In this article, you will learn what a marketing dashboard is, why it is much more than a simple reporting tool and what concrete benefits it offers for your marketing activities. You will learn about the most important functions and get guidance on which questions a well-designed dashboard should answer for your company. This will give you clarity on how you can use marketing data effectively and profitably.
Was ist ein Marketing Dashboard?
A marketing dashboard is a digital tool that displays all relevant marketing key figures clearly and in real time. It is used to bring together the multitude of data from different channels such as social media, website tracking, email marketing and paid advertising campaigns. This gives you a clear overview of the performance of your marketing activities at a glance.
The greatest benefit lies in quickly processing complex data volumes in an understandable way and efficiently supporting data-based decisions. In short: a marketing dashboard turns pure figures into a meaningful management basis.
Differentiation from reporting tools
A marketing dashboard is often confused with traditional reporting tools, but the two formats differ significantly. While reporting tools usually deliver static reports in the form of PDFs or Excel files, dashboards are interactive, dynamic and often available in real time. They allow you to delve deeper into the data, apply filters and carry out detailed analyses – without the hassle of compiling individual reports. Reporting primarily looks at the past, dashboards help you to understand the present and actively shape the future. Dashboards are therefore not only an analysis tool, but also a management tool.
What questions a good dashboard should answer
A good marketing dashboard should not only visualize data, but also answer specific questions that are relevant to your work. For example, it should show you: Which channels bring in the most traffic or the best leads? Or How high is the conversion rate compared to the previous week? It is equally important to answer questions such as: How efficiently are we using our marketing budget? or Where is there potential for optimization? The aim is for you to be able to derive options for action directly from the data displayed. A good dashboard provides clarity – without room for interpretation or long analysis paths.
Why a marketing dashboard is indispensable
Importance of data-based decisions in marketing
In modern marketing, data-based decisions are the key to success. The days when campaigns were managed based on gut feeling are over – today, hard facts count. Only those who know the performance of their measures can use budgets in a targeted manner and achieve the maximum return on investment (ROI). Data not only provides you with information about past successes, but also helps you to identify trends at an early stage. A marketing dashboard helps you to prepare this valuable data in a clear and comprehensible way. In this way, you create the basis for strategic and operational decisions.
Challenge: Many channels, lots of data - no overview
Today’s marketing teams are faced with the challenge of operating a large number of digital channels in parallel. Whether social media, Google Ads, email marketing or website analytics – each channel delivers a flood of figures every day. This data is often stored in different systems and is difficult to compare with one another. Without a central dashboard, important KPIs risk being lost and correlations remain hidden. Manually comparing all the information is also time-consuming and prone to errors. A marketing dashboard solves precisely this problem and ensures transparency.
Goal: Smart visualization and control of all marketing activities
The main aim of a marketing dashboard is to reduce complex amounts of data to the essentials and present them in a visually appealing way. You receive the most important information about reach, costs, leads or conversions at a glance. This allows you to see immediately which measures are working and where there is a need for optimization. At the same time, the dashboard facilitates communication within the team, as everyone involved has access to a shared database. This means that your dashboard is not just an analysis tool, but an active control element for your marketing strategy.
Important KPIs for your marketing dashboard
A marketing dashboard is only as good as the key figures it contains. In order for you to maintain an overview and make the right decisions, the KPIs (key performance indicators) must be precisely aligned with your goals and channels. The relevant key figures differ depending on the marketing area. In this section, you will find out which KPIs are particularly important in the areas of performance marketing, content & social media as well as email and CRM marketing. You will also receive a compact overview of the most common KPIs that should not be missing from any dashboard.
Core metrics for performance marketing
In performance marketing, the focus is on the direct measurability of campaign results. The most important KPIs here include the click-through rate (CTR), the conversion rate, the cost per click (CPC) and the return on ad spend (ROAS). These key figures provide you with information on how efficiently your campaigns are working and how high the financial outlay is in relation to the return. The Customer Acquisition Cost (CAC) and the number of leads generated are also relevant. By integrating these KPIs into your dashboard, you can see at any time which campaigns are profitable – and which are not.
Content marketing & social KPIs
Content marketing and social media are primarily about reach, interaction and brand loyalty. KPIs such as impressions, page views, dwell time and social shares play a central role here. Follower growth, engagement rate and comments also give you valuable information about the performance of your content. These key figures help you to understand whether your content is reaching your target group and encouraging interaction. You should regularly track the development of these KPIs in your dashboard in order to recognize trends early on and adapt your content strategy.
Email & CRM KPIs
In the area of email and CRM marketing, the focus is on KPIs that measure the success of your direct customer communication. These include, in particular, the open rate, click rate and unsubscribe rate of your newsletters or mailings. Customer lifetime value (CLV) and the repurchase rate in the CRM environment are also important key figures for evaluating long-term customer relationships. These KPIs show you whether your messages are reaching your target group and whether your customer retention measures are successful. By integrating these figures into your dashboard, you can quickly see whether your measures are having the desired effect.
Sample marketing dashboard KPIs overview
| KPI | Range | Statement |
| Click-Through-Rate (CTR) | Performance marketing | How often users click on your ad |
| Conversion rate | Performance marketing | Ratio of clicks to actual conversions |
| ROAS | Performance marketing | Advertising revenue in relation to costs |
| Engagement rate | Content & Social Media | Share of active users in relation to reach |
| Follower growth | Content & Social Media | Developing your community on social platforms |
| Opening rate | E-mail marketing | Percentage of recipients who open your mail |
| Customer Lifetime Value (CLV) | CRM | Total value of a customer over the entire period |
| Bounce rate | Website & Performance | Percentage of visitors who leave the page without interaction |
By selecting these KPIs wisely, you can ensure that your marketing dashboard provides you with the most important information – and that you always have an overview of your marketing performance.
Marketing Dashboard Software & Tools: An overview
An effective marketing dashboard depends not only on the right KPIs, but also on the right software. The market offers numerous tools that differ greatly in terms of functions, usability and costs. Choosing the right tool depends on your individual requirements, your technical expertise and the desired integrations. Below we present the most popular marketing dashboard tools and give you an assessment of their strengths and weaknesses. This will make it easier for you to decide which solution is right for your company.
Google Looker Studio
Google Looker Studio (formerly Google Data Studio) is a free dashboard tool from Google that is particularly suitable for visualizing online marketing data. It offers a variety of native connections, e.g. to Google Analytics, Google Ads and YouTube, and is particularly suitable for data-based performance campaigns. Looker Studio scores with its simple user interface and numerous templates that allow you to get started quickly. However, the tool reaches its limits with more complex data models or large amounts of data. Nevertheless, it is a popular and cost-effective solution for small and medium-sized marketing teams.
HubSpot Dashboard
The HubSpot Dashboard is ideal for companies that already work with the HubSpot platform in the areas of CRM, marketing or sales. The dashboard automatically integrates all relevant data from email marketing, lead generation, campaign tracking and CRM. The seamless connection between marketing and sales data is particularly advantageous, allowing you to keep an eye on the entire customer journey. The user interface is intuitive and the dashboards can be customized without any technical knowledge. There are limitations when connecting external data sources – here you remain in the HubSpot ecosystem.
Tableau
Tableau is one of the most powerful and flexible business intelligence tools on the market. It is particularly suitable for larger companies that require complex data analyses and individual visualizations. Tableau impresses with its extensive functions, professional diagrams and versatile integration options. However, its use is very data- and technology-heavy – without basic knowledge of databases and visualization, setting it up quickly becomes a challenge. Tableau is also more expensive than other tools, but is worthwhile for companies with high analysis requirements.
Power BI
Power BI from Microsoft is another leading platform for data visualization and business intelligence. It integrates particularly well into existing Microsoft environments and offers a wide variety of connectors. Power BI is suitable for both smaller teams and large companies and impresses with its user-friendly interface. Compared to Tableau, Power BI is more attractively priced and somewhat easier to access. However, if you want to work with external marketing data sources, you may need to set up additional interfaces.
Klipfolio
Klipfolio is a cloud-based dashboard solution that focuses specifically on marketing and sales dashboards. The tool offers a wide range of API integrations and enables a quick connection to common platforms such as Facebook Ads, Google Analytics or HubSpot. The interface is intuitively designed and enables flexible dashboard design. Klipfolio is particularly suitable for companies that have a clear focus on marketing performance and prefer a simple setup. However, the tool may reach its limits for more in-depth analyses or large amounts of data.
Databox
Databox is a user-friendly solution for small and medium-sized marketing teams who want to display their most important KPIs quickly and clearly. The tool offers numerous ready-made integrations and templates for common marketing platforms. A major advantage of Databox is its mobile optimization – dashboards can also be conveniently viewed on a smartphone. Setup is straightforward and requires little technical know-how. However, the range of functions is limited when it comes to in-depth analyses or individual adjustments.
Strengths & weaknesses of the respective tools
Each of the tools presented has its own strengths and areas of application. Looker Studio scores with its cost efficiency and Google integration, but is limited in its depth. HubSpot Dashboard is perfect for HubSpot users, but remains limited within its own ecosystem. Tableau and Power BI offer maximum flexibility and professional analysis, but require technical expertise and budget. Klipfolio and Databox are ideal for quick, simple dashboards with a focus on marketing channels, but reach their limits when it comes to complex requirements. It is crucial that you clearly define your own goals and resources before deciding on a tool.
Marketing dashboard in HubSpot
HubSpot is one of the leading all-in-one platforms for inbound marketing, sales and customer service. A central component of the system are the integrated dashboards, which help you to evaluate all marketing, sales and service data in one place. These dashboards offer great added value, especially for companies that already work with HubSpot CRM. In this section, you will find out what options the HubSpot dashboards offer, how you can link your data sources and which best practices will help you to get the most out of the tool.
Overview: What dashboards does HubSpot offer?
The dashboards in HubSpot allow you to visualize all relevant data from marketing, sales and customer service centrally. You can choose between predefined dashboard templates or create your own dashboards from scratch. The interface is designed to be user-friendly so that you can create individual evaluations even without technical expertise. In addition to standard metrics such as website traffic, email open rates or sales figures, you can add and filter your own KPIs. This gives you a clear overview of your marketing performance and the status of your leads at all times.
Connection of sales, marketing & service data
A major advantage of HubSpot dashboards is the direct integration of all areas of the company. You can combine data from the Marketing Hub, Sales Hub and Service Hub and thus track the entire customer journey. This enables a holistic evaluation, for example from the first website interaction to the successful conclusion of a contract or service ticket. Data is automatically connected within the HubSpot ecosystem, saving you time-consuming exports and imports. External data sources can also be integrated via interfaces and integrations to make your dashboard even more comprehensive.
Options for individual customization
HubSpot offers you a wide range of options to customize your dashboards to your individual needs. You can create your own reports, define filters and freely determine the order and display of the widgets. It is also possible to create dashboards for different teams or hierarchy levels – from the marketing team to management. This allows each user to see exactly the information that is relevant to them. The automatic sending of dashboard reports by e-mail can also be easily set up in HubSpot.
Best practices for HubSpot dashboard users
To exploit the full potential of HubSpot dashboards, you should follow a few best practices. Define clear goals and KPIs in advance so that your dashboard does not appear overloaded. Make sure you regularly review and adapt your dashboards so that you can react to new marketing goals or campaigns. Use the option of linking sales, marketing and service data with each other to map the entire sales and marketing process transparently. However, avoid displaying too much information on one page – clarity and a focus on the most important key figures are crucial. Finally, it is advisable to share dashboards across teams in order to create a common data basis for everyone involved.
Marketing dashboard with Looker Studio (formerly Google Data Studio)
Looker Studio, formerly known as Google Data Studio, is one of the most popular tools for creating marketing dashboards. The solution offers numerous advantages for online marketers in particular, as it is specifically geared towards the needs of digital marketing channels. Thanks to its ease of use and seamless integration into the Google ecosystem, Looker Studio is an ideal tool for visualizing and analysing marketing data. In this section, you will find out what advantages the tool offers, which data sources can be connected and how you can use it in everyday life.
Advantages for online marketers
Looker Studio impresses with its user-friendliness and flexibility – professional dashboards can be created even without prior technical knowledge. Of particular interest to online marketers is the ability to link real-time data from different sources and present it in a visually appealing way. The interactive reports can be customized, filtered and shared so that you can keep an eye on your most important KPIs at all times. In addition, Looker Studio gives you free access to extensive functions that other tools often charge for. This makes it suitable for both small marketing teams and large companies.
Typical connections (Google Ads, Analytics, Facebook etc.)
A major advantage of Looker Studio is the large number of interfaces to common online marketing platforms. Data sources such as Google Ads, Google Analytics, Google Search Console, YouTube and BigQuery can be easily connected as standard. You can also integrate platforms such as Facebook Ads, LinkedIn Ads, Mailchimp or HubSpot via third-party connectors. This allows you to create cross-channel reports and centrally evaluate your entire online performance. Integration takes place in just a few steps so that your data sources can be connected in real time.
Costs, templates & possible applications
Looker Studio is free to use in the basic version, which makes it particularly attractive for small and medium-sized companies. Costs are only incurred if you want to use advanced functions or premium connectors from third-party providers. In addition, Google offers numerous free dashboard templates that you can customize – for example for Google Ads performance, website traffic or social media monitoring. The possible uses range from simple campaign reporting to complex, interactive dashboards for management. This allows you to flexibly integrate Looker Studio into your marketing analysis and make data-based decisions quickly and easily.
Marketing Dashboard Templates
The creation of a marketing dashboard does not have to start from scratch. Numerous providers offer so-called templates – i.e. ready-made dashboard layouts that you can adapt to your individual needs. These templates make it easier for you to get started, save time and help you to implement common best practices directly. In this section, you will find out what advantages templates offer, where you can find good templates and which examples are particularly suitable for use in marketing.
Advantages of marketing dashboard templates
Marketing dashboard templates offer you the opportunity to set up a professional dashboard quickly and easily. You benefit from a well thought-out structure based on proven KPIs and visualizations. This allows you to avoid typical mistakes in dashboard design and concentrate immediately on evaluating your data. Templates also save valuable time during setup, especially if you have no experience in creating dashboards. Another advantage: many templates can be flexibly adapted to your individual requirements.
Where can you find good templates?
You can find good marketing dashboard templates on the platforms of the popular dashboard tools themselves – for example in Looker Studio, Power BI or Klipfolio. Providers such as Databox or HubSpot also make a large number of templates available to their users. In addition, there are numerous free and paid templates on specialized websites, in online communities or in marketplaces such as Template Gallery or Supermetrics Template Hub. When selecting a template, it is important to ensure that it matches the data sources you use and your objectives. It is often worth using templates as inspiration and then adapting them individually.
Examples of marketing dashboard templates
Performance dashboard
A performance dashboard is ideal for displaying the most important key figures of your marketing campaigns at a glance. Typical KPIs in this template are the click-through rate (CTR), the conversion rate, the cost per lead and the return on ad spend (ROAS). Such dashboards help you to manage your advertising channels efficiently and use budgets optimally. In online advertising in particular, this template is indispensable for monitoring campaigns in real time. Many tools offer performance dashboards as a standard template that you can customize with just a few clicks.
Social media dashboard
A social media dashboard bundles all relevant key figures for your social media activities. Here you will find metrics such as follower growth, reach, engagement rate or the click rate on links. This template allows you to centrally monitor the performance of your channels such as Facebook, Instagram, LinkedIn or Twitter. This allows you to quickly identify which content is well received and which platforms require optimization. A social media dashboard is particularly suitable for marketing teams that use several channels in parallel.
SEO & Traffic Dashboard
With an SEO & Traffic Dashboard, you can keep an eye on the most important key figures relating to your website performance. Typical KPIs in this template are the number of website visitors, the bounce rate, the average time spent on the site and the top keywords. In addition, data from the Google Search Console or Google Analytics can be integrated to make organic visibility and traffic sources transparent. This dashboard is particularly valuable for content teams and SEO managers who want to measure the success of their optimization measures. Many providers offer ready-made SEO dashboard templates that you can connect directly to your domain.
Marketing dashboard: best practices & typical mistakes
A marketing dashboard can only be fully effective if it is set up and maintained sensibly. Many companies make the mistake of overloading their dashboards or focusing on the wrong key figures. However, with a few simple best practices, you can ensure that your dashboard becomes a real basis for decision-making – instead of a confusing jungle of data. In this section, we will show you what you should pay attention to when designing your dashboard and which typical mistakes you can avoid. This will ensure that your dashboard offers real added value for everyone involved.
Less is more: select KPIs specifically
One of the most important principles for a successful marketing dashboard is to focus on the really relevant KPIs. It is tempting to display as many KPIs as possible – but too much data can quickly lead to confusion and information overload. Therefore, think carefully in advance about which KPIs reflect your marketing goals and help you to manage your campaigns. You should be guided by the question: Which KPIs do I need to make informed decisions? Everything else can be outsourced or documented in more detailed reports.
Consistent design & clear data sources
In addition to the content, the visual and technical design of your dashboard also plays a decisive role. Make sure that your dashboard has a clear, consistent design – colors, chart types and font sizes should be used uniformly. This will ensure that your evaluations can be understood at a glance. It is equally important to use reliable and clear data sources. Avoid duplicate data, contradictory information or manually maintained tables. Only a clean database guarantees that the KPIs displayed are correct and trustworthy.
Avoid mistakes: KPI overload, unclear targets, outdated data
One of the most common mistakes when creating a marketing dashboard is KPI overload – i.e. the display of too many, often irrelevant, key figures. As a result, users quickly lose the overview and no longer recognize which information is really important. Equally problematic are unclear objectives: If it is not defined which questions the dashboard should answer, it will not fulfill its purpose. Another common mistake is outdated or out-of-date data, which can lead to incorrect decisions. Therefore, make sure to check your dashboards regularly and adjust them if necessary.
A marketing dashboard is much more than just a reporting tool – it is the control center for your entire marketing strategy.
Jochen Maier, CEO summ-it
Conclusion & recommendations for your own marketing dashboard
A marketing dashboard is much more than just a reporting tool – it is the control instrument for your entire marketing strategy. Used correctly, it provides you with the crucial information for data-based decisions and ensures that you can manage your campaigns efficiently. To do this successfully, you should follow a few basic rules when setting up your dashboard and avoid typical mistakes. In this section, we summarize the most important findings for you and give you practical recommendations for getting started. You will also find helpful resources to get you started right away.
The most important findings summarized
A good marketing dashboard is characterized by clarity, relevance and timeliness. It bundles the most important KPIs from various marketing channels and presents them in an understandable and visually appealing form. The following applies: less is more – concentrate on the key figures that directly support your goals. Choosing the right tool is also crucial, as each system offers different functions and integration options. And last but not least: a dashboard is not a one-off project, but a dynamic instrument that should be regularly maintained and adapted.
Tips for the start
When you create your first marketing dashboard, start by clearly defining your objectives: What questions should the dashboard answer and who is it intended for? Start with the most important KPIs and only expand the view gradually if there is a need. Use existing templates to make it easier to get started and adapt them step by step to your individual requirements. Make sure that your data sources are properly connected and reliable to avoid misinterpretations. And above all: regularly obtain feedback from dashboard users to further optimize the display.
Useful resources
There are numerous resources available to help you set up your marketing dashboard successfully. Many dashboard tools such as Looker Studio, HubSpot, Power BI or Klipfolio offer free templates and tutorials to help you get started quickly. Specialist articles, webinars and YouTube tutorials also help you to learn about best practices and avoid typical mistakes. It is also worth taking a look at online communities and forums where marketing professionals share their experiences and templates. If you want to go deeper, we recommend taking part in BI or data visualization workshops to further expand your dashboard expertise.
Why you should implement your marketing dashboard with summ-it
An effective marketing dashboard requires not only the right tool, but above all experience in conception, structuring and implementation. This is exactly where summ-it comes in: As an experienced partner in B2B marketing, we support you in developing a dashboard that is precisely tailored to your needs. We know that every company has different goals, data sources and requirements – and we offer you individual solutions. Find out why summ-it is the right partner for your dashboard project.
Experience with large & complex projects
summ-it has many years of experience in the implementation of large and complex dashboard projects. In the B2B sector in particular, data structures are often multi-layered, several systems need to be integrated and various stakeholders need to be taken into account. Our team is familiar with the challenges of such projects and knows what is important when developing an efficient dashboard. We support you from the initial definition of objectives to the technical implementation and training of your teams. In this way, we ensure that your dashboard not only functions technically, but also offers real added value in your day-to-day work.
Experience from more than 1,000 projects
With over 1,000 successfully implemented projects, summ-it is one of the most experienced providers in the field of data-based marketing. This extensive know-how flows into every new dashboard project – whether for medium-sized companies or international corporations. We know which KPIs are really relevant in B2B marketing, which tools can be used effectively and how to prepare data efficiently. As a result, you benefit from tried-and-tested processes and practical solutions that we continuously develop further. Our experience saves you time and resources and ensures results that support you in the long term.
summ-it is your experienced partner for B2B marketing
As a specialist in B2B marketing, summ-it not only understands the technology behind a dashboard, but also the strategic requirements of your industry. We speak the language of marketing and sales teams and know which key figures really count in the B2B environment. Our aim is to develop a dashboard for you that not only provides figures, but also clear answers to your business-critical questions. We attach great importance to transparency, reliability and individual advice. This gives you a dashboard that helps you to manage your marketing activities effectively and achieve measurable success.
Marketing Dashboard – Conclusion & Outlook
A marketing dashboard is only successful if it fits your goals, processes and data sources. With summ-it, you have an experienced partner at your side who will accompany you competently every step of the way – from strategy to technical implementation. Benefit from our experience from over 1,000 projects and our in-depth expertise in B2B marketing.
Jochen Maier, summ-it
Jochen Maier, summ-it