Check out in this article the most important metrics to analyze in the marketing dashboard and gain better digital marketing insights.
A well-designed marketing dashboard is an indispensable tool for any team of analysts today. After all, it provides a consolidated and easy-to-understand view of the metrics and KPIs (Key Performance Indicators) that are most relevant, allowing marketing professionals to track their campaign performance and make more assertive decisions.
However, with a plethora of data available, it can be challenging to determine which information should be included in an effective marketing dashboard, right?
That’s why in this article, we will explore 9 essential metrics you should consider when creating your dashboard, ensuring you have a clear view of sales funnel results and the ROI (Return on Investment)) of your marketing strategies. Follow along.
How to create an efficient marketing dashboard
Creating an efficient digital marketing dashboard requires careful planning and consideration of the specific needs of your team and the goals of your marketing strategy. Thus, it is important to consider the following points in the process:
- Define your objectives Before you start creating your dashboard, clearly define where you want to go with your actions. Assess which KPIs are most relevant to measure the success of your marketing campaigns.
- Select the appropriate metrics Based on the established objectives, select the appropriate metrics that will provide relevant information and are directly related to the results you wish to achieve.
- Choose a dashboard tool that offers robust dashboards, meets your data visualization and customization needs. Also consider integration with the platforms and analysis tools you already use.
- Plan the structure and layout of your dashboard in a clear and intuitive way. Prioritize the most important data and organize it so that the team can easily interpret the results and gain insights from them.
- Update and refine regularly the marketing dashboard. After all, as your strategies and goals evolve, it is important to update the panel to reflect these changes, ensuring that the metrics and KPIs remain relevant in measuring your performance.
Additionally, remember that a dashboard must be tailored to meet the specific needs of your team and your objectives. To do this, it needs to provide insights that are clear and actionable, helping you make informed decisions and optimize your marketing strategies.
Essential metrics to include in your dashboard
As we mentioned above, one of the most important steps in building a marketing dashboard is the selection of essential metrics to track. This is because they will be responsible for making the analysis more efficient and at the same time guiding the next steps of the project.
Thus, considering the funnel and the main channels used in marketing strategies, we have selected below the 9 metrics that can guide the structure of your control panel from site traffic to ROI. Let’s go.
1. Site sessions
The site sessions help to assess the traffic it receives and the trends over time, your online presence, and how decisive your campaigns are when attracting users to your pages.
Therefore, beyond just evaluating this data generally, it’s essential to understand which sources of traffic, such as organic search, paid media, and social networks, are more efficient in increasing the number of visits and where it’s more worthwhile to invest.
Another point to pay attention to is that in Google Analytics 4, sessions gain a new interpretation. This is because the tool takes into account the engaged sessions, which correspond to visits lasting more than 10 seconds, generating conversions or having two or more screen page views. In other words, it’s possible to go beyond accesses and focus on user interactions.
2. Click Through Rate (CTR)
Essential for digital marketing, the metric of Click Through Rate (CTR), or Click Through Rate, measures the effectiveness of a certain action, such as an advertisement, a link, or a call-to-action, in generating user clicks and directing them to an important page of the site.
That is, it indicates how attractive and persuasive a particular element is for the intended audience. While a high CTR is associated with engagement and interest, a lower result requires a detailed analysis of the materials used in ad campaigns, emails, CTAs, audience segmentation, and other factors that impact click attraction.
3. Cost Per Click (CPC)
Important for those investing in paid media, Cost Per Click (CPC) helps to assess the effectiveness and profitability of online advertising campaigns on Google Ads, Facebook Ads, or other ad platforms.
Thus, if you work with paid traffic, this is one of the essential metrics to have on your dashboard. Through it, you can adjust the budget and make informed decisions about where to invest your resources, identifying opportunities to reduce CPC through optimizations in audience targeting, keyword selection, and bidding strategies.
4. Engagement Rate
Also present across different channels, Engagement Rate or Interaction Rate allows you to understand the relationship between the actions performed, such as link clicks, video views, likes, comments, and shares, and the number of people reached on social media, whether through organic content or ads.
As a result, it becomes easier to monitor the level of relevance that your posts and advertisements generate for the audience, and define optimizations that help increase audience engagement.
5. Conversion Rate
Far beyond considering the total number of conversions generated through a campaign, it is essential to measure the Conversion Rate and the ability of a strategy to direct users to perform a desired action, such as making a purchase, filling out a form, subscribing to a newsletter, among others.
But to ensure it generates good insights it is crucial to clearly define what is considered a conversion in relation to your specific objectives. Only then will it be possible to identify improvement points in your actions and focus on what truly generates positive results for the business.
6. Leads captured
For those who work with inbound marketing, another metric that cannot be left out is the number of leads captured, also taking into account the funnel stage in which they enter your base. This will help better balance your actions in each phase and think about qualification strategies.
Also understand which channels have the most impact on capturing such as paid media, organic, or social networks. After all, this will provide insights to work more effectively with each of them.
7. Cost per Result
The Cost per Result (CPR) represents the average amount you pay to achieve a specific with your campaign, such as capturing a lead or making a sale. Thus, the results vary according to the campaign objectives and the type of business.
The lower the CPR, the more efficient and profitable the campaign will be. Additionally, this analysis helps identify which channels and strategies are most effective in obtaining valuable results for your business, such as paid ads, content email marketing, among others.
8. Sales made
Focusing on understanding the impact at the bottom of the funnel, the metric of sales made over the period will have immense value in the presentation of your digital marketing dashboard. Whether for ecommerce, SaaS, or other types of businesses with CRM, this data makes all the difference in understanding where these customers come from and the reach of the company’s final objective.
But beyond the total number of sales, it is essential to assess the conversion rate of opportunities into sales, which helps make better decisions regarding bottom-of-funnel strategies.
9. ROI
Finally, we have the metric of Return on Investment (ROI) that helps measure the financial return generated by a campaign or marketing strategy in relation to the initial investment made.
This way, this data allows you to compare different campaigns, channels, or initiatives to determine which is generating more results for the company. After all, a positive ROI indicates that the campaign has generated profit, and the higher it is, the better it will be for the business development.
When performing the calculation, you should consider both the costs and revenues related to the campaign or marketing strategy using the following formula:
- ROI = (Gain from Investment – Cost of Investment) / Cost of Investment
Take the opportunity to also read Return on Investment (ROI) of paid traffic campaigns: how to calculate
Create efficient marketing dashboards in seconds
As we said at the beginning of this article, besides knowing your objectives and the most important metrics to track in a marketing project, it is essential to have a tool to create and manage your dashboards efficiently.
Thus, to facilitate your process of creating dashboards and reports from digital channels, you can rely on Reportei. Through our platform, it is possible to capture complete data from various channels in just a few seconds, covering the bottom, middle, and top of the funnel.
In this way, the team and the client have an integrated view of all actions with templates that can be customized to meet the project’s needs and highlight the most relevant metrics. Additionally, you can record all your analyses in the automatically created dashboard, whether through text, images, or videos.
Take a free 3-day trial and see how Reportei can assist in more strategic analyses of digital marketing reports.
