We’ll never forget the first time someone asked us for a marketing performance update. We had six messy spreadsheets open, no clear narrative, and no KPI dashboard to tie it all together.

We had the numbers, technically … but not the clarity. We weren’t even sure which metrics mattered most. That’s when we started building our first KPI dashboard, and everything changed.

Since then, we’ve used KPI dashboards to track everything from campaign performance to quarterly revenue targets, and we’ve learned what works (and what really doesn’t).

In this post, we’ll walk you through how to build a KPI dashboard (including our favorite free template), the benefits we’ve seen firsthand, and the tools we recommend if you’re just getting started.

Every department from sales to operations needs a dashboard, and dashboards are especially helpful for marketing. Between about a dozen online channels to consider (plus offline marketing efforts), numerous elements go into creating and sustaining a healthy marketing ecosystem.

We’ve personally used KPI dashboards to track everything from lead quality to campaign ROI — and the biggest win is peace of mind. No more scrambling to find data in five different tools. And when you’re in the thick of a launch or juggling competing priorities, that kind of clarity is everything.

That said, we’ve learned the hard way that more data doesn’t always mean better decisions. We’ve built dashboards with way too many charts, and ended up ignoring them. So the ones that actually work? They’re focused, intentional, and built to show what matters most.

Benefits of a KPI Dashboard

We didn’t fully appreciate how useful KPI dashboards could be until we stopped relying on scattered reports and random spreadsheets. Since then, here’s what we’ve found makes them genuinely helpful:

• Instant clarity. We can see what matters without bouncing between tools or chasing last-minute numbers.
• Smarter decisions, faster. With everything in one place, we can spot what’s working, flag what’s not, and pivot quickly — without overthinking it.
• Real-time insights. The best dashboards update live, which means we’re not relying on outdated info when it’s time to act.
• Alignment across the team. When everyone’s referencing the same dashboard, we make decisions faster and with fewer miscommunications.

At the end of the day, a good dashboard isn’t just about showing data — it’s about making the right next move clearer. That’s what makes it such a powerful tool.

So what does it take to build one that actually works? Let’s get into it.

What should a KPI Dashboard include?

If there’s one thing we’ve learned from building too many dashboards the hard way, it’s this: The simpler it is, the more useful it becomes. A good dashboard doesn’t try to track everything under the sun — just the stuff that really matters.

We usually aim for five to nine metrics, max. Any more than that, and it starts to feel cluttered. Ask yourself: If this number took a nosedive tomorrow, would it seriously mess with your goals? If yes, it probably belongs on the dashboard.

Let’s say you’re putting together a B2B marketing KPI dashboard. Some of the most helpful metrics we’ve tracked include:

• Cost per acquisition (CPA).
• Conversion rate.
• Website traffic by channel.
• Customer lifetime value (CLV).
• Marketing-qualified leads (MQLs).

Like we mentioned earlier, we used to track everything just because we could. But things really started to click when we cut back and focused only on the KPIs tied directly to business impact. Our dashboards finally started to work for us, not against us.

We’d be embarrassed to show you our first-ever dashboard. It had a lot going on — and not in a good way. After a lot of trial and error (and a few dashboards we’d rather forget), we finally landed on a simple formula that actually works.

1. Understand Your Audience

A dashboard that tries to appeal to everyone often ends up being useful to no one. In the past, we created generic reports and shared them with executives, managers, and specialists, hoping they’d each find value. Unfortunately, it rarely worked. Executives wanted a high-level overview, while team leads needed actionable insights. Instead of simplifying things, the dashboard only created confusion.

Now, we begin by asking: Who is this dashboard designed for? We focus on the decisions that person needs to make, the context they already have, and how much time they’ll dedicate to reviewing it.

For instance, a CMO might prefer a monthly summary with a few impactful visuals and key numbers. A marketing manager, however, might require detailed channel performance and real-time data updates.

When we customize the layout and metrics to meet the specific needs of one individual, the dashboard becomes significantly more valuable—and more frequently used.

2. Simplicity Is Key

We can’t stress this enough—keeping it simple is crucial. The more metrics you add, the harder it becomes to focus. In the past, we’ve built dashboards filled with charts and colors, but they ended up being ignored—even by us.

Now, we limit ourselves to a small set of KPIs that clearly communicate the story. These are the numbers you can glance at and instantly understand what’s working and what needs attention. This distinction separates a functional dashboard from one that merely looks impressive in meetings.

