30 Best Marketing Dashboard Examples and Templates [2023]

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18 digital marketing metrics and KPIs you should know

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18 digital marketing metrics and KPIs you should know

The advantages of dashboards when working with data are undeniable. They’re a win-win way to present key indicators clearly and visually to all employees.

Just as a car’s speedometer tells you how fast you’re going, a well-designed dashboard shows you the success of your brand promotions, reveals the effectiveness of marketing channels, and forecasts whether you will be able to achieve your sales goals.

In this article, you’ll find examples and templates of the best dashboards for marketers to improve your productivity and marketing ROI in real time.

If you want to build cross-channel reports in minutes, use OWOX BI. It will save your team’s resources and help you avoid errors when collecting, processing, merging, and managing data.

What is a marketing dashboard and why do you need one?

A dashboard is an interactive analytical panel that displays all key marketing metrics and goals.

A dashboard helps you not only collect data on one screen but also visualize tables with calculated results in the form of understandable graphs, tables, and charts. This way of presenting data makes it easier to perceive information, which greatly simplifies the decision-making process.

Benefits of working with dashboards:

  • All KPIs are available on one screen.
  • You don’t have to manually compile data each time you need.
  • Data is updated automatically.
  • You can set the required data refresh rate.

With the help of dashboards, marketers can evaluate the effectiveness of their efforts and report to their superiors on work done. In addition, dashboards have another equally important task — helping managers to make decisions. The contents of a report depend on who will use the report, how often, and for what purposes.

What information can a dashboard contain?

Before you start creating a dashboard, think about what parameters and indicators you want it to show. They should match your needs. For example:

  • If your task is to increase ad clicks, the report should contain the number of clicks and CPC.
  • If your goal is to increase conversions, the report should include CPA and the number of orders or other conversion actions.
  • If you want to increase ROMI, the report must reflect advertising costs, revenue, and average check size.

Try to focus on the main thing and not include too much data in the dashboard, as this can make it incomprehensible to the end user. Instead of one universal dashboard, it’s better to make several separate ones. For example, a PPC specialist and a marketing director usually need dashboards with different metrics, frequency, and data granularity.

The parameters and indicators on the dashboard must be interconnected and follow a logical sequence; otherwise, erroneous conclusions can be drawn. For example, if your CPA has changed, you need to show the conversion dynamics next to it.

To make the dashboard more visual and understandable, you can:

  • Add context: market trends, competitor data, the impact of seasonal demand, stock, etc. That is, show everything that in one way or another affects the effectiveness of your advertising campaigns.
  • You can add comments on the numbers and graphs on the dashboard, explaining to the user how, when, and as a result of what actions an indicator was achieved.
  • Even if you’re a fan of tables, think about visualizing data — graphs and charts on dashboards will make your story much clearer than numbers in rows.

Criteria for good marketing dashboards

Characteristics of a good marketing dashboard include:

  • Competent data visualization. You can quickly and easily see where ROI sags or which site is not suitable for your advertising.
  • Correctly chosen context. At a glance, it’s clear what the charts are about and what data is presented in graphs.
  • Ability to select specific dates. You can easily change the reporting period for advertising campaigns.
  • Widget interactivity. Data can be filtered according to the selected parameter (for example, country, city, device, or campaign).
  • Ability to compare selected indicators with those from a previous period in order to evaluate the effectiveness of advertising campaigns.
  • Ability to track changes as often as you need, such as tracking subsidence in traffic once a day, once a week, or in real time.

Characteristics of a bad dashboard:

  • Too many details and elements. This throws off the user’s focus and turns the dashboard into a carnival.
  • Metrics, chart axes, and charts themselves are incomprehensibly named.
  • Poor visualization. The type of data display selected is incorrect. For example, a pie chart is chosen to show how data changes over time.
  • The purpose of the dashboard is not clear from the title, leading to confusion.

A good dashboard accurately presents information, while a bad dashboard is just a collection of data that doesn’t clearly answer your questions. The main purpose of a dashboard is to provide answers to the right questions. Try to specify the goals of the dashboard so it’s convenient to use.

