{"id":65284,"date":"2026-02-05T09:00:00","date_gmt":"2026-02-05T12:00:00","guid":{"rendered":"https:\/\/reportei.com\/?p=65284"},"modified":"2026-02-08T10:22:54","modified_gmt":"2026-02-08T13:22:54","slug":"essential-metrics-to-include-in-your-marketing-dashboard","status":"publish","type":"post","link":"https:\/\/reportei.com\/en\/essential-metrics-to-include-in-your-marketing-dashboard\/","title":{"rendered":"Essential metrics to include in your marketing dashboard: from traffic to ROI"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">Check out in this article the most important metrics to analyze in the marketing dashboard and gain better digital marketing insights.<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A <\/span><b>well-designed marketing dashboard <\/b><span style=\"font-weight: 400;\">is an indispensable tool for any team of analysts today. After all, it provides a consolidated and easy-to-understand view of the <\/span><span style=\"font-weight: 400;\">metrics and KPIs (Key Performance Indicators)<\/span><span style=\"font-weight: 400;\"> that are most relevant, allowing marketing professionals to track their campaign performance and make more assertive decisions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, with a plethora of data available, it can be challenging to determine which information should be included in an effective marketing dashboard, right?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s why in this article, we will explore 9 essential metrics you should consider when creating your dashboard, ensuring you have a <\/span><b>clear view of sales funnel results and the ROI <\/b><b><i>(Return on Investment)<\/i><\/b><b>)<\/b><span style=\"font-weight: 400;\"> of your marketing strategies. Follow along.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to create an efficient marketing dashboard<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Creating an efficient digital marketing dashboard requires careful planning and consideration of the specific needs of your team and <\/span><a href=\"https:\/\/reportei.com\/en\/the-importance-of-goals-in-your-digital-marketing-plan\/\"><span style=\"font-weight: 400;\">the goals of your marketing strategy.<\/span><\/a><span style=\"font-weight: 400;\"> Thus, it is important to consider the following points in the process:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Define your objectives <\/b><span style=\"font-weight: 400;\">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.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Select the appropriate metrics <\/b><span style=\"font-weight: 400;\">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.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Choose a <\/b><a href=\"https:\/\/reportei.com\/en\/3-marketing-dashboard-models\/\"><b>dashboard tool<\/b><\/a> <span style=\"font-weight: 400;\">that offers robust dashboards, meets your data visualization and customization needs. Also consider integration with the platforms and analysis tools you already use.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Plan the structure and layout of your dashboard <\/b><span style=\"font-weight: 400;\">in a clear and intuitive way. Prioritize the most important data and organize it so that the team can easily interpret the results and <\/span><a href=\"https:\/\/reportei.com\/en\/gain-valuable-insights-from-your-dashboard\/\"><span style=\"font-weight: 400;\">gain <\/span><i><span style=\"font-weight: 400;\">insights<\/span><\/i><\/a><span style=\"font-weight: 400;\"> from them.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Update and refine regularly<\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">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 <\/span><i><span style=\"font-weight: 400;\">insights<\/span><\/i><span style=\"font-weight: 400;\"> that are clear and actionable, helping you make informed decisions and optimize your marketing strategies.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Essential metrics to include in your dashboard<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As we mentioned above, one of the most important steps in building a marketing dashboard is the <\/span><b>selection of essential metrics to track.<\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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&#8217;s go.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">1. Site sessions<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The<\/span> <span style=\"font-weight: 400;\">site sessions help to <\/span><b>assess the traffic it receives and the trends over time,<\/b><span style=\"font-weight: 400;\"> your online presence, and how decisive your campaigns are when<\/span> <span style=\"font-weight: 400;\">attracting users to your pages. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, beyond just evaluating this data generally, it&#8217;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&#8217;s more worthwhile to invest. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another point to pay attention to is that <\/span><a href=\"https:\/\/reportei.com\/en\/what-are-sessions-in-google-analytics-4\/\"><span style=\"font-weight: 400;\"> in Google Analytics 4, sessions gain a new interpretation.<\/span><\/a><span style=\"font-weight: 400;\"> This is because the tool takes into account the <\/span><b>engaged sessions,<\/b><span style=\"font-weight: 400;\"> which correspond to visits lasting more than 10 seconds, generating conversions or having two or more screen page views. In other words, it&#8217;s possible to go beyond accesses and focus on user interactions.