Best Marketing Dashboard Examples and Types With Tips on Making Your Own

What is a marketing dashboard?

A marketing dashboard is a tool that helps you see your necessary marketing data and results in one place. Dashboards present everything side by side, which means you don’t need to jump between different platforms to check your email stats, website traffic, or social media KPIs. Think of it like a control panel for your marketing results. 

Dashboards are usually visual, with charts, graphs, and numbers that update in real time. With a dashboard, you gain a deeper understanding of what in your strategy is working, what isn’t, and where you might need to make changes. Whether you’re tracking a single campaign or your whole marketing strategy, using dashboards will help you stay on top of your objectives. 

Who uses marketing dashboards?

Marketing dashboards are helpful for anyone involved in planning, executing, or analyzing campaigns. This includes:

• CMOs (chief marketing officers): to get a high-level view of performance across all channels.
• Email marketers: to follow open rates, clicks, and other email KPIs.
• Marketing analysts: to understand detailed metrics and trends.
• Social media managers: to monitor campaign reach and engagement.
• Digital marketing managers: to track website traffic and conversions.

Top metrics to track on your marketing dashboards and reports

Your marketing dashboard is only as useful as the data you include. However, not all metrics are going to be relevant to every marketing professional, and not every business has a full marketing team to handle each area separately. If you’re just starting out, one person might need to wear several hats — for example, being responsible for email as well as social media marketing. 

We’ve compiled a table for you to understand what metrics matter the most, and for whom they’re typically useful — whether it’s one person or a whole team.

Benefits of using marketing dashboards

Let’s have a look at some of the most important advantages of using marketing dashboards:

• Everything is in one place. You can see all of your most important data side by side, without switching between tabs or tools.
• Real-time insights. You can track progress and attend to any issues that might arise in real time, because dashboards update automatically.
• Better team alignment. Since everyone sees the same data, it’s much easier to collaborate and make decisions as a team.
• Easier reporting. Dashboards make it easier for your team to report to higher-ups or stakeholders. No need to spend hours on slides or pulling data!
• Customizable views. You can tailor your dashboard to see the metrics that matter the most to you, whether you’re a CMO or an email marketing manager.

Marketing dashboard types and examples

Different marketing professionals are best served by different kinds of dashboards, and there are various tools out there to build these dashboards. Below are some common dashboard types, along with examples of what they track and who they’re useful for.

Marketing dashboard templates

If you find yourself building new dashboards all the time, it might be worth setting up some templates. A dashboard template is pretty useful — it saves you time and keeps your reports consistent. 

If you have the technical skills, you can build a custom dashboard template using a business intelligence (BI) tool. If not, there are plenty of no-code or low-code platforms for making marketing dashboard templates, like Tableau, Coupler.io, or Looker Studio. Using these, you can create your own reusable dashboard template.

Email marketing dashboards

An email marketing dashboard helps you track how your email campaigns are performing, all in one place. Some of the most common metrics for email marketing dashboards are open rates, click-through rates, bounce rates, unsubscribes, and conversion rates, if applicable. Dashboards can even help you track your email marketing ROI (return on investment)! 

You can also create dashboards for specific email campaigns, like a seasonal sale or a product launch. In that case, you would track similar metrics, but focused on the particular campaign’s success. You’d typically pull this data from your email service provider (ESP) and, if available, your CRM system, for deeper revenue tracking. If you want to track different campaigns using the same metrics and data sources, it’s a good idea to first create a dashboard template. 

This is what an email marketing dashboard may look like: 

This dashboard gives a quick, easy-to-digest overview of campaign performance. It includes some of the key metrics we discussed, as well as visualisations of performance over time, making it easy to track trends across different campaigns or time periods.

If you’re already using Selzy for your email marketing needs, you’ll be pleased to learn that it offers email marketing dashboard capabilities that go beyond the basic metrics. You can view performance over time, compare results to industry averages, and get AI-powered suggestions for improving your emails. Aside from this, it also offers link tracking, mobile optimisation insights, and automated campaign reporting.

This is what Selzy’s dashboard looks like:

Digital marketing dashboards

Digital marketing dashboard, also called a digital performance dashboard, is a broad term — it covers any tool used to monitor and analyze your online marketing performance across channels. A typical dashboard might include data on website traffic, ad spend, click-through rates, social media engagement, or conversions. For a dashboard like this, you’d usually pull data from Google Analytics, Google Ads, SEO platforms like Ahrefs or Semrush, and social media ad managers.

