What Is a Digital Marketing Dashboard?
A digital marketing dashboard enables you to measure the overall campaign performance without the need for complicated tooling. With this dashboard, you’ll be able to track important metrics like cost, SEO rank, conversion rate and online revenue with ease to better understand the ins and outs of your digital marketing campaigns.
Why You Need One
Digital marketing campaigns are made up of several different aspects, each of which you need to track and report to your clients. Tracking multiple KPIs at once across several different accounts and platforms can get too complicated too fast, especially if you aren’t constantly on your toes.
This useful marketing tool helps you keep all your ducks in a row with each marketing campaign you’re running for each one of your clients. As key metrics like conversion rate, revenue and cost fluctuate, you can more easily identify trends and make the necessary adjustments to ensure your campaign’s success.
This dashboard is real-time! If you'd like to send snapshots to your clients check out our digital marketing report template.
10 Metrics Included In Our Template
1. Goal Completions (Conversions)
As it is with each kind of marketing campaign, one of the most important KPIs you can measure is the number of business goals you complete throughout. This is also known as conversions. You set what is considered a conversion in Google Analytics, from a customer filling out a form or a customer purchasing one of your products on your e-commerce shop.
It’s important to track against the goals you’ve set with your client as a general measure of your marketing performance. And while this number is helpful in and of itself, it can also be incredibly helpful when compared to other KPIs in the campaign. For example, if your goal completions are minimal, you should take a look at the other metrics to see if you can identify where the campaign can be improved.
2. Online Revenue
As with any kind of marketing campaign—whether online or offline—it’s absolutely essential that you track how much revenue is coming in as a direct result of the campaign. Our digital marketing dashboard template gives you a quick look at how much money the campaign is earning, which you can then include in your marketing reports to your client.
This can be a crucial KPI in building your client’s confidence in your marketing abilities or in identifying where you can do better. If you’re meeting or exceeding your client’s revenue goals, you can happily report your progress. If not, you can take this time to identify where you can adjust your strategy to better achieve you and your client’s goals.
3. Web Traffic (Sessions)
Tracking the number of people visiting your client’s website tells you how well several key components of the campaign are performing. For starters, this KPI can indicate how compelling your client’s offer is. It can also indicate whether or not you’re targeting the correct demographic. And finally, the number of sessions your client’s website receives can also show how effective your ads’ call to action (CTA) is.
Our digital marketing reporting dashboard pulls this data from across all traffic channels so you get a big picture view. This is done via Google Analytics.
4. Conversion Rate
While similar, the conversion rate KPI is a little different than the goal completion KPI. Instead of just tracking the number of customers converting, the conversion rate gives you a look at how many people are converting compared against the total number of people visiting your client’s website. This metric is measured in the form of a percentage: the number of conversions divided by the number of total web sessions.
This percentage is perhaps more indicative of the campaign’s success than any of the marketing metrics above because it accounts for a combination of two other KPIs. For example, if your conversion rate is low, you might infer that you’re targeting the wrong audience, but doing well at attracting them to your client’s website. This specific kind of analysis allows you to make more strategic adjustments to your campaign.
5. Links Published (SEO)
An essential facet to search-engine optimization (SEO) is backlinking, or links on other websites that lead back to your client’s website. These are also called inlinks or inbound links. AgencyAnalytics allows you to list the links that you've built throughout your SEO campaign. It makes it super easy to report to clients what you've been doing.
This metric on your analytics dashboard displays the exact number of backlinks you’ve built during your campaign. If you’re struggling to increase this number, consider offering to guest post or blog for other relevant websites in your client’s industry. Or you can even outsource link building to another agency.
If you're offering SEO to your clients you should also take a look at our SEO dashboard.
6. Email Subscribers
Email marketing is an essential part of your marketing campaigns. Building a healthy email list has a variety of long-term benefits for your client, especially when it comes to connecting with new and existing customers.
In fact, you’re much more likely to get higher click-through and conversion rates with email campaigns over other avenues like social media. If your customer wants to build a robust email list, this KPI is an essential one to report to your client.
7. Email Opens
After building a good email list, you’ll want to track how many of those subscribers are actually opening your marketing emails that you send. This is a long-term metric to track, especially since email subscribers often open fewer emails as time goes on.
If you see a decline in the number of emails opened over time, you might have a problem. Perhaps you’re sending too many emails over a short amount of time. More likely than not, your emails aren’t interesting or engaging enough for your email subscribers. A decline in this metric provides you a unique opportunity to re-engage with your client’s customers.
8. Social Media Followers
When it comes to social media, there’s power in the number of followers you have. A higher follower count can mean that your client’s brand is really popular, and it can also mean that your marketing campaigns are helping drive more people to your client’s brand.
Different social media platforms gather different audiences, so you’ll want to track how many followers you have on each. The digital marketing dashboard tracks how many followers you have on each platform so you can know where to focus next.
9. PPC Cost
Pay-per-click (PPC) cost measure how much money you’re spending across all of your PPC campaigns. The dashboard compiles all of the data between data sources like Google Adwords, Facebook Ads, LinkedIn Ads and more. These platforms typically only pull from your allotted budget when someone who has viewed one of your ads clicks on it.
Throughout your campaign, make sure you are staying within your budget so you can appropriately report to your client what you’re spending on PPC ads. Just note that a low cost isn’t necessarily a good thing. This could indicate that people aren’t clicking on your PPC ads, which means you’re losing money overall. Also be sure to check out our PPC dashboard if you're tracking PPC.
10. PPC Conversions
If you’re running a PPC campaign within your overall digital marketing campaign, the number of PPC conversions you get are a quick indication of the campaign’s success. A higher number of conversions means that more people are clicking on your ads and buying your client’s products while a lower number means the opposite.
However, there’s more to glean from PPC conversions than you might think, especially when compared to other marketing KPIs. For example, you might be getting a high number of PPC conversions, but you might not be reaching as many potential customers as you could. Or, maybe you’re getting a low number of conversions, meaning your ads aren’t as effective as they could be. Whatever you learn from this number, you can communicate more clearly with your client when you have a clearer look at this metric.