Marketing Dashboard: Definition & How It Can Help Your Business

Christine Mereynis, Marketing Manager
What is marketing dashboard

Marketing dashboards can provide plenty of valuable insights for your business's successful development and growth. They can offer some iIn this post, we’ll explore what a marketing dashboard is and how it works, the major types of marketing dashboards, and the key metrics they can track to bring the most value to your business in particular. Integrio, a professional digital marketing software development provider, will share its extensive expertise in marketing dashboard solutions creation across multiple industries.deas for the products and campaigns, help review their performance, and set up new business goals.

In this post, we’ll explore what a marketing dashboard is and how it works, the major types of marketing dashboards, and the key metrics they can track to bring the most value to your business in particular. Integrio, a professional digital marketing software development provider, will share its extensive expertise in marketing dashboard solutions creation across multiple industries.

What is a Marketing Dashboard?

A dashboard refers to a visual representation of the essential data. It provides real-time insights with the help of various analytics tools, data points, and metrics within just a few clicks.

So, what is the definition of marketing dashboard? This software solution collects data from various marketing channels into a single system. It allows users to track the performance of multiple marketing KPIs and metrics. Also, they provide users with a better understanding of the overall marketing strategy performance, as well as its separate segments.

In most cases, leveraging marketing dashboards means that businesses will have complete control of the required metrics in real time. Also, they can analyze their historical performance from hourly, daily, weekly, or monthly perspectives.

As you can see, the marketing dashboards definition is quite broad. Such systems are extremely versatile and can be applied across various industries. For example, there is a large selection of ready-made dashboards in healthcare, eCommerce, social media, hospitality, software development, and many other fields that need a proven solution for tracking and managing of marketing performance.

As our experience in digital marketing software development suggests, more and more businesses are considering investing in a custom marketing dashboard solution. In such a way, they get higher personalization and better control over marketing and sales operations.

What Data Can The Dashboard Show?

While setting dashboards up, businesses are free to configure the data flow and metrics as they see fit. However, they surely include some must-have components regardless of the specifics of their marketing objectives:

  • Customer Behavior Metrics – allow to identify the major preferences, current trends and needs of your target audiences based on the various parameters (average time on site, popular products and a number of transactions, cart abandonment rate and so on).
  • Buying Habits Analysis – gives a better understanding of what the shoppers want or need when visiting your site.
  • Forecasting & Predictions – the AI and ML-powered algorithms implemented in a custom marketing dashboard allow business owners to get more accurate predictions about the future website and business performance, which is exceptionally important for more profitable business decisions.
  • Sales Performance – gives a better understanding of the impact of various marketing efforts and strategies (seasonal sales, special deals and events) on the business revenues and transactions change.
  • Leads and Conversion Rates – helps to estimate the profitability of the traffic channels, as well as evaluate the marketing efficiency.
  • KPIs – enable a better understanding of the progress in terms of the particular objectives set and determine the overall effectiveness of your business’ marketing and sales efforts.
  • Marketing ROIs – allow evaluation of the efficiency and profitability of your marketing strategy for the website.

Other metrics usually covered include purchase funnel performance, social media metrics, goal completion rates, lifetime value, customer acquisition cost, and so on.

How Using a Marketing Dashboard Can Boost Your Business?

Having reviewed the marketing dashboard definition, we can now get deeper into the advantages of this software solution for your business. Below are some of the most important benefits of dashboards.

How using a marketing dashboard can boost your business?
  • Strengthening the Marketing Strategy

    Marketing dashboards cover all the essential metrics to make the most profitable decisions for your business. This tool enables making the right choices related to your marketing tactics. You can work on the continual improvement of your strategy to reach your objectives faster and more efficiently.

  • Optimizing the Data Analysis & Forecasting

    Another great benefit of marketing dashboards is the ability to process large amounts of relevant data and perform complex analyses. Your team can access up-to-date metrics, generate custom reports, and employ AI-driven forecasting based on particular performance parameters, which greatly benefits the marketing efforts.