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">2. Click Through Rate (CTR)<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Essential for digital marketing, the metric of <\/span><b>Click Through Rate (CTR), or <\/b><b><i>Click Through Rate,<\/i><\/b><b> measures the effectiveness of a certain action, <\/b><span style=\"font-weight: 400;\"> such as an advertisement, a link, or a <\/span><i><span style=\"font-weight: 400;\">call-to-action,<\/span><\/i><span style=\"font-weight: 400;\"> in generating user clicks and directing them to an important page of the site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">3. Cost Per Click (CPC)<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Important for those investing in paid media, Cost Per Click (CPC) helps to <\/span><b>assess the effectiveness and profitability of online advertising campaigns <\/b><span style=\"font-weight: 400;\">on Google Ads, Facebook Ads, or other ad platforms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">4. Engagement Rate<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, it becomes easier to monitor the<\/span><b> level of relevance that your posts and advertisements generate for the audience,<\/b><span style=\"font-weight: 400;\"> and define optimizations that help increase audience engagement.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">5. Conversion Rate<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Far beyond considering the total number of conversions generated through a campaign, it is essential to measure the Conversion Rate and the <\/span><b>ability of a strategy to direct users to perform a desired action,<\/b><span style=\"font-weight: 400;\"> such as making a purchase, filling out a form, subscribing to a newsletter, among others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But to ensure it generates good <\/span><i><span style=\"font-weight: 400;\">insights<\/span><\/i><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">6. Leads captured<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also understand <\/span><b>which channels have the most impact on capturing<\/b><span style=\"font-weight: 400;\"> such as paid media, organic, or social networks. After all, this will provide <\/span><i><span style=\"font-weight: 400;\">insights<\/span><\/i><span style=\"font-weight: 400;\"> to work more effectively with each of them.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">7. Cost per Result<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The Cost per Result (CPR) represents the <\/span><b>average amount you pay to achieve a specific <\/b><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">8. Sales made<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Focusing on understanding the impact at the bottom of the funnel, the <\/span><b>metric of sales made over the period<\/b><span style=\"font-weight: 400;\"> 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&#8217;s final objective. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">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. <\/span><\/p>\n<h4><span style=\"font-weight: 400;\">9. ROI<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Finally, we have the metric of <\/span><b>Return on Investment (ROI)<\/b><span style=\"font-weight: 400;\"> that helps measure the financial return generated by a campaign or marketing strategy in relation to the initial investment made.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When performing the calculation, you should consider both the costs and revenues related to the campaign or marketing strategy using the following formula:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>ROI = (Gain from Investment &#8211; Cost of Investment) \/ Cost of Investment<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Take the opportunity to also read <\/span><a style=\"font-size: 0.875rem;\" href=\"https:\/\/reportei.com\/en\/how-to-calculate-the-return-on-investment-roi-of-paid-traffic-campaigns\/\">Return on Investment (ROI) of paid traffic campaigns: how to calculate<\/a><br \/>\n<b><\/b><\/p>\n<h3><span style=\"font-weight: 400;\">Create efficient marketing dashboards in seconds<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">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. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thus, to facilitate your process of creating dashboards and reports from digital channels, you can rely on <\/span><a href=\"https:\/\/reportei.com\/en\/\"><b>Reportei.<\/b><\/a><span style=\"font-weight: 400;\"> Through our platform, it is possible <\/span><b> to capture complete data from various channels in just a few seconds,<\/b><span style=\"font-weight: 400;\"> covering the bottom, middle, and top of the funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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&#8217;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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a <\/span><b>free 3-day trial<\/b><span style=\"font-weight: 400;\"> and see how Reportei can assist in more strategic analyses of digital marketing reports.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":65291,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1141,4031,3947],"tags":[3720,972],"class_list":["post-65284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-data-analysis","category-digital-marketing-2","tag-analytics-en","tag-digital-marketing"],"_links":{"self":[{"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/posts\/65284","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/comments?post=65284"}],"version-history":[{"count":2,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/posts\/65284\/revisions"}],"predecessor-version":[{"id":65298,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/posts\/65284\/revisions\/65298"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/media\/65291"}],"wp:attachment":[{"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/media?parent=65284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/categories?post=65284"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/reportei.com\/en\/wp-json\/wp\/v2\/tags?post=65284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}