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Your Complete Guide to Marketing Dashboards: Everything You Need to Know

Gyana

121 min • 22 June, 2021

Marketing analytics dashboards.

You’ve heard the term, and you’ve seen it everywhere. You’ve probably also heard of other modern business terms like ‘data’, ‘analytics’, ‘visualisations, and so much more. If you’re anything like many businesses, it can be hard to grasp what’s going on and what it all means.

This guide is here to help.

Throughout the following chapters, we’re going to talk through everything you need to know when it comes to marketing dashboards, including what they are and what they do, but most importantly, exploring what benefits and opportunities they can bring into your business.

Whether you’ve been thinking about using marketing analytics software, have started using one, or trying to figure out how best to use your existing one, this is everything you need to know.

What Is a Marketing Analytics Dashboard?

Let’s jump straight into the basics so we’re on the same page.

A marketing dashboard is a visual tool that modern businesses can utilise to gain insight into the behind-the-scenes goings-on. This is done using key performance indicators, which are more commonly referred to as ‘KPIs’, which are the key metrics you want to keep an eye on.

A dashboard makes it simple to monitor marketing stats that show precisely what a company has to do to make the best relationships with its customers. It will also show you custom data to quickly gain insights into the facts about your business that will enable you to make better, more informed business decisions.

However, there’s no one-size-fits-all when it comes to visual dashboards. The best kind of dashboard should be adaptable and flexible to each company’s specific marketing objectives, such as sales or reach, and so on.

Why Do I Need a Marketing Dashboard?

Since modern dashboards are so flexible and can be customised to suit your needs and objectives, there are basically endless reasons why your business should be using them. Let’s say you want to track how well a social media campaign is doing and how many sales or followers you’re gaining from your efforts. A dashboard can help you track your progress with a glance.

That's true across industries, but it's particularly relevant when you need to analyse the marketing performance of your company. What are the marketing channels worth investing into. You get the gist.

For example, let’s say you want to monitor how much of your budget you’re spending over the course of a year compared with how many hours your team is working. You can create a dashboard to show you just that. Here are some of the other ways a dashboard can benefit your business.

Planning

Whenever you’re moving on to a new project or idea, you should never take a shot in the dark and guess what you’re doing. Imagine how much time, money and other resources you could waste if it doesn’t pan out. Instead, give yourself the best chances of success by collecting data that can help you make the best decisions.

When it comes to planning marketing tactics, you want to:

  • know what are your bottom line objectives,
  • what are the main tactics you are going to use to achieve those objectives...
  • ...and which metric is the best to represent the outcome.

How many landing page visits do you need to get a hundred customers?

You have to apply that kind of mental process to each conversion until you have mapped the entire thing.

You will then be able revise your plan on a monthly basis, or even on a bi-weekly or weekly basis, if you have the capacity. But even once a quarter can be enough. Do what you can!

Decision Making

Dashboards don’t merely help with decision-making in the planning stage, but will help throughout your entire marketing efforts. Say you need to decide where your budget is going, how many hours you’re working, how much engagement you have across your social media channels; it’s all easy to observe with a dashboard.

Think about what you did for your planning. That single dashboard you created to help you figure out what you need to be successful is also an overview of the several customer journeys your potential clients will go through. Thanks to the fact that you mapped the whole thing, you can do behaviour segmentation, check activity levels, activity across websites, and from those, find what attracts quality visitors, and double down on those activities.

Are your prospects reading your emails more than clicking on your social media posts? Or the opposite? Or something else? The data will tell you what is working and what is not working, so that you can decide how to shift your marketing investment to achieve a better return on marketing.

Think of that kind of analysis as a continuation of your planning.

Collecting and Organising Data

With so many opportunities to get data these days, it can be hard to keep track of it all. From your email platform to your social media accounts to your accounting software and sales figures, there’s data here, there, and everywhere. Instead of trying to manage all these platforms and data sources, a dashboard makes it effortless to view everything in one place.

You want a single source of truth, a central location for your cleaned, reliable data, on a continuous basis. That means you need to know where your data is, how it flow between the different tools you use, how to prepare it properly, cleaning it, and do all those sometimes-complex operations required to actually visualise the right data. You could do that manually, copying and pasting stuff into Excel, or using a tool to help you out.

Presenting Data

Whether you’re presenting data to your boss, your team leader, your business' shareholders and investors, or your clients, a dashboard makes it easy to present your data in a straightforward and easy to understand way. This means you spend far less time figuring out what’s going on, and more time making real, actionable progress.

That's obvious: tables full of numbers are not as immediate as beautiful charts. An image is worth a thousand words, after all!