How to build a marketing dashboard you can trust

Many companies spend significant amounts on advertising. Marketing dashboards are needed by marketers not only to evaluate advertising campaigns. They also help justify the budget to management and prove the importance and effectiveness of marketers’ work.

To create a meaningful and compelling dashboard, answer the following questions:

  • What questions do you want to answer with the dashboard?
  • What decisions will be made on its basis?
  • What data is needed for the dashboard?
  • How often do you need the dashboard?
  • What services can you use to create the dashboard?

After you’ve decided on the requirements for the dashboard, you need to collect data for it. At the same time, it’s necessary to predict possible risks, such as low data quality, sampling, and data insecurity.

1. Automate data collection

You can manually collect data for dashboards if you have under a dozen campaigns. In all other cases, we recommend setting up automatic ad cost importing into Google Analytics or Google BigQuery as well as collecting raw non-sampled data from the site. This will help you avoid the routine and avoid mistakes that can cause your company to lose a lot of money every year.

2. Merge marketing data

To compare the success of multiple campaigns across platforms, you need to merge data from all your marketing services. For example, you can collect your data in Google BigQuery.

The structure and format of data differ from source to source. To build reports, data from different sources must be correctly combined. By itself, the data uploaded through connectors or various ETL services is dirty (contains errors, duplicates, and discrepancies) and lacks a unified logic and structure. Incorrect and fragmented data needs to be cleaned up and normalized into an analytics-ready format.

3. Take care of data quality and security

You must be sure of the quality of the collected data and the security of the connector or service that you use for collection purposes. Otherwise, you risk making the wrong decision due to errors, data duplication, or data loss.

With OWOX BI, you can easily complete all these steps, create the report you need in minutes, and visualize it in Google Data Studio, Google Sheets, or any other BI tool.

With OWOX BI, your data is ready for analysis and reporting. No need for any additional manipulations with SQL or a BI tool. Plus, you can use ready-made templates from OWOX Dashboard Gallery to save time. Just connect your data and enjoy exploring it.

OWOX BI dashboards

Marketing Dashboard Examples and Templates

Which is better: creating a new dashboard from scratch or using a template? There is no definite answer to this question. You can either take the time to create your own dashboard, or you can save time and use a template, slightly adapting it to your needs.

There’s no guarantee that a template will suit you. However, checking out different templates is a great way to get an idea of what the perfect dashboard might look like. You can use the selection of templates below for inspiration.

General marketing dashboards

General marketing strategy dashboards are required by marketing directors and senior management. These dashboards focus on the overall performance of the marketing department, the department’s strategy, and goals over the past year. Such dashboards usually display the current status of all key indicators and compare them with the plan and results for the previous year.

1. Digital marketing report template

Get all important business marketing metrics in one dashboard. Find out how much revenue each channel generates, how you’re fulfilling the marketing sales plan, and how to allocate your budget to reach your goals.

Digital marketing report template

The dashboard displays the KPIs of your ad campaigns and compares them to the previous year’s plan and results. You can regularly monitor the dynamics of indicators and quickly make changes to ad campaigns to achieve your goal.

This report helps you discover:

  • how users go through your sales funnel and at what stage they most often leave it
  • how many online orders are eventually redeemed
  • the proportion of first and repeat purchases

This information will help you optimize your funnel and find the channels that perform best at each stage.

2. Advertising performance & attribution report

How do users from different traffic sources behave? How much does it cost to attract them? What profit do they bring? This dashboard will answer these questions and help you optimize your marketing budget.

Advertising performance & attribution report

Find out how different sources influence user promotion by funnel and which source is most effective at pushing users to purchase (and at what step). This information will help you reallocate your marketing budget based on problem areas in the funnel.

The less likely a user is to pass a certain step, the more attention should be paid to the campaigns that guide the user through this step.

3. Impact of online advertising on offline sales report

Learn how your online marketing affects sales in physical stores. Find out which campaigns and categories of goods bring more purchases offline and which bring more online. This information will help you manage your marketing and budget more effectively, increasing your overall sales and profit.

Impact of online advertising on offline sales report

On this dashboard, you will see which sources, channels, and campaigns motivate users to make offline purchases and which motivate them to order on the site. Knowing this, you can manage campaigns based on your goals. For example, you can increase total sales and profits on the website.