The dashboard above is a classic example of a general-purpose digital marketing performance dashboard — the kind used by managers or marketing teams to monitor overall web performance, set benchmarks, and compare progress across time periods. This dashboard includes metrics like total sessions, bounce rate, goal completions, and conversion rate. It also breaks down traffic sources over time.

Shall we have a look at something more specific? While it zooms in on ad performance, this dashboard still falls under the broader umbrella of digital marketing dashboards:

This is a digital advertising dashboard. It shows paid campaigns’ performance, particularly across ad campaigns. Unlike the previous, more generic dashboard, this one focuses on cost and efficiency metrics, like ad spend, cost-per-click (CPC), impressions, and click-through behavior. Dashboards like this are especially useful for marketers running PPC (pay-per-click) campaigns or for display ads.

Campaign dashboards

A campaign dashboard focuses on tracking the performance of a specific marketing campaign or a group of closely related marketing campaigns. In other words, instead of giving you an overview of your whole marketing strategy, campaign dashboards concentrate on one particular endeavor, like a product launch, seasonal sale, particular email marketing automation campaign, or email blast. An example of a campaign dashboard would be something like “Spring Sale 2025 email campaign,” whereas a more general marketing dashboard would track overall marketing performance across everything you’re doing.

The key marketing metrics here depend on the exact type of campaign that you’re running, but they’re likely to include impressions, clicks, conversions, and revenue. The tools you’d use to get data for this dashboard type are similar to those you’d use for a general marketing dashboard.

A good example of a campaign dashboard is the marketing campaign performance KPI dashboard shown above. It tracks key results like visits, page views, bounce rate, session duration, and goal conversions for a specific campaign. You can also see where the traffic is coming from, which pages are performing best, and how many users are new or returning.

Social media dashboards

Social media dashboards are used to track the performance of your social media activities across different platforms. If you’re using a dashboard like this, you don’t need to manually check the analytics section of every single social media platform you’re using because you can see everything in one place. 

As always, the exact metrics will depend on your specific goals, but a typical social media dashboard usually includes numbers like engagement rate, follower count, impressions, clicks, shares, and comments. Here’s an idea of what this might look like:

As you can see, the social media performance dashboard above pulls together performance data from the analytics section of each platform you use, including Facebook, Twitter, Instagram, YouTube, and LinkedIn. You can quickly see key stats like follower growth, post engagement, impressions, page likes, and shares. This allows social media marketers to monitor trends and adjust their strategy on the go. Alternative to this dashboard, you can create a template to use for each social media platform separately.

SEO dashboards

Search engine optimization dashboards are designed to help you track how well your website is performing in search engines. Some of the most important metrics here include impressions, clicks, average position in search results, and click-through rates (CTR). With an SEO dashboard, you can understand how your pages are ranking, how many people are finding your site through search, and whether your SEO efforts are paying off. 

The image above is a great example of an SEO dashboard — it shows a website’s search performance over time, including total clicks, impressions, average CTR, and average position. Also, you can see monthly trends for each metric, making it easier to track improvements (or lack thereof). 

CMO dashboards

A CMO dashboard gives a high-level view of how the company’s marketing efforts are performing. Instead of focusing on day-to-day campaign details, it shows the bigger picture — how much revenue marketing is bringing, how much it costs to acquire customers, and how well marketing is supporting overall business goals.

Typical CMO dashboards focus on key metrics like ROI, customer acquisition cost (CAC), customer lifetime value (CLV), lead generation rates, and marketing-driven revenue. To build a dashboard like this, you’ll usually need to pull together data from your CRM, marketing automation tools, financial platforms, and website analytics. As you’re dealing with high-level, aggregated information, you’ll probably need a more advanced tool, like Power BI or Tableau.

Here’s an example of a CMO dashboard:

As you can see, this CMO dashboard pulls together all the big-picture numbers in one place. It shows branded search volume, a customer demographic breakdown, brand mentions, advertising spend, and key customer value metrics. 

Multichannel dashboards

A multichannel dashboard helps you track how a specific campaign is performing across different marketing channels, like email, social media, and digital ads. Even though these channels might not be directly connected, a dashboard like this gives you a full view in one place.