Typically, we talk about data visualization, or data viz for short, when we think about presenting data. Being able to showcase how things went and why is everything, and that's one of the main uses of data.

Data is clues you need to solve the mystery. Like a good murder mistery detective, first you collect clues, then you gather everyone around and expose the killer. In business, you first collect the data, then explain what it means to your colleagues/clients. You want to give each of your stakeholder a complete picture of the story that's important to them, the big-picture view over their area of interest (meaning: if you can, custom reports are always preferable).

Data visualisation is a massive topic, and we are preparing a specific blog post to cover all options and possibilities (there are dozens!). For now, check the visualisation features offered by the tool of your choice, because being able to present data clearly, quickly, and attractively will determine how easy and effective presenting data will be for you.

Another aspect to consider is how much automation is the platform capable of. Do you have to manually create or download a report weekly? Or will the tool automatically put together an updated report and send it over to you or your clients? Similarly to what you might already get from your cloud-based marketing automation platform.

What Should a Marketing Analytics Dashboard Include for Success?

Now, while data and dashboards are commonly used by businesses of all sizes around the world, there are plenty of options for actually piecing your dashboard together. How would it ever be possible to find the right platform to start on, since you can easily modify a dashboard to look and act according to your desires?

Well, there are several core features you better bear in mind when choosing a dashboard platform to get started on or when thinking about transferring your existing dashboard setup to a new provider.

Focusing on the Right Metrics

The absolute first question you must ask before you start designing a dashboard is this:

Who is your audience?

The audience entirely determines the type of information you include within your dashboard setup. It also determines how detailed your data representations will be. You’re creating a dashboard, not a theme park. It’s not intended to appeal to everyone, which is why you need the features to help you customise it to suit who you’re working with.

Long-term organisational goals, multi-department numbers, and overall KPIs for each function are typically included in a top-level management dashboard.

A typical strategic level dashboard might feature indicators like customer lifetime value, quarterly revenue growth, and market share.

When it comes to marketing, you may have an incredibly knowledgeable team about advanced metrics, or you may need access to relatively simple metrics at a glance. Some examples of these could be how many male and female customers you have and what age range they are so you know what kind of branding your next marketing campaign will have.

Effortless to Understand and Read

A good dashboard is one that even the “slowest” team member can understand. Don’t take this as an offence statement, but rather set it at your aim. The whole point of dashboards is to make things as easy as possible when working with vast volumes of data, and if you need to spend more than a few minutes trying to decipher an insight, the dashboard isn’t being used correctly.

However, don’t believe that this means your data needs to be simplified. Instead, you’re looking for a dashboard service or tool that can take incredibly complex data and transform it into a simplified version that can be understood easily.

The whole aim of the dashboard is to simplify it down to a single point where there is minimal room for human error.

When choosing a dashboard service, you’re going to want to be looking for features like being able to use attractive data visualisations that quickly convey the essence of the data. You need access to colours that are symbolic of the data, and their significance should be used.

For example, reds highlight dropping figures and greens to demonstrate good progress in a chart that shows a drop in income.

Some of the most frequent ways to represent data are lines, bars, and pies.

Feel free to expand beyond these few examples, but make sure you don’t sacrifice ease of understanding in the name of innovation. Everyone should be able to comprehend the numbers in a dashboard that is tailored to their needs.

Capable of Accessing Fresh Data

Most marketers hold the firm view that data should be as current as feasible when used for decision-making to minimise the risk of errors and obsolescence. In some cases, and for the best results, you’re even going to want access to data in real-time.

After all, what’s the point in using data for decision making that’s several months old? If it’s no longer relevant, you may as well not be using data at all.

However, that’s an intense scenario. Getting fresh data daily, monthly, or minute-by-minute is not always required or even practical. What’s more, the cost of obtaining such up-to-date data renders the entire idea financially unviable, but you do need to think about choosing a dashboard tool that enables you to update your data frequently.

Keep in mind the practical demands for each data point while designing a dashboard, and develop data sets based on these real, not imagined, needs.

Adaptable, Flexible Dashboards are Key

An excellent dashboard is one that can be updated as business demands evolve. When a dashboard provides users with not only big picture patterns but also the ability to dive deeper and understand the causes of those long-term trends, it has accomplished its goal. One of the significant requirements of a strong dashboard is the ability to filter numerous levels down into your data sources. The more concise you can be, the better.

Some features will allow users to annotate on dashboards in real-time and share them with other users for input is an intriguing and increasingly popular feature of dashboards, which is an incredibly excellent feature if you’re looking to boost opportunities for collaborative efforts.

