, which implies you possibly can rapidly pull studies from campaigns, touchdown pages, e-mail, and offers — all while not having a separate platform or integration.
As an avid Hubspot consumer myself, I’ve used HubSpot dashboards to trace all the pieces from MQLs to e-mail efficiency, and the convenience of setup nonetheless surprises me. It’s drag-and-drop, extremely customizable, and really seems good proper out of the gate (which is greater than I can say for another instruments).
What I like: It’s seamless for HubSpot customers — no additional work, no complicated knowledge syncs. Should you stay inside HubSpot already, the dashboard characteristic appears like a pure extension of your day-to-day. Like an iPhone and AirPods, it simply works.
2. Google Looker Studio (formerly Data Studio)
Finest for: Free, Google-friendly reporting
Should you’re working with Google Analytics, Google Adverts, or Sheets, Looker Studio is form of a hidden gem. It’s fully free, comparatively straightforward to study, and tremendous useful for constructing clear dashboards quick.
I’ve used Looker Studio after I wanted to get a dashboard stay yesterday and didn’t have time (or funds) for a fancier software. It’s not essentially the most highly effective platform on the market, however for advertising and marketing efficiency, top-line reporting, or pulling knowledge from a number of Google sources, it will get the job executed.
What I like: It’s free, versatile, and performs rather well with Google instruments, excellent once you want one thing quick and practical with out leaping by hoops.
3. Tableau
Finest for: Deep evaluation and superior knowledge visualization
Tableau is a type of instruments that may do just about something — but it surely’s not for the faint of coronary heart. It’s highly effective, versatile, and constructed for severe knowledge storytelling. Should you’ve received advanced knowledge units or must construct interactive dashboards with layered filters, Tableau can deal with it.
I’ve used Tableau in each advertising and marketing and ops contexts, and when you get the dangle of it, it’s extremely satisfying to work with. After I labored at an organization that used Tableau throughout the org, I had entry to a devoted knowledge staff that helped me set up, construction, and visualize the info in methods I wouldn’t have give you by myself.
That stated, it does include a studying curve, and it’s most likely overkill if all you want is a fast efficiency check-in.
What I like: After I must slice and cube knowledge in a extra customized method or construct dashboards for exec-level shows, Tableau provides me the management I’m in search of. It takes extra effort, however the outcomes are sometimes value it.
4. Microsoft Power BI
Finest for: Knowledge-driven groups within the Microsoft ecosystem
If your organization lives in Excel, Groups, or Azure, Energy BI may really feel like second nature. It’s Microsoft’s reply to enterprise BI — strong, safe, and full of options that assist groups analyze, share, and collaborate round knowledge.
I’ve seen Energy BI work greatest in orgs the place reporting isn’t only a advertising and marketing job, however one thing extra cross-functional. Gross sales, ops, and finance groups all depend on the identical dashboards, and Energy BI makes it straightforward to drag from a number of sources and construct one cohesive view. The integrations with Excel are particularly useful when you’re already wrangling spreadsheets.
What I like: It’s an amazing match for organizations that already run on Microsoft. As soon as it’s arrange, it turns into a robust, collaborative software that helps decision-making throughout groups.
5. Databox
Finest for: Small groups monitoring a number of objectives
Databox is one in all my favourite choices for light-weight, real-time dashboards. It’s constructed with simplicity in thoughts — straightforward to make use of, straightforward to attach, and surprisingly versatile for one thing that doesn’t require coding information.
I’ve used Databox to maintain tabs on advertising and marketing KPIs like lead quantity, conversion charges, and channel efficiency with out having to construct something from scratch. It has dozens of plug-and-play templates, and the cell app is definitely useful — excellent for fast check-ins or on-the-go evaluations.
What I like: It’s quick to arrange, visible by default, and nice for groups that need visibility with out having to babysit a dashboard software. It received’t do all the pieces, however for each day efficiency monitoring? It nails the fundamentals.
KPI Dashboard Examples
- Advertising Marketing campaign Efficiency Dashboard
- Lead Era Dashboard
- Electronic mail & Content material Advertising Dashboard
- Web site Analytics Dashboard
- Government Advertising Overview Dashboard
There’s no one-size-fits-all KPI dashboard, and that’s form of the purpose. A dashboard must be constructed across the particular objectives, channels, and workflows it’s meant to help. Whether or not you’re reporting on marketing campaign efficiency or attempting to present management a top-line view, one of the best dashboards are those that serve their goal with out overcomplicating issues.
Listed here are a number of examples I’ve seen (or constructed) that work rather well in a advertising and marketing context.
1. Advertising Marketing campaign Efficiency Dashboard
As a marketer, that is the dashboard I examine most frequently, particularly after I’m working campaigns throughout a number of channels. It’s the place I monitor key efficiency indicators like:
- Price per lead (CPL).
- Return on advert spend (ROAS).
- Conversion price.
- Click on-through price (CTR).
- Spend vs. funds pacing.
I wish to construction it by channel (Google Adverts, Meta, LinkedIn, and so on.) too, so I can see which platforms are pulling their weight. I’ll additionally embody visuals like bar charts to check efficiency throughout campaigns, and line graphs to identify traits over time.
What I like: This dashboard helps me make fast selections mid-campaign, like when to shift funds from one channel to a different or pause underperforming creatives. It’s my go-to for real-time advertising and marketing visibility.
2. Lead Era Dashboard
This one’s all about monitoring how properly your advertising and marketing efforts are turning into certified leads. I’ve used it most after we have been laser-focused on top-of-funnel progress, whether or not by paid campaigns, search engine marketing, or lead magnets.
Right here’s what I normally embody:
- Leads by supply (natural, paid, referral, and so on.).
- MQL quantity.
- Conversion charges from touchdown pages.
