As an employee of a growth-focused organization, if you need to present last week’s numbers to your team - would you choose to show up straight database tables with figures written across the metric, or would you like to present a marketing dashboard that displays neat charts and graphs of various metrics? It is a no-brainer that the latter is the optimal choice, and it makes the work easier for both you and your team. Dashboards make the analysis easier along with guiding the team in the right direction. As important as it is to make business decisions, it is equally important to evaluate the impact of those decisions periodically so as to use the resources optimally.
A marketing Dashboard KPI is mainly an analytical tool majorly used by the marketing and the sales teams. Through a marketing KPI dashboard, you can track your company’s performance against KPIs, which are Key Performance Indicators. KPIs are certain metrics through which you can assess if the efforts that the employees are putting into the business are producing effective results or not. As an example, for an e-commerce company, the number of orders per month or new customers acquired per month are KPIs. A functional marketing KPI dashboard will be helpful in deep diving into useful insights like user behavior, content ranking, engagement on the campaigns, and a lot more. Some of the crucial metrics that are tracked by the marketing teams include leads, cost per click, click-through rate, return on Ad spend, bounce rate, traffic sources, and others which we will discuss below.
On a microscopic level, metrics depend on the type of marketing activities that need to be monitored. However, no matter what your requirement is, there are great tools like Draxlr that can turn around most of the complex dashboards for you without requiring a lot of effort from your end. Here is a list of the different types of Marketing KPI Dashboards with examples that can brief you on the same.
- Marketing Performance Dashboard
As important as it is to run marketing campaigns, it is equally important to keep a tab on their conversion funnel and this KPI Dashboard template is built exactly for that purpose. This data forms the basis of the revenue that the team will spend, i.e, where should they spend more money on running marketing campaigns? The where of this question is answered by a Marketing Performance Dashboard. This is decided by the number of leads, the number of website visits, the number of clicks, the conversion rate, and other such metrics of all the campaigns run by the team. This dashboard can also include the number of backlinks the website received in a particular time period.
As the name of the dashboard suggests, this dashboard is majorly used by the marketing team to gauge campaign performance and accordingly allocate money to future campaigns. Due to its versatile usage, this dashboard stands out amongst other KPI Dashboard templates.
- Email Performance Dashboard
If there is one form of communication that is promising and is definitely going to stay in business for the long run, it is Email. As an organization, if you need to communicate crucial information to customers as well as employees, you can agree that emailing will be your preferred medium to do the same. This dashboard highlights the key metrics which determine the performance of an organization’s email campaigns. The key metric to track in this KPI Dashboard sample template is the opening rate of the emails which can be increased by sending out engaging, fun, and crisp emails.
The data team, content team, and marketing team, all require this dashboard as emails are sent out by all verticals of the company for different reasons, which makes this dashboard even more essential to be tracked.
- Web Analytics Dashboard
A business and a website almost sound like synonyms, don't they? Any business that is focused on expanding knows the importance of a website and that is where this dashboard comes in handy. This dashboard tracks your website metrics in real-time to assess its performance against the key metrics, which include online conversions, pageviews, new visitors, referral traffic, etc. This KPI marketing dashboard is one of the most crucial dashboards as a company’s website is the first thing a customer sees after landing on the company’s page, and it is a straight make or break from there.
Web Analytics marketing dashboard KPIs are used by the entire organization. The tech team cares about the traffic coming to its backend from the website while the marketing team focuses on the conversions happening through the website.
- COST PER CLICK (CPC) Dashboard
In the world of online advertising, Cost per click is the most consumed pricing model. In this business structure, the organization runs advertisements across various platforms and pays a specific amount every time someone clicks on their ad. They are majorly used for lead generation and customer acquisition, where the focus is to keep the CPC as low as possible. Since this is a money-intensive activity, the CPC marketing dashboard KPI is extremely pivotal to have as it clearly demonstrates if the ROI is positive or negative, on the basis of which the teams can decide where they want to stop investing money and on which platforms, increasing the budgets could result into increased leads.
The marketing and the social media teams that run ads on various platforms use this KPI Dashboard template.