  • Improving Business Development & Growth

    Finally, the website’s analytics and data-driven performance reports can bring a huge boost to business development. A single system can provide valuable insights for various departments, from management and accounting to sales and marketing. Thus, every team member can contribute to the overall business profitability and development.

The Most Common Types of Marketing Dashboards

So far, we have outlined the basics of marketing dashboard definition in business. Different types of marketing dashboards are used for different purposes. Here are some of the most popular ones:

eCommerce Marketing Dashboards

This type of dashboard gives a detailed overview of the eCommerce business performance, covering its day-to-day activities, marketing strategy and traffic channels, goal completion performance, revenues, and so on. Based on the data received, business owners can come up with the most efficient and profitable decisions across a variety of eCommerce development segments: sales improvement, brand establishment, audience engagement, and so on.

Social Media Marketing Dashboard

While for most users, social media has become an integral part of their daily routines, marketing specialists will agree that the platforms like YouTube, Instagram, Facebook, or TikTok are the hidden gems that can empower your marketing efforts in many ways.

Targeted on the specifics of a particular social platform, such a dashboard can provide tons of different insights that benefit the business's successful development and sustainable growth. For instance, marketers can identify the buyer persona and measure the audience engagement, preferences, and needs across various platforms, which helps better target different users. Moreover, leveraging different data from social networks allows businesses to improve their brand visibility, easily connect with their audience and measure the efficiency of different social media campaigns.

Marketing Performance Dashboard

This dashboard mainly focuses on lead generation and web analytics performance, helping to identify the progress on particular goals. Some parameters commonly used in marketing performance dashboards are KPIs, traffic performance, ROI, goal completion, etc.

Digital Marketing Dashboard

A master dashboard displays the overall performance of different online marketing campaigns, including their key metrics, budgets, goals, and statistics, and the efficiency of the particular stages of these marketing projects. Typically, the campaigns covered in the digital marketing dashboard include social media, SEO, email marketing, paid search, and others.

Web Analytics Dashboard

It includes all the parameters of your website, helping marketers to understand the historical changes and current state of affairs. Some essential parameters tracked at the web analytics platform are the number of users and leads, bounce rate and session duration, average pages per visit, and eCommerce performance.

SEO Analytics Dashboard

Search engine optimization dashboards mainly focus on the site’s performance from different perspectives, covering organic, direct, referral, paid, or affiliate traffic. It provides various insights related to the site’s ranking on search, helping to determine how well the site works, and track the keywords and conversions it generates in static and dynamic perspectives.

Enterprise Marketing Dashboard

An enterprise marketing dashboard is a universal tool for executives and management specialists and an immediate visual representation of key metrics and KPIs. Usually, this enables tracking and monitoring the performance of your business across different departments and operation fields, giving you a timely awareness of the issues and a bunch of insights on how these can be resolved.

For example, some metrics tracked include performance across different social networking channels, basic information about the target audience, sales funnel statistics, and many more.

Agency Marketing Dashboard

This dashboard is designed specifically for enterprises offering marketing services for clients across multiple niches. Depending on the use purpose, such software can track the performance of different campaigns for a particular client with no switch between the platforms and accounts required.

Additionally, marketers can create a custom solution to analyze the overall agency’s performance, set up goals, and develop data-driven decisions to improve business development.

4 Steps to Build Custom Marketing Analytics Dashboard

So, we’ve covered the potential benefits of an analytic dashboard. It’s the right time to discuss how to create custom analytics dashboard for your business. Below, our best development experts have shared the universal guide for launching the marketing platforms that will ideally work for any business.

  • Step 1: Set Up the Objectives & Determine Your Needs

    First, the dashboard design planning starts with a comprehensive analysis of the needs of a particular expert. Depending on the end-user requirements, you’ll be able to come up with the type and use purposes of the dashboards, as well as what segments to include in the system’s structure.

    For instance, social media marketers need a dashboard that consolidates the device and mobile metrics from multiple platforms such as Twitter, Facebook, Instagram, YouTube, LinkedIn, and others. Similarly, ad managers will mainly focus on the paid search performance data. At the same time, SEO experts will require advanced website performance analytics dashboards to build a powerful digital strategy to help your business develop and grow.