3. Double-Check Your Metrics

Think back to our earlier tip about imagining what happens if a metric crashes. Let’s explore that idea further.

Every KPI on your dashboard should serve a clear purpose. Before adding anything, we ask ourselves: Would a significant change in this number lead to a decision or discussion? If not, it doesn’t belong.

We also consider the type of action it might drive. Could this metric help identify an issue? Justify additional budget? Highlight an emerging trend? When you push yourself to answer these questions, you build a dashboard that’s genuinely useful—not just one that ticks a box.

The result? A dashboard that doesn’t gather dust in a browser tab but gets actively used—not just by you, but by everyone it’s intended for.

4. Start with a Sketch

Before diving into any tools, we step back and sketch out the layout—whether on a whiteboard, a napkin, or in a quick document outline. It doesn’t need to be polished; it just needs to map out what we want to display and in what order.

We treat it like wireframing a website: prioritizing essential data and avoiding clutter. What should catch someone’s eye first? Which metrics need to sit side by side? Should we show trends, percentages, or raw numbers?

The type of dashboard you’re building will also influence how you visualize the data. For trend analysis, we typically use line or bar charts to highlight patterns over time. For composition data (like traffic sources), stacked charts or maps often tell the story better.

Sketching first makes the process feel intentional and saves us from endlessly rearranging elements once we’re in the tool.

5. Leverage Templates (Seriously!)

If you’re creating your first dashboard—or even your fifth—don’t start from scratch. Trust us, it’s not worth the hassle. We’ve wasted countless hours trying to design “perfectly customized” dashboards from a blank slate, only to get stuck tweaking layouts or second-guessing design choices.

Templates provide a solid foundation. They offer structure, suggest design ideas, and prevent overcomplication. Think of them as scaffolding—you can always adjust later, but they help you quickly create something functional.

Best KPI Dashboard Software to Use:

When it comes to selecting the right KPI dashboard software, there’s no shortage of options. Each tool has its strengths and weaknesses, and the best choice depends on your team’s specific needs—whether it’s ease of use, advanced analytics, or seamless integration with existing systems.

To help you make an informed decision, we’ve broken down five popular tools into three key sections: What It’s Best For , What We Like About It , and What We Found Missing in It . These insights are based on our hands-on experience and observations from working with marketing teams that have used these platforms.

1. Google Looker Studio (formerly Data Studio)

What It’s Best For:

Google Looker Studio excels at creating visually appealing dashboards with seamless integration into the Google ecosystem. If your team relies heavily on Google Analytics, Google Ads, or other Google services, this tool is a natural fit. It’s particularly well-suited for small to medium-sized businesses looking for a free, user-friendly solution to visualize their marketing data.

What We Like About It:

One of the standout features of Looker Studio is its ability to connect effortlessly with Google products, making it easy to pull data from multiple sources into one place. The drag-and-drop interface is intuitive, even for beginners, and the platform allows for significant customization without requiring advanced technical skills. Additionally, the fact that it’s free makes it an attractive option for teams with limited budgets.

What We Found Missing in It:

While Looker Studio is powerful for basic reporting, it struggles with handling large datasets or performing complex calculations. Its reliance on Google integrations also means that users outside the Google ecosystem may find it limiting. For example, integrating third-party tools often requires workarounds, which can be time-consuming. Additionally, some advanced features, like real-time updates, are either unavailable or require additional setup.

2. Tableau

What It’s Best For:

Tableau is ideal for businesses that need advanced data visualization and in-depth analytics. It’s particularly well-suited for large-scale organizations dealing with massive datasets and requiring professional-grade visualizations. Teams focused on uncovering deep insights through interactive dashboards will find Tableau to be a powerful ally.

What We Like About It:

Tableau’s strength lies in its ability to handle complex data with ease. The platform offers a wide range of visualization options, from heatmaps to scatter plots, allowing users to present data in creative and impactful ways. Its drag-and-drop interface is intuitive once you get the hang of it, and the platform supports real-time data connections, making it ideal for dynamic reporting. The level of detail and customization available in Tableau is unmatched, making it a favorite among data analysts.

What We Found Missing in It:

Despite its capabilities, Tableau has a steep learning curve, which can be intimidating for beginners or smaller teams without technical expertise. Additionally, the cost of Tableau is on the higher side, making it less accessible for smaller businesses. While it excels at handling large datasets, setting up and maintaining these dashboards can be resource-intensive, requiring dedicated personnel to manage effectively.