- Price per acquisition (CPA).
- Type submission completion price.
I wish to preserve this dashboard easy and visible, with a transparent cut up between lead sources and efficiency over time. Bonus factors when you embody pattern traces that flag lead drop-offs early — it helps you repair points earlier than they tank your pipeline.
What I like: This sort of dashboard provides me a clear, high-level have a look at how successfully we’re rising our viewers and feeding the funnel. It’s additionally a useful approach to present stakeholders the place leads are actually coming from (and what’s underperforming).
3. Electronic mail & Content material Advertising Dashboard
This one’s for the content material nerds (myself included). I take advantage of it to trace how weblog posts, newsletters, and lead-nurturing emails are performing — particularly after we’re working a full-funnel content material technique.
Key metrics to trace:
- Electronic mail open and click-through charges (CTR).
- Unsubscribe and bounce charges.
- Weblog site visitors by supply.
- High-performing content material by engagement or conversions.
- Leads or signups attributed to content material items.
I normally construct this dashboard in two elements: one for e-mail efficiency and one for weblog/content material insights. It’s useful for recognizing what’s resonating, and simply as essential, what’s falling flat.
What I like: This dashboard helps join the dots between the content material you’re creating and the outcomes it’s driving. It’s additionally an amazing software for making the case for extra content material funding when you possibly can present a transparent carry in leads, engagement, or conversions.
4. Web site Analytics Dashboard
This dashboard’s all about understanding how folks work together together with your website and recognizing alternatives to enhance the expertise. I lean on this one most after we’re attempting to optimize for site visitors progress, cut back bounce charges, or enhance conversion paths.
Right here’s what I sometimes embody:
- Complete classes and customers.
- Site visitors by supply or marketing campaign.
- Bounce price and common session period.
- High touchdown pages.
- Objective completions or conversion occasions.
You’ll be able to pull most of this from GA4 or Looker Studio. I like to visualise it by grouping site visitors traits up prime, adopted by habits movement, then efficiency by web page. It provides you a transparent sense of what’s working and what’s not, at a look.
What I like: This dashboard provides me the total image of how our content material, search engine marketing, and campaigns are performing as soon as somebody lands on the location. It’s the primary place I examine when site visitors abruptly spikes (or drops).
5. Government Advertising Overview Dashboard
That is the dashboard I take advantage of when management needs a transparent, no-frills snapshot of how advertising and marketing is supporting enterprise objectives. It’s constructed for CMOs, CEOs, or board members — not for day-to-day ops.
Key metrics normally embody:
- Advertising-sourced income or pipeline affect.
- MQL to SQL conversion price.
- Finances vs. spend pacing.
- Marketing campaign ROI.
- Excessive-level site visitors and lead traits.
The objective is simplicity and readability. I don’t overdo the visuals, just some key charts that present directionally the place issues are going. It’s the form of dashboard that ought to reply big-picture questions in 60 seconds or much less.
What I like: This dashboard provides stakeholders the visibility they want with out getting them misplaced within the weeds. And for me, it’s an amazing forcing operate to distill advertising and marketing’s influence all the way down to the KPIs that matter most.
KPI Dashboard Excel Templates
I do know, Excel may sound a bit of old-school, or prefer it’s going to take 14 nested formulation and some tears to make it work. However truthfully, the toughest half is normally simply formatting the factor. As soon as that’s taken care of, Excel will be surprisingly highly effective, particularly once you simply want a fast, light-weight dashboard with out spinning up a complete BI software.
That’s the place templates are available in. They take away essentially the most irritating a part of getting began (format, formulation, visible construction) and allow you to give attention to customizing what really issues — your knowledge.
Listed here are a number of Excel templates I like to recommend.
1. HubSpot
Clear, customizable, and an amazing jumping-off level when you’re monitoring leads, income, or marketing campaign efficiency. It’s easy however tremendous efficient.
Hubspot’s Excel templates additionally combine with Google Drive and PowerPoint, so you possibly can simply monitor these all-important metrics inside the program that works greatest for you and your staff.
2. Smartsheet
Smartsheet has Excel templates for quite a lot of advertising and marketing dashboards — from broad templates for monitoring large KPIs to extra particular templates for social media advertising and marketing.
Nice in order for you one thing that appears a bit extra polished or want templates for a number of departments. Plus, free to obtain!
3. Eloquens
Eloquens curates templates from totally different creators, which implies you’ll discover a variety of kinds from ultra-basic frameworks to fantastically designed govt dashboards.
These are particularly useful if it’s essential current knowledge to stakeholders and need one thing extra refined than rows and columns.
Whether or not you are constructing a mockup, a quick-turn report, or a one-off snapshot for a spreadsheet-loving stakeholder, templates like these show you how to skip the formatting wrestle and get straight to the insights.
You’ve created a advertising and marketing KPI dashboard. Now what?
After I constructed my first actual dashboard, I keep in mind pondering, “Cool, executed!” after which not touching it once more till one thing went flawed. Just a few weeks later, one in all our campaigns underperformed and I spotted I’d had the warning indicators sitting in that dashboard the entire time — I simply wasn’t utilizing it.
Take it from me, constructing the dashboard is just half the job. The actual worth comes when it turns into a part of how you’re employed. Not a static report, however one thing you revisit, depend on, and really act on.
Nowadays, I examine my KPI dashboards the identical method I examine my Oura Ring readiness rating — very first thing within the morning, and possibly extra typically than I ought to. Possibly I’m addicted, however hey, no less than I’ve received the stay knowledge to again it up.
So, when you’ve simply completed constructing your KPI dashboard, congrats! However now the actual enjoyable begins.
Editor’s notice: This publish was initially revealed in September 2019 and has been up to date for comprehensiveness.