Note: this was proven to be especially important in times like the COVID-19 pandemic when more and more team members worked remotely, and updates can be made in several locations at once. Having access to such features as reducing the risk of overlapping efforts or misinformation.

Modern-day dashboards have come a long way and have evolved from static graphs and charts to interactive bits of data that allow users to collaborate with other team members in real-time.

When creating a dashboard, keep in mind that some users may want to link it to the source data.

Some users may wish to remove data from specific dashboard sections, append new datasets to those areas, and analyse the resulting data from scratch. So, to make your dashboard and its components really helpful on a daily basis, allow them to be downloaded in the most common forms - XLS, CSV, and so forth.

What’s more, you’ll have the opportunity to create your own dashboards, use a professional service or solution (more on that later), or you can dive in and use a template to start creating your own, such as this free HubSpot marketing template.

If you’re able to keep all these features and considerations in mind when choosing your dashboard service provider, you’re setting yourself up for success from the very beginning.

Which Digital Marketing KPIs Should a Dashboard Include?

A key consideration. With dashboards being so flexible and versatile, you may be wondering what KPIs for marketing you have the opportunity to work with. You probably have some ideas, but this section is all about showing you what marketing-based dashboards are capable of offering once you found the right key marketing metrics.

Let’s get straight into it.

Website Traffic Sources

An essential way of tracking how people are discovering and coming to your website and what kind of experience they’re having once they get there. This metric is crucial for identifying keywords surrounding your business that will affect crucial practices like SEO.

Website Performance Data

You have a website, right? We're pretty sure you do! Measuring how many people visit your website, what do they visit, and what do they do after they visited, should be an absolute priority for you. After all, you need visitors to convert.

Website Performance Data is a group of metrics that will track measurements like users, sessions, page views, average bounce rate, average time spent on the website, most popular pages, and so on. Of course, the website is usually the central hub for any modern business, which is why you want to optimise it as much as possible.

Obviously, Google Analytics is one of the most common website analytics solutions chosen by companies, mostly because it's very powerful and free. And with the new version 4, GA is able to help with a bunch of hidden insights that were hard to uncover in GA3.

Monthly Revenue

Analysing the financial impact of marketing activities is no easy feat. There are some intangibles, as well as some indirect impact. Still, as marketing is about market-ing a product or service (it's in the name!), knowing how much the company sold is a first, solid metric to start looking at the commercial success of your operation.

The theory is that all your marketing, branding, and digital tactics will work together to improve the overall commercial results of the company. Therefore, Monthly Revenue is a fundamental metric to keep your eyes on. Being able to frame how your team is operating for your company is a sign of good marketing leadership. The thing that confuses many Board members, CEOs, Founders and so forth, is the abundance of options in marketing, while they are bombarded by other founders telling the magnificent stories of their ingenuous, viral marketing success.

Don't fall for that. Be practical. Being able to point to a number that shows how much money is coming in each period is a fantastic foundation for a kick-ass company.

Conversion Funnel Data

Conversion funnels are, effectively, user journey maps. They start from point A, and through a number of steps they reach point B, which is either a Won customer or a Lost customer. You have to drive the user from start to finish, nudging them into taking the next step in the journey. There's a chance they will do it, and a chance they won't. That's your conversion rate. Now, repeat that for each step of the way, and you have your list of conversion rates.

Let's recap. To create a conversion funnel you have to:

  1. Pick the most important result for the bottom line (Paid sub? Cart completion?...)
  2. Map as many customer journeys as you want, beginning from different starts (Facebook? GoogleAds? Email marketing?) but always reaching the same end (your bottom line metric, see above)
  3. Map each conversion rate so that each step has: entry volume in entrance, conversion rate, exit volume. Join them all, and your funnel is done!

A conversion funnel is a leading indicator for any digital marketing analytics dashboard since it displays how well you attract people to your website and then convert them into leads and paying customers. It's a great tool to show the marketing ROI from different sources of traffic.

If you are using Google Analytics, this might help. We wrote an easy guide on how to create a marketing dashboard with Google Analytics here.

Conversion Costs

Once you have your conversion funnel mapped, you can take it a step further and add the conversion costs. They are a crucial metric, because they allow you to compare your cost-per-conversion to typed-in targets or compare to the preceding month by deleting targets.

As a business, you will want to make sure you're getting the best conversion rates possible. We all know we can't spend more than we make. But how much can we spend, then? Conversion costs are needed to understand which type of marketing is costing you more money than results, and vice versa.

Remember: the above is not just for B2B marketing analytics. B2C, B2B2C, Direct to Consumer... every setup works in the same way when it's about spending money and making money. It might be cheesy, but probably because it's "supposed" to be obvious, it's often overlooked.

Advertising ROI

A specific case