What Is a Marketing Dashboard? Examples and Guide

A marketing dashboard is a reporting tool that aggregates key marketing metrics and performance indicators. It presents these data in a clear, single-page view, enabling marketers to monitor progress and adjust strategies efficiently.

To view or create your own marketing dashboard, you need the right tool in your martech stack. Many comprehensive marketing management software platforms offer dashboard options, as do many free marketing analytics tools, like Google Analytics. The downside is that most of these only show data from their own platform, which is why many teams end up building a single dashboard that pulls everything together.

In this guide, we cover what a marketing dashboard is, real marketing dashboard examples, its benefits, how it is used, and how to create one using Wrike.

Marketing dashboards can be difficult to envision without examples. The selection of marketing dashboard examples below should give you a sense of what you can include in your dashboard and how it can help you visualize your marketing projects and hit your goals. 

• Campaign management dashboard: Marketing campaign dashboards track metrics related to a specific marketing campaign. For instance, a product launch campaign dashboard would include analytics from organic and earned media channels, social media ads, website conversion rates, and marketing-attributed ROI. 
• Digital marketing dashboard: Digital marketing dashboards include website performance, social media analytics, email marketing, ad performance, and revenue.
• SEO dashboard: An SEO dashboard is essential for tracking your website’s search engine performance. It includes metrics such as keyword rankings, organic traffic, and backlink analysis.
• Social media dashboard: You can track spend, impressions, cost per click, cost per acquisition, and ROAS across Google, Meta, LinkedIn, and other ad platforms. This dashboard lets you view your spend so you can easily adjust your budget toward what’s converting.
• Marketing KPI dashboard: A marketing KPI dashboard tracks key metrics like customer growth, customer acquisition cost, revenue growth, and marketing-attributed ROI to report progress against quarterly or annual targets.
• Marketing analytics dashboard: This dashboard provides a broad overview of your overall marketing efforts. It can combine KPIs like conversion rates with trends and channel comparisons to help explain changes in performance.
• CMO dashboard: A CMO marketing dashboard gives a visual overview of the key metrics across the company’s marketing activities. This should include lead generation, website performance, social media, and email marketing.

• Email marketing dashboard: Tracks open rates, click-through rates, unsubscribes, and conversions to gauge campaign performance and list health over time.
• Lead generation dashboard: This dashboard tracks the effectiveness of lead generation efforts, providing marketing insights into which channels generate the most leads and how well those leads convert.

Why would a marketer create a marketing dashboard? A marketing dashboard allows marketers of any level to quickly, easily, and succinctly view the metrics and analytics that matter to them. Marketing dashboards save considerable time that marketers would otherwise lose by switching between apps and platforms to view social media, website, and campaign metrics separately. 

Marketing dashboards also allow members of a marketing team to view key performance indicators (KPIs) and campaign data as their data sources refresh. This is especially important for managers, who need to track campaign success and make quick decisions to adjust tactics or reallocate resources based on the relative performance of one metric or channel over another. 

These tools are easily customizable, allowing marketers to monitor unique metrics on different campaigns without hassle. Managers can personalize their dashboards, reporting functionality, and frequency, tailoring the data to specific needs and communicating with stakeholders as quickly as needed. 

Marketing dashboards typically use data visualization tools, such as charts and graphs, to make complex data easier to understand and patterns easier to identify.

When marketing data is scattered across tools, your marketing department can spend more time gathering updates than acting on them. A well-designed dashboard can help address these problems:

• Disconnected marketing reporting: Individual tools show how one channel is performing, but comparing results often means switching between reports. A dashboard that brings relevant data together makes it easier to see how each channel contributes to campaign goals.
• Time-consuming status updates: Managers may need to chase team members for progress reports or manually compile figures before meetings. A shared dashboard gives everyone a place to check campaign progress, reducing repeated requests for the same information.
• Outdated information: A spreadsheet assembled last week may no longer reflect campaign performance. Connected dashboards can reduce that delay by automatically refreshing data, depending on the source and refresh settings.
• Problems spotted too late: An overdue approval or rising cost per lead can go unnoticed when nobody has a clear view of it. Dashboards that surface these signals help teams investigate issues before they become larger setbacks.
• Metrics without context: Knowing how many leads a campaign generated means little without a target or comparison. Showing results alongside goals and previous periods helps teams judge whether performance is improving and where adjustments may be needed.

