What is a Marketing Dashboard?
A marketing dashboard tracks, gathers and displays all the pertinent metrics and KPIs for the marketing campaign you are running for your clients. A dashboard like this keeps you informed of every detail so you can make adjustments to your marketing strategy as needed for maximum success.
Why You Need One
Imagine a world where you could track every single important metric for your marketing campaigns without needing to bounce between multiple tools and accounts. How much would that revolutionize your workflow and maximize your efficiency? Well, you don’t have to imagine a world like that, because the AgencyAnalytics dashboard brings that idea to life.
This performance dashboard compiles all of your important high-level marketing data and displays it in a single view. It's the best way for your agency to present data to clients. The dashboard can also help you understand why your campaigns are underperforming. When you can track each metric simultaneously, you can compare them to one another in order to find out what’s working well or what needs attention in an instant.
If you prefer to report to clients with a snapshot, instead of a live-feed, be sure to check out our marketing report template.
The 9 Sections Included In Our Template
1. Form Submissions (or Leads)
When a potential customer completes and submits one of your website forms—typically a contact or quote form—they then become an official lead. Tracking how much lead generation your campaign is creating gives you a quick insight into how well your ads and calls to action (CTAs) are performing. A high number of leads means your ads and CTAs are performing well while a low number can indicate that something is wrong, whether that be an uncompelling offer, a flimsy CTA or even poorly-executed ads.
While measuring form submissions alone can help in its own way, it’s more essential to measure this metric along with the other metrics on your marketing dashboard. For example, a high number of leads with a really low number of conversions might mean you are reaching the wrong audience and you can then make adjustments to your ads.
The dashboard gives you a look at how many calls your client’s business is receiving, broken down by both missed and answered calls. It's pulled in via call tracking software like CallRail or Call Tracking Metrics. This can be a really helpful metric to track so you can ensure your client is also taking the appropriate steps to increase campaign performance.
You can also show how many calls were actually answered. If your client is missing 95% of incoming calls and you aren’t getting many conversions, this could spark a healthy conversation between you and the client.
On the flip side, if your client is answering most of the calls and you’re still experiencing lower conversions, it could be a good indication that your client’s sales techniques are off. Again, you’ll be able to start up a healthy and frank conversation with your client to serve their best interests using this KPI or your marketing reporting dashboard.
3. SEO Rank Changes
When you start your marketing campaign, you work with your client to determine which keywords to target. From then on, it’s necessary to see how well you are ranking for those keywords to determine how visible your client is to potential new customers. It displays a number that reflects your client’s SEO rank change across Google, Bing and Google My Business (local SEO). These keyword rankings are built in to AgencyAnalytics and don't require any other integrations.
When you can see a daily change in your client’s SEO rank across several search engines, you can make real-time adjustments to your keyword strategy. If your keywords aren’t performing well, it’s probably time to work on improving those rankings.
4. SEO Traffic (AKA Organic Traffic)
The amount of SEO traffic, also known as organic traffic, is the amount of visits to your client’s website through search engines like Google and Bing. This is also known as organic traffic because it wasn’t paid for and happens organically through the search engines. Simply put, a customer searched for one of the keywords you are targeting, found your client’s website and then visited the website.
When measured in conjunction with your SEO rank change, the amount of SEO traffic your client’s website is getting indicates how well your SEO strategy is working. If you aren’t getting any traffic at all, you know you either need to target different keywords or improve the website’s meta description to better attract customers.
What are customers saying about your client’s business? It’s always a good idea to keep an eye on customer reviews, and the AgencyAnalytics dashboard can do just that for you. The marketing dashboard shows you the number of reviews your client has on Google or on various sites across the web, like Yext and social media. It also displays your client’s average review score, which is almost more important than the actual number of reviews. This can be pulled in direct from Google or from a review monitoring system like Grade.Us.
If you’re lacking reviews, consider making one of your CTAs a request to leave a review. When you’re getting bad reviews, that’s a different beast altogether. You can communicate these bad reviews to your client, then identify the problem and come up with new marketing efforts to solve it.
6. PPC Spend
A pay-per-click (PPC) campaign is an integral part of any digital marketing campaign, and your marketing dashboard can keep track of PPC metrics, as well. One of these key metrics includes how much money you’re spending on your PPC ads from data sources like Google Ads, Facebook Ads, Bing Ads and more. Most of these platforms only charge you when someone actually clicks on one of your ads.
You’ll want to be sure your PPC spend is staying within the budget parameters you’ve set, of course, but there’s something else to consider with this KPI. If you’re not spending any money on PPC ads, it can mean that no one is clicking on your ads and you can then re-target your ads appropriately.
We also have a specific PPC dashboard if you're only reporting on PPC.
7. PPC Cost-Per Conversion
The PPC cost per conversion is a metric that tells you how much money you spend to get your client a new customer. This number is important because it helps you show your client that you’re spending within their budget.
If this number exceeds the average amount of money new customers are spending on your client’s products or services, you may actually be wasting the client’s money. This is an important number to have before starting any marketing campaign.
8. PPC Clicks
An essential part of every PPC campaign is measuring how many people are clicking on your ads. If you’re getting a lot of clicks, it means people find your client’s offer compelling. If you aren’t getting a lot of clicks, you can look at the other KPIs on your marketing dashboard and see if you can identify where the actual problem is.
The real-time dashboard will pull PPC click data from major advertising platforms like Facebook Ads, Google Ads, Instagram Ads and more. You can also delve in to what campaigns and ads are leading to the most clicks.
9. PPC Conversion Rate
The PPC conversion rate measures how many people are clicking on your ads and then purchasing one of your client’s products or services. This is obviously an important metric to measure and communicate to your client, especially if you’re focusing on conversion rate optimization (CRO). When you can show your client that the strategy you’re employing is improving the overall PPC conversion rate, you’ll continue to build more confidence and client satisfaction in your marketing performance.
If you aren’t getting a high conversion rate, it can mean a variety of things. For one, your client’s offer may not be compelling enough to new clients, a possibility made clearer if you’re also getting a low number of clicks. Another possibility is that there is a problem with your client’s landing page, especially if you’re getting a high number of clicks. Again, finding the correct solution to a problem with conversion rate is made easier with a marketing dashboard template like ours.