    Additionally, it’s essential to count on your business objectives and determine what goals this marketing tool should help with. This might include: improving digital presence, increasing revenues, empowering paid search/social media performance, boosting the site’s SEO strategy, and many more.

  • Step 2:Outline the Marketing KPIs

    Based on the selected marketing strategies, the next step in building dashboard for analytics requires setting up the KPI metrics for each program or campaign. It allows you to track and determine the effort of your marketing team. Also, you can assesss the performance of each strategy and its efficiency.

    For this reason, tailor the analytics dashboard to the personalized KPIs for each marketing campaign, depending on the specific objectives they set under each campaign. As an example, here are some of the KPIs to consider for different marketing segments:

    • SMM (engagement, reach, leads, and customers)
    • SEO (organic traffic, leads, sales, bounce rates, CLV)
    • Email Marketing (open rates, CTR, conversion rates, list growth rates)
    • Ad Campaigns (impressions and reach, clicks, revenue per client, CTR)

    To make the most of your dashboard marketing platforms, it’s recommended to consult with your marketing team about what challenges they have and what tools can help them to improve their marketing efforts.

  • Step 3: Define the Data Source & Visualization

    Once you decide to create marketing analytics dashboard, the essential aspect to consider is your data sources. Today, analytics dashboards can effectively export website and social media data, email marketing statistics, and many other sources, consolidating it within a single platform to easily track the performance of marketing efforts.

    We recommend considering the most relevant data sources that might be helpful for your marketing efforts based on the metrics that matter. This will help ensure you’ve covered all the required sources perfectly.

  • Step 4: Consider the Data Visualization Tools

    One of the golden rules in how to make marketing analytics dashboard is to choose the most efficient method for data visualization. Depending on the data compared, some of the methods you’ll want to consider are bar charts or column charts (for values), tree maps (hierarchies or relationships), pie charts (for percentages of total), time series (historical changes), and so on.

    Don’t hesitate to experiment with the visualization approaches to find the most convenient and efficient one for your marketing objectives.

Essential Metrics of the Analytics Dashboard

To provide maximum performance, a marketing dashboard should cover all the required metrics and tools marketers need to strengthen their digital strategy. In most cases, these include:

  • Website Performance Analytics

    Sessions, users, bounce rates, time on site, new visitors, and average pages per visit – all the metrics required to evaluate the website’s performance on the web.

  • Traffic Sources

    By thoroughly tracking the paid advertising and direct traffic, referral and social traffic, and of course the organic search performance, marketers can see the most prospective sources that drive visitors and prioritize the channels accordingly to drive the best results.

  • Conversion Funnel Analytics

    This section allows users to track the leads, wins, and performance of eCommerce concerning the marketing strategy implemented.

  • Social Media Performance

    The most important social media metrics, according to Hootsuite, include reach, impressions, engagement rate, CPC, conversions performance, ESAT score, NPS, and related tracking parameters that evaluate the effectiveness of the social media channels.

  • Digital Ad Performance

    Allows tracking of the real-time performance of the paid search campaigns launched, understanding the current trends and ad performance to uncover the ways for its optimization.

  • Email Marketing Analytics

    If the business is actively investing in email marketing strategies, the key metrics to be covered in a dashboard should include the CTR, conversion rates, bounce rates, open rates, list growth rates, and unsubscribe rates, which according to Hubspot, are a must-have for tracking.

    Above is the list of basic parameters to consider when building a dashboard for analytics. However, the final decision on which metrics to include will mainly depend on the business objectives and needs, its industry focus, and target audiences as well.

    With a custom analytics dashboard, you’re free to implement all the required features for your efficient marketing analytics. What is more, the flexibility of this solution allows for modifying the dashboard parameters to ideally fit the existing business needs and its new objectives.

Build a Custom Marketing Dashboard Solution with Integrio

Being a leading outsourcing software development provider in Poland, Integrio has years of experience delivering high-end AI and ML development services, business dashboard projects, custom CRM development, and many other solutions across different industries.