Marketers use dashboards to check progress against goals and decide what needs attention. How often they review the dashboard depends on the decisions they need to make. An active paid campaign may need daily monitoring, while a broader strategy review might happen monthly.

For example, a social media specialist could track marketing metrics such as engagement, click-through rates, and conversions from an ongoing campaign. If an ad attracts clicks but generates few conversions, that could prompt a closer look at the landing page or whether the offer matches the ad’s message.

Dashboards can also guide team meetings. A weekly review might focus on campaigns that are falling behind schedule, while a monthly review could compare channel performance to inform budget decisions. In each case, the dashboard provides a starting point for investigating results and agreeing on the next action.

As seen in the examples at the start of this guide, many different members of the marketing department can and should use marketing dashboards.

• Chief marketing officer (CMO): A CMO uses a marketing dashboard to get a high-level view of performance across marketing channels. By comparing results against business goals, they can identify areas needing attention and make decisions about strategy and budget allocation.

• Marketing project manager: A marketing project manager would benefit from a marketing dashboard tool that provides detailed metrics on project progress. This would help them identify any upcoming risks, schedule conflicts, or resource scarcity and plan proactively to mitigate them. For example, a dashboard showing overdue tasks and pending approvals can help them identify where a campaign is getting held up and who needs to take action.

• Marketing analyst: A marketing analyst is responsible for analyzing marketing performance data and providing insights to inform and improve the current marketing strategies. Analysts would benefit from using unified marketing dashboard tools that provide relevant, curated metrics aligned with the organization’s goals.
• Search engine optimization (SEO) manager: An SEO manager is responsible for improving a company’s search engine rankings and online visibility. These marketing professionals would benefit from a dashboard tool that provides drilled-down metrics on website traffic, search engine rankings, and backlink analysis. This would help them identify opportunities for improvement and optimize their SEO efforts to achieve set goals.
• Digital marketing manager: A digital marketing manager uses a dashboard to compare performance across website activity, social media, email marketing, and paid advertising. Seeing these results together helps them assess which channels are contributing to campaign goals and where to adjust their approach.

A marketing dashboard should include the metrics most relevant to your marketing goals and the work you manage. A marketing dashboard would typically include a selection of the following:

• Website performance: A web analytics dashboard can show website traffic, bounce rates, time on site, and other relevant metrics. 
• Traffic sources: You’ll especially want to track the traffic sources driving visitors to your website, including social media, organic search, and paid advertising.
• Social media metrics: Instead of focusing solely on follower counts, ensure you have a dashboard widget to track the effectiveness of calls to action (CTAs).
• Conversion funnel: You can track leads, opportunities, and won deals to understand how prospects move through the customer journey toward a purchase. If this data is stored in a CRM such as Salesforce, check that your dashboard tool supports the integration or import you need.
• Digital ad information: Digital marketers can track pay-per-click (PPC) advertising campaigns and monitor performance changes. This allows marketers to spot trends or successful ads and optimize them.
• Email marketing information: Marketing dashboards can also include email marketing metrics, including open, click, and unsubscribe rates.

You can build a marketing dashboard using several types of tools. The right choice depends on the information you need to bring together and how your team plans to use it. Two common approaches are:

• Custom dashboards: Build your own reporting view in a spreadsheet or a visualization platform such as Tableau or Looker. You can organize data from different sources around your goals, using manual imports or configured connections to keep it up to date.
• Dashboards within marketing tools: Email platforms, social media tools, and CRMs often include dashboards for the activity they manage. An email dashboard might report on clicks and unsubscribes, while a CRM shows leads and sales opportunities.

These built-in dashboards are useful for monitoring specific activities, but reviewing them separately can make it difficult to see how the overall campaign is progressing. A consolidated dashboard can help your team see relevant information together and decide where to focus.

If your team needs a shared view, look for a tool that consolidates the information you need and lets you customize its display. Check which data sources it supports, how often the information refreshes, and whether users can easily find what matters to them.

A platform with flexible dashboards, such as Wrike, can help centralize campaign oversight by consolidating work from multiple projects into a single place.