A typical multichannel dashboard will show metrics like impressions, clicks, conversions, engagement rates, and revenue, broken down by channel, which makes it easy to spot which platforms are doing the most work. 

To build a multichannel dashboard, you need to use data from Facebook Ads Manager, Google Ads, your CRM system, and your email marketing platform.

The dashboard above tracks ad performance across several platforms, including Google Ads, Facebook Ads, LinkedIn Ads, and Bing Ads. It shows key stats like total spend, CPA (cost per acquisition), and attributed conversions for each platform. You can also see handy graphs about daily costs and conversions.

How to create your own marketing dashboard

Building your own marketing dashboard might sound complicated, but it’s quite straightforward. In this section, we’ll walk you through the most important steps of getting started with your dashboard.

Define your objectives

Before you begin building your dashboard, you need to understand what you want to achieve and what your marketing goals are. Are you tracking the success of a specific campaign? Monitoring your overall marketing performance? Growing your email list?

These are the objectives that will shape everything else, from how your dashboard looks to what metrics and data sources you use. Think about the big questions you want your dashboard to answer. If you’re in email marketing, it might be “How are my email campaigns performing?” For SEO professionals, it might sound like “Is my website search performance improving?”

Once you know your goals, it’s much easier to decide what information you need to collect and how to display it.

Choose the right tools

Once you’ve outlined your goals, the next step is to pick the right platform to build your marketing dashboard. There are lots of options out there, from basic templates in Google Sheets to powerful business intelligence (BI) platforms like Tableau or Looker. Some marketing automation platforms, like Selzy or Hubspot, also have built-in dashboard features.

When choosing a tool, think about what data sources you need to integrate (such as Google Analytics, your ESP, or your CRM system), what your budget is, how easy it is to use and to customise, are there any templates, and whether it can grow with you as your marketing operations become more complex.

Once you’ve chosen your platform, make sure to connect all your key data sources and set up automatic updates if possible. Your dashboard will only be useful if it shows up-to-date info, so make sure you double-check your integrations before moving on to the next step.

Design your layout

Now that you’ve decided on a platform for your dashboard, it’s time to design the layout. A good layout makes your data easy to read and understand. Start by deciding on the key metrics that’ll take the spotlight — it’s much better to track five really important ones than twenty random ones that don’t help you make decisions. As you already know, not all metrics matter equally for every marketer, so you don’t want to overwhelm yourself with data.

Group related metrics together, placing the more important ones at the top or center, where your eyes naturally go first. 

Customize and refine

Once you’ve built your dashboard, you can tweak it so that it suits your preferences. This stage is all about making small improvements that save you time and help you spot trends faster: cutting out any clutter, highlighting the most important numbers, and reorganizing elements to make them easier to understand for you.

Decide how often you want your dashboard to pull in new data — whether that’s real-time updates, daily snapshots, or weekly summaries — and configure the settings accordingly. Adjust visual elements like charts, graphs, and colors to make data patterns easier to spot.

The most important part here is not to treat your dashboard as a completed project. Your campaigns, audience, and KPIs will change, your business might grow, and your dashboard should evolve simultaneously. Try to make a habit of updating it regularly.

Tips on creating a marketing dashboard

Here are a few practical tips to keep in mind when you’re creating your marketing dashboard:

• Make exploring details easy. You already know you should put the most important numbers first to avoid cluttering your dashboard. You may want to dig deeper, though — use dropdown menus, filters, or clickable elements. This keeps your dashboard tidy without losing important details.
• Start with the end user in mind. If you’re building the dashboard for someone else, put their needs first. A CMO will want a quick high-level overview. A marketing manager might need more detailed reports. So, step into their shoes and tailor the level of details for their needs.
• Test with someone else. As you’re finalizing your dashboard, show it to someone who didn’t build it. If they can’t understand what’s going on without your explanations, you may need to revise it or simplify it.
• Keep the visual design clean. It might be tempting to unleash your creativity when building a dashboard, but try to avoid unnecessary colors, 3D charts, or heavy visuals that distract from the data.

Conclusion

And that’s basically everything you need to know to get started with marketing dashboards! From tracking email campaigns to keeping an eye on your SEO, a good dashboard pulls all your key data into one place and makes it easier to grow. Let your dashboards do all the heavy lifting for you!

To make yours, follow these steps:

• Define your goals.
• Choose the right platforms to use.
• Design the dashboard layout.
• Customize it and keep refining.