So far, we have successfully delivered over 200 projects of different scopes and complexity. Our expertise covers the latest technologies and development approaches. Thus, we deliver the most efficient and profitable outcomes to each client. You can always check our latest case studies in our extensive portfolio.

For instance, one of the projects our team has recently completed is Mobiry. This AI-powered product helps businesses to enhance customer loyalty through a deep analysis of business performance and customer behavior.

Another great project is BioNimbus. This solution helps track consumers’ emotional contact by analyzing GSR (galvanic skin response), EEG (electroencephalogram), and eye-tracking data.

Regardless of the challenge you’ve faced, rest assured that our experts will deliver efficient and profitable solutions to fit your business needs. Want to get started? Contact our team and discover the most suitable digital solution for your business and how to integrate it into your processes!

Final Thoughts on Marketing Dashboard Definition in Business

Leveraging different data is one of the key ways to enhance the competitiveness of your business, improve its revenues, drive new leads, and deliver outstanding client service. By the description of the marketing dashboards meaning and potential, we hope to convince you that this technology can greatly enhance your business processes in many aspects, including marketing.

With a custom marketing dashboard solution, businesses can successfully perform complex information analysis and simplify data interpretation to make faster and more accurate decisions. Consider creating a platform that can perfectly fit your business in any aspect!


If you have a team ready to build a custom dashboard solution for your business, the key points to consider are as follows: key objectives and KPIs of your marketing strategy, dashboard type and data sources, major metrics it should cover, and the preferable data presentation/visualization models.

Marketing metrics are the monitored values that allow you to measure the performance and trends in marketing campaigns. A marketing dashboard refers to a system that helps to track a large set of metrics to get a better understanding of your marketing efforts' progress.

Marketing dashboards are mainly used by webmasters and digital marketers who need a real-time visualization of the site’s performance and health. However, the simplicity and versatility of marketing dashboards allow its smooth and effective usage by any team member, including top managers and business owners.

Yes! The dashboard definition in marketing has clearly indicated the great potential of this tool for the business’s successful development and growth. Once implemented, it can provide a bunch of valuable insights and improvement ideas that can enhance your marketing efforts and overall business performance overall.

Before we reveal the guide on how to build analytics dashboard, let’s briefly review the advantages of implementing these tools into your digital marketing strategy. Overall, the potential benefits of implementing dashboard analytics include:

  • Time-Saving and Cost Optimization – The AI and ML-driven data analysis help to significantly enhance the workflow and access all the required information in a single platform.
  • Real-Time Data – Marketers get up-to-date information on customer behavior, website traffic, leads, and other important KPIs.
  • Improved Decision-Making and Forecasting – With tons of data generated automatically, marketers can make more effective decisions on improving the marketing campaign and enhancing the business performance as well.
  • Advanced KPI Monitoring – A marketing dashboard can provide a better understanding of the achievements and problems of the marketing strategies applied, helping businesses to constantly develop and improve.

To build dashboard for analytics, the essential aspects to consider are business goals and objectives, marketing strategies and their core KPIs, information sources and unification, and data visualization and its successful integration.

An analytic marketing dashboard is a data visualization tool that displays the most relevant information required to keep track of key marketing metrics and achieve various marketing objectives.

The basic things to consider to build a functional and effective marketing analytics dashboard include your target audience, key KPIs and metrics, data sources, and dashboard types. Of course, you’ll also need to develop a software solution (either ready-made or custom analytics dashboard) that will efficiently help you get all those aspects covered within a single interface. If you want to quickly launch an efficient dashboard analytics solution, feel free to reach out to our team. We are always ready to provide the most relevant digital marketing solution that can empower your business performance from day one.


Marketing Dashboard: Definition & How It Can Help Your Business What is a Marketing Dashboard? What Data Can The Dashboard Show? How Using a Marketing Dashboard Can Boost Your Business? The Most Common Types of Marketing Dashboards4 Steps to Build Custom Marketing Analytics DashboardEssential Metrics of the Analytics Dashboard Build a Custom Marketing Dashboard Solution with Integrio Final Thoughts on Marketing Dashboard Definition in Business FAQ

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