Marketers can monitor assignments, track deadlines, and identify work awaiting approval without having to collect separate updates from each team. For external channel metrics, confirm which integrations or data imports your reporting setup requires.

Wrike also offers templates for marketing teams to help organize campaigns, giving teams a starting point for managing the work they want to track in their dashboards.

How do you build a marketing dashboard that really works for you? It’s a common question for many marketers who want to get the most out of their data. Let’s consider the steps involved in creating a marketing dashboard:

What do you want your marketing dashboard to do for you? This is the first question you should ask yourself. 

• Do you need to track the effectiveness of your digital marketing campaigns? 
• Do you want to build a marketing funnel? 
• Do you want to track data from Google Analytics?

By determining your marketing objectives, you can decide which key metrics to include in your dashboard. While marketing analytics and metrics help marketers understand their target market, campaign success metrics, and nuances in customer relationship management, it’s also important to visualize these numbers. 

That’s where your marketing dashboard comes in — it helps you bring all this valuable data together in one place.

Start by identifying where the data for each marketing metric lives. Consider how frequently you need updates and who will maintain the dashboard. Then choose an approach that fits:

• A spreadsheet can work for a small set of metrics that you compile and review periodically.
• A visualization platform such as Tableau or Looker can suit more detailed reporting, with the appropriate data connections and setup.
• A work management platform such as Wrike can help you track campaign delivery and coordinate the work behind it through flexible dashboards.

Before committing to a specific tool, check whether it supports your required data sources and whether connections incur extra fees or require technical support. 

Start by grouping similar metrics. For example, you could put all your social media marketing data in one section. And don’t forget about visual aids — charts, graphs, and other visuals can make your data much easier to digest at a glance.

Place your most important metrics at the top. A lead generation dashboard might begin with qualified leads and cost per lead (CPL), followed by a breakdown showing which channels produced those results.

Include targets or previous-period comparisons so readers can judge performance. Choose visuals that match the question: a line chart can show how leads change over time, while a bar chart can compare results by channel.

Now that your dashboard is up and running, what’s next? It’s time to make it your own, truly. Customize it to fit your specific needs by adding new widgets, tweaking the layout, or pulling in more data sources. And remember, your dashboard isn’t set in stone — regularly review and refine it to ensure it continues to deliver valuable insights that align with your marketing goals.

Before sharing it, compare a few figures with their original sources. Check that the date ranges and metric definitions match, and confirm how often the information refreshes.

Once your team starts using the dashboard, ask which information helps them make decisions and what’s missing. Remove unused widgets and adjust the view as campaign priorities change. Assign someone the responsibility for keeping it accurate and relevant.

Wrike’s marketing dashboards gather everything teams need to succeed in one place. This includes plans, assignments, progress, analytics, and more. Marketers can deliver successful marketing campaigns with effortless cross-team collaboration, using Wrike as a single marketing management platform with secure and shared dashboards for campaign management, document and asset production, and performance insights.

Creating a marketing dashboard with Wrike is simple. Follow the steps below, and you’re well on your way to managing your marketing projects visually and with a clear structure. 

You can create a dashboard by selecting a widget or starting with a template. You’ll need space admin rights and a plan that supports dashboard creation. Follow these steps from Wrike’s dashboard creation guide.

1. Open the space where you want your dashboard to live.
2. Use the + button beside Tools in the sidebar, then choose Dashboard.
3. In the window that opens, select the widget type you want to use. Wrike creates your dashboard with that widget.

Marketing dashboard templates provide a starting layout you can adapt to your team’s reporting needs by simply:

1. Navigating to the space or tool folder where you want to create the dashboard.
2. Using the + button beside Tools and choose Dashboard.
3. Opening the Templates section and select a template that fits your needs. Wrike creates a dashboard from your selection.

That’s all you need to know to begin creating a marketing dashboard for your marketing team’s needs. Whether working on only one organization’s marketing campaigns or managing multiple brands and shifting KPIs, using a personalized marketing dashboard empowers you to see and accomplish more in less time.

Are you ready to create a marketing dashboard that puts your organization’s goals and metrics front and center? Get started with a two-week free trial of Wrike today.