PPC dashboards

Dashboards in Google Data Studio for monitoring paid ads are perhaps the most popular. Budget managers as well as PPC specialists who care about the results of their paid campaigns review these reports daily, weekly, and monthly.

Such a summary dashboard has a number of advantages compared to classic reports in individual services:

One tab is better than ten. You have one report for all your campaigns with the ability to segment and filter them.

Creating one general report is faster than creating five separate ones.

Answering the main question — Which channels should we increase the budget for? — is possible only by analyzing all PPC channels together.

4. PPC dashboard template

Evaluate the effectiveness of paid traffic channels. Analyze statistics from Google Ads, Facebook, and other advertising sources in one dashboard.

PPC dashboard template

With the help of this dashboard, you can compare the profits, costs, displays and clicks, CTR, and ROAS of all traffic sources and draw conclusions about their ROI. Find out which sources work best, where you need to invest, and where you shouldn’t waste your budget.

5. Digital marketing dashboard

Compare the effectiveness of campaigns from Google Ads, Facebook, and other advertising services to optimally allocate your marketing budget.

Digital marketing dashboard

Monitor key indicators daily to make operational decisions. Track revenue and expense dynamics, CPM, CPC and CPA, conversions, ROMI, and ROAS for each campaign by day. Find out where your customers come from and what devices they use.

6. Google Analytics 4 & paid channels report template

Get a clear overview and analysis of your Facebook, Instagram, LinkedIn, Google Ads, TikTok Ads, and Twitter Ads campaigns as well as Google Analytics 4 events on one Google Data Studio dashboard. Track and analyze the performance of your advertising campaigns across all key metrics down to the campaign level.

Google Analytics 4 & paid channels report template

7. PPC marketing report template

Track all paid media campaigns and PPC KPIs in a single Google Data Studio report. Analyze all paid campaign channels, get a detailed funnel analysis overview, and highlight your campaign results. You’ll be able to quickly identify ad effectiveness and cross-compare ROAS.

PPC marketing report template

8. Facebook and Instagram advertising performance template

Get a full overview and analysis of your Facebook and Instagram campaigns on one Google Data Studio dashboard. Track and measure the performance of your ad campaigns across all key metrics with full funnel analysis.

Facebook and Instagram advertising performance template

9. Facebook advertising dashboard template

Monitor the dynamics of key paid advertising KPIs on Facebook. This dashboard will help you track the impressions, clicks, CPM, CTR, and CPC of your Facebook ads. Respond in a timely manner to changes in indicators and optimize campaigns.

Facebook advertising dashboard template

Analyze how advertising costs have changed compared to the number of ad shows. Find days when there were more impressions and clicks and lower costs for impressions. Perhaps it’s on these days of the week that most of your target audience is online, in which case you can schedule your ads accordingly.

10. Data Driven Template — Consolidated PPC Advertising

You can use this template to display KPIs from multiple advertising platforms (Google, Facebook, and Bing) in one consolidated dashboard.

Data Driven Template — Consolidated PPC Advertising

11. PPC Dashboard by Data4Insights

This is a free PPC Google Data Studio dashboard that you can use to analyze your Google Ads data.

PPC Dashboard by Data4Insights

12. Adwords — [Lead Generation] Data Studio Dashboard by One PPC

This is a 10-page dashboard for easy analysis of Google Ads advertising that includes the following reports: summary, scorecard metrics, campaigns report, devices, keywords report, ad groups report, monthly stats, daily stats, hour of the day, and geographic performance.

Adwords — [Lead Generation] Data Studio Dashboard by One PPC

Website performance dashboards

In this section, we’ve put together dashboards that deal with both ecommerce and overall website performance (errors, broken pages, redirects, etc.).

Top management at online stores love a simple but useful ecommerce dashboard in Data Studio. These dashboards are sales-focused, so your Enhanced Ecommerce setup needs to be perfect in order for them to show accurate information.

13. E-commerce dashboard. Item position effectiveness report

Learn how to properly position items on the website to increase conversions and the average check size.

E-commerce dashboard. Item position effectiveness report

Commodity blocks on the website contribute to increasing conversions and average check size. But in which blocks should you place certain goods for the maximum effect?

This dashboard will help you optimize the layout of goods on your website by compiling lists of bestsellers and filling related product blocks. It will also be useful for UI specialists to improve the interface.

14. Marketing dashboard. Landing page effectiveness report

Find out which items and categories are more profitable to promote and which landing pages best convert visitors to buyers.

Marketing dashboard. Landing page effectiveness report

Some products attract users; others sell well. But these are not always the same products. This dashboard will show you how user behavior differs depending on the category of goods to which users are directed by various traffic sources. You’ll be able to understand which product groups are more profitable to promote in order to boost sales.

15. PPC report template based on item availability

With the help of this dashboard you can find out how much potential profit you lose by attracting users to pages of items that aren’t available.

PPC report template based on item availability

Maybe website visitors who couldn’t get the item they wanted ended up buying other items? To check this, compare revenue per visit when the item advertised on the landing page is available vs unavailable.

This will show you how much potential profit you didn’t receive because traffic from paid channels led to pages for out-of-stock items. To get more revenue, you can add recommendations for similar items to such pages.

16. Google Merchandise Store Ecommerce Report

This dashboard is an excellent example of a simple report with no extra details. You can use it to estimate overall performance using essential dimensions and metrics: revenue, sessions, cart-to-detail rate or products added to carts, etc. You can use the filter to show information by device, country, source/medium, user type, or some other category.

Google Merchandise Store Ecommerce Report

17. Website performance report for the merchandise store

Compared to the previous report, this one is more detailed. It has five levels — performance, conversions, audience, acquisition, and behavior. Because of this, the dashboard looks slightly overpacked.

Nevertheless, the dashboard helps you find answers to many questions in the ecommerce niche. For example, you can identify where visitors come to the website from, what percentage of users convert, or what the top-selling products are.

Website performance report for the merchandise store

18. Enhanced Ecommerce Dashboard

This dashboard also tries to provide all possible information on one page. This amount of detail may be inconvenient to work with, at least at first sight. However, this is a good template if you need an overview of goal performance and sales execution.

Enhanced Ecommerce Dashboard

19. Sales and Shopping Behavior dashboard by My Digital Lab

This dashboard is designed specifically for e-commerce companies to track changes in sales and shopping behavior. You can also use it to get useful insights into channels and devices. It’s suitable for creating a monthly dashboard for a general overview of business performance.

Sales and Shopping Behavior dashboard by My Digital Lab

20. KPI Snapshot by Amazee Metrics

This dashboard gives you an overview of the effectiveness of all your digital marketing activities. It shows important website statistics, including visits and conversions, which countries your visitors come from, and which pages on your site are the most popular.

KPI Snapshot also includes company information, such as which channels brought in the most traffic and which visitors had the most conversions. Additionally, you can see the top Google Ads campaigns and top search terms.

KPI Snapshot by Amazee Metrics

21. Detailed Google Analytics Ecommerce Dashboard

This is a two-page dashboard for analyzing Google Analytics ecommerce data. It contains metrics such as pageviews, product detail views, product adds to cart, cart-to-detail rate, and product revenue. You can analyze all these indicators in the context of source/medium, product category, and geographic data.

Detailed Google Analytics Ecommerce Dashboard

22. Aro Digital Template

This four-page dashboard contains a lot of information about e-commerce transactions and is great for getting a detailed overview of your site’s key traffic sources. You can connect data from Google Analytics, Google Ads, Search Console, and Facebook Ads.

Aro Digital Template

Website performance dashboards will help you find answers to questions such as:

  • How many errors are on your site right now?
  • How many broken pages are on your site and how do they affect the bounce rate?
  • Is the redirect working correctly?

These dashboards focus on the technical side of your site and show if there are any performance issues. Typically, they contain the following information:

  • Total number of sessions
  • Bounce rate
  • Top 10 landing pages
  • Page loading speed for mobile apps and desktop
  • JavaScript errors
  • 404 errors

This information is stored in Google Analytics so you can easily retrieve it. Below are a few examples to help you choose the right widgets for your own dashboard.

23. Microconversion report

This dashboard will be useful for both marketers and development teams. It allows you to quickly detect and fix website conversion problems.

Microconversion report

If your conversion rate has slipped, you can use the Microconversion report dashboard to check whether the drop in conversions is related to your website as a whole or to individual pages.

For example, you may notice that conversions have mostly decreased on product cards in a specific browser. This is a signal to check recent browser updates for an error. Thanks to this dashboard, you can quickly identify and eliminate these types of website issues.

24. Builtvisible — JavaScript Error Tracker

This dashboard allows you to monitor JavaScript errors that your users’ browsers are experiencing. With it, your developers will be able to eliminate and correct incompatibilities and suboptimal coding practices in time.

Builtvisible — JavaScript Error Tracker

25. eCommerce Speed Dashboard by Canonicalized

This dashboard shows the correlation between your website speed and bottom line revenue. It will be useful for UX experts, web designers, SEO experts, and webmasters whose goal is to make the site as user-friendly as possible.

eCommerce Speed Dashboard by Canonicalized

Dashboards like these are especially relevant after your website has been migrated, new tracking codes have been added to it, or new technologies have been deployed. They will help you take control of the situation and, if necessary, roll back changes.

SEO dashboards

The dashboards in this section will be especially useful for anyone involved in search engine optimization (SEO). Here, you’ll find everything you need to successfully rank your site, from traffic overviews, search engine results, and backlink performance to technical SEO analysis and advanced SERP analysis.

26. SEO template by SemRush

The Semrush team created this template to help SEO specialists save time setting up dozens of widgets. The dashboard consists of three pages. The first page contains Google Analytics data. With its help, you will get a complete picture of the dynamics of organic traffic. The other pages are based on data from Google Search Console and Semrush. The second page will help you understand your organic metrics and your visibility in SERPs in more detail. The last page provides an overview of the website’s technical condition.

SEO template by SemRush

27. Organic Traffic Template

This simple one-page dashboard allows you to monitor your main organic traffic KPIs.

Organic Traffic Template

28. Keyword ranking dashboard

With this dashboard, you will be able to:

  • Explore your keywords searches
  • Track how your ranking changes over time
  • Find anomalies in search rankings
Keyword ranking dashboard

Content marketing dashboards

A Data Studio dashboard is one of the best ways to understand what is working and what is not in your content marketing. If you’re an internet media company that’s completely dependent on visitors, you should monitor your site’s behavioral data to keep your business afloat.

In addition, modern companies use content marketing to build brand awareness and have a deep stake in the success of their blogs.

The number of widgets you need depends on your goals, but you should start with a simple set:

  • Customer interactions: link clicks, forms, scrolls, time spent on the page, landing pages, etc.
  • Brand awareness: time series chart with impressions
  • Table with organic engagement filtered by channel
  • Landing page/goal achievement table for easy lead generation verification

Here are some examples of content marketing dashboards.

29. Blog Content Performance by Alberto Grande

This one-page dashboard helps you evaluate the performance of your blog content. It’s especially useful when developing a content strategy. With this dashboard, you can find out which articles bring the most traffic to your site and identify the topics and authors that are most popular with blog readers.

Blog Content Performance by Alberto Grande

30. Google Analytics for Copywriters & Content Strategists by WebAnalyticsSetup

This dashboard is based on Google Analytics data and will be useful for non-ecommerce content sites. With this interactive all-in-1 Google Analytics Data Studio Template, you can discover your data, by filtering by Source, Medium, Country, Device Type & Date.

Google Analytics for Copywriters & Content Strategists by WebAnalyticsSetup


Your choice of marketing reporting tools depends on the amount of data your company needs to process.

For small businesses, the capabilities of Google Analytics, Google Data Studio, and OWOX BI Smart Data are enough. For more advanced dashboards, consider systems with more functionality such as Google BigQuery + OWOX BI + Google Data Studio, Tableau, or Power BI.

Are you interested in marketing dashboards to track progress towards your goals? Book a free demo with OWOX BI specialists.


icon Get in-depth insights

18 digital marketing metrics and KPIs you should know

icon Get in-depth insights

18 digital marketing metrics and KPIs you should know