3. Microsoft Power BI

What It’s Best For:

Power BI is perfect for businesses deeply integrated into the Microsoft ecosystem. It’s particularly useful for teams that rely on Excel, Azure, or other Microsoft products for their day-to-day operations. Its affordability and AI-driven insights make it a great option for data-driven teams seeking robust reporting features.

What We Like About It:

We appreciate Power BI’s seamless integration with Microsoft tools, which makes it easy to pull data directly from Excel or Azure. The platform offers advanced analytics capabilities, including AI-driven insights, which can help teams uncover trends and patterns they might otherwise miss. Its pricing model is relatively affordable compared to competitors like Tableau, making it accessible to a wider range of businesses. Additionally, the platform is highly scalable, catering to both small teams and large enterprises.

What We Found Missing in It:

One downside of Power BI is its less polished interface compared to tools like Tableau. While it’s functional, the design isn’t as sleek or modern, which might be a turnoff for some users. Beginners may also find the platform challenging to navigate due to its complexity. Furthermore, for teams not using the Microsoft ecosystem, Power BI’s value diminishes slightly due to limited third-party integrations.

4. Databox

What It’s Best For:

Databox is designed for marketing teams that need real-time performance tracking and a user-friendly experience. It’s particularly effective for monitoring campaigns as they happen, making it a great choice for agile teams that require quick access to up-to-date metrics.

What We Like About It:

Databox’s standout feature is its ability to aggregate data from multiple sources into one centralized dashboard. This eliminates the need to toggle between platforms, saving time and effort. The platform also offers a mobile app, allowing users to track performance on the go. Real-time updates ensure that teams always have access to the latest data, and the interface is clean and easy to navigate, even for beginners.

What We Found Missing in It:

While Databox is excellent for real-time tracking, its free version is fairly limited in functionality. Advanced customizations, such as creating complex visualizations or pulling in non-native data sources, require upgrading to a paid plan. Additionally, for teams needing extensive customization or deeper insights, Databox may feel restrictive compared to more flexible tools like Klipfolio or Tableau.

5. Klipfolio

What It’s Best For:

Klipfolio is ideal for teams that require highly customizable dashboards with extensive third-party integrations. It’s particularly suited for businesses that need tailored solutions to meet specific reporting needs.

What We Like About It:

Klipfolio’s flexibility is its biggest strength. Users can build highly customized dashboards that suit their exact requirements, whether it’s pulling data from niche platforms or creating unique visualizations. The platform supports a wide range of integrations, ensuring compatibility with almost any data source. Additionally, Klipfolio is scalable, making it suitable for both small businesses and larger enterprises.

What We Found Missing in It:

The downside of Klipfolio is its complexity, which demands time and effort to master. Beginners may find the platform overwhelming, and the learning curve can slow down adoption. Pricing is another concern, as costs can escalate quickly when adding more data sources or users. For teams with limited resources, this can make Klipfolio less budget-friendly compared to simpler tools like Google Looker Studio.

Essential KPI Dashboards for Marketing Success

To effectively track and optimize your marketing KPIs, having the right dashboards in place is crucial. Each dashboard serves a specific purpose, helping you monitor different aspects of your marketing efforts. Below, we’ll explore five essential types of KPI dashboards: Marketing Campaign Performance Dashboard, Lead Generation Dashboard, Email & Content Marketing Dashboard, Website Analytics Dashboard, and Executive Marketing Overview Dashboard. We’ll elaborate on their functionality, key metrics, and how they contribute to your overall performance tracking strategy.

1. Marketing Campaign Performance Dashboard

The Marketing Campaign Performance Dashboard is designed to provide a comprehensive view of the effectiveness of your campaigns across various channels. This dashboard helps you measure ROI, engagement, and conversion rates, ensuring that your marketing efforts align with your business goals.

Key metrics to include:

• Campaign reach and impressions.
• Click-through rate (CTR).
• Conversion rate.
• Cost per acquisition (CPA).
• Return on ad spend (ROAS).

What makes this dashboard invaluable is its ability to consolidate data from multiple platforms—such as Google Ads, social media, and email marketing—into one centralized view. By monitoring these metrics, you can identify which campaigns are driving results and reallocate resources to maximize impact. For example, if a particular ad set has a high CPA but low conversions, you can pivot quickly to focus on more effective strategies.

2. Lead Generation Dashboard

The Lead Generation Dashboard focuses on tracking the quality and quantity of leads generated through your marketing efforts. It’s particularly useful for teams focused on nurturing prospects and improving lead-to-customer conversion rates.

Key metrics to include:

• Total leads generated.
• Lead-to-opportunity conversion rate.
• Cost per lead (CPL).
• Marketing-qualified leads (MQLs) vs. sales-qualified leads (SQLs).
• Lead source breakdown.

This dashboard provides actionable insights into which channels and tactics are most effective at generating high-quality leads. For instance, if organic search consistently produces MQLs at a lower CPL than paid ads, you might consider reallocating your budget to SEO efforts. Additionally, by aligning lead generation metrics with sales KPIs, you can ensure better collaboration between marketing and sales teams.

3. Email & Content Marketing Dashboard

The Email & Content Marketing Dashboard is tailored for teams managing email campaigns and content strategies. It helps you measure engagement, audience behavior, and the overall effectiveness of your content marketing efforts.

Key metrics to include:

• Email open rate and click-through rate.
• Bounce rate.
• Subscriber growth rate.
• Blog traffic and time on page.
• Social shares and backlinks.

This dashboard is especially valuable for understanding how your audience interacts with your content. For example, if certain blog posts drive significant traffic but have low time-on-page metrics, you might consider optimizing the content for better engagement. Similarly, analyzing email performance can help you refine subject lines, CTAs, and segmentation strategies to improve deliverability and conversions.

4. Website Analytics Dashboard

The Website Analytics Dashboard provides a detailed overview of your website’s performance, focusing on user behavior, traffic sources, and conversion metrics. It’s an essential tool for optimizing your site’s usability and ensuring it supports your marketing goals.

Key metrics to include:

• Total website traffic and unique visitors.
• Bounce rate and average session duration.
• Traffic sources (organic, direct, referral, paid).
• Goal completions and conversion rates.
• Exit pages and drop-off points.

By analyzing these metrics, you can identify areas for improvement. For instance, a high bounce rate on a landing page might indicate issues with page load speed or unclear messaging.

Similarly, tracking exit pages can help you pinpoint where users are leaving your funnel, allowing you to address potential friction points. This dashboard also integrates seamlessly with tools like Google Analytics, making it easy to pull in real-time data for data visualization.

5. Executive Marketing Overview Dashboard

The Executive Marketing Overview Dashboard is designed for high-level stakeholders who need a snapshot of overall marketing performance. It focuses on top-line metrics and provides a clear view of how marketing efforts contribute to broader business objectives.

Key metrics to include:

• Monthly revenue attributed to marketing.
• Customer acquisition cost (CAC).
• Return on marketing investment (ROMI).
• Overall lead volume and conversion rates.
• Year-over-year growth trends.

This dashboard simplifies complex data into digestible visuals, making it ideal for presentations to executives or board members. For example, showing a steady increase in ROMI over time can justify continued investment in marketing initiatives. Additionally, by highlighting year-over-year growth trends, you can demonstrate the long-term impact of your strategies on business metrics.

Why These Dashboards Matter

Each of these dashboards plays a critical role in helping you monitor and optimize your marketing efforts. The Marketing Campaign Performance Dashboard ensures your campaigns are delivering ROI, while the Lead Generation Dashboard focuses on nurturing prospects and improving conversions. The Email & Content Marketing Dashboard helps refine your messaging and engagement strategies, and the Website Analytics Dashboard ensures your site is optimized for user experience and conversions. Finally, the Executive Marketing Overview Dashboard provides a high-level view for decision-makers, tying marketing performance directly to business outcomes.

By leveraging these dashboard examples, you can create a cohesive system for tracking key performance indicators and driving better results across all areas of your marketing strategy. Whether you’re managing day-to-day operations or presenting to leadership, these tools will empower you to make data-driven decisions that move the needle.

You’ve Built a Marketing KPI Dashboard. Now What?

When we created our first real dashboard, we thought, “Great, it’s done!” and then left it alone until something went wrong. A few weeks later, one of our campaigns underperformed, and we realized the warning signs had been sitting right there in the dashboard the entire time — we just hadn’t been using it.

Let us tell you, building the dashboard is only half the battle. The true value comes when it becomes an integral part of your daily workflow. It shouldn’t be treated as a static report but rather as a dynamic tool that you revisit, rely on, and take action from.

These days, we check our KPI dashboards the same way we check our morning coffee routine — first thing every day, and maybe more often than necessary. Sure, some might call it an addiction, but at least we’re backed by real-time data to justify it.

So, if you’ve just finished building your KPI dashboard , congratulations! But now the real work begins.