- Digital Marketing Dashboard
The importance of social media buzz in today’s time is undeniable, and that is how this dashboard comes into the picture. These marketing KPI dashboards mainly focus on social media marketing and email marketing. They can be used to track social media campaigns, lead generation, and other specific features of marketing that are restricted to social media and digital advertising. They track the web traffic sources, goal completion rate, cost per action, and other such online marketing activities. Youtube, which has now become a game changer in the content industry, is also used as a medium to promote their business by many organizations - both organically and inorganically. The metrics of all such platforms can be tracked on this KPI Dashboard sample.
This marketing KPI dashboard is consumed by the social media or the content team for tracking and analyzing paid and unpaid activities.
- Blog Conversions Dashboard
In this marketing dashboard, the SEO and the inorganic content are the main points of the analysis. Inorganic marketing might be a way to reach many new people in a short time, but to establish a connection with the customers, inorganic marketing is the way to go. There is a possibility that some of your blogs perform really well and some get an average reach. For the same reason, it is important to analyze them so that the success can be replicated in other blogs and mistakes can be avoided. The KPI here could be the number of visitors and the number of shares, and there can be an analysis of the five top-performing posts and the five least-performing posts. Moreover, this marketing KPI dashboard could also include the location and the source of the visitors, for the employees to keep track of their campaigns and get an idea of the social media platforms generating the most traction.
This KPI dashboard template is utilized by the content and the marketing team in an organization.
- Employee Performance Dashboard
Employees contribute firsthand to any company’s success, and that is why promoting healthy competition between employees, especially in the marketing domain, can prove to be quite fruitful. For example, if an e-commerce company wants to run ads on social media, it could assign certain platforms to certain teams and give them the creative freedom to go about the campaign. Later, the results of the teams could be compared and a discussion can take place on what was done right and what could have been better.
This KPI dashboard sample is used by the sales and marketing teams to promote healthy competition and zeal among employees.
- MQL-TO-SQL Conversions Dashboard
SQL here stands for sales-qualified leads. These are the leads that are towards the end of the funnel. After initial data analysis, these leads are contacted by the sales and customer support teams to see if they can be converted into potential customers. Apart from tracking the numbers in the funnel, another important metric to track is the time taken by a lead to convert into MQL and then SQL to eventually become a customer.
This example of marketing KPI dashboard for marketing is extremely crucial and if used correctly, can be used to bring down the friction and the time of the lead conversions significantly. This dashboard is by the marketing and sales teams.
- Customer Lifetime Value Dashboard
Customer acquisition is a tedious and money-intensive task and if the value returned by the customer, in the long run, does not exceed the acquisition cost, the company is doing something wrong. For the same reason, this marketing dashboard template is a must-have for a revenue-focused company. As an example, if an organization spends $10 on acquiring a customer and it achieves revenue of $18 through them over the whole lifetime or a long period of time, the $8 is the profile of the CLTV of the organization. This dashboard is also useful to compare different activities based on metrics like conversion with the lowest investment, channels with higher engagement and conversions, etc.
This KPI marketing dashboard is useful across all teams of the organization, as all domains are involved in the customer journey, but it is primarily important for the marketing, product, and operation teams.
- Return On Investment Dashboard
Last but not the least, ROI KPI marketing dashboards are one of the most effective and essential dashboards for any organization. The marketing activities are restricted by budgets and this dashboard gives an insight into which activity is giving a profitable return on the money that we’re investing in the marketing campaign. This helps the teams to allocate the budgets to campaigns that are churning out a higher ROI and withdraw the funds from the non-performing or the low-performing campaigns.
Easy and effective marketing dashboard tools like Draxlr make any organization’s work easier as they do not have to worry about creating the dashboard and only focus on analyzing the data and deriving business decisions from it. Dashboards are crucial for any business as they demonstrate complex data with a simplicity that facilitates understanding and better decisions. With the right dashboards in place, we can focus on the real work which is being tracked by the dashboards without our intervention.
Through Draxlr, not only can you build solid dashboards, but also share them according to your convenience - privately with certain team members or publicly with the whole organization. You can read more on sharing dashboards with Draxlr here. Explore and build as many dashboards as you feel necessary for your organization - remember, the sky is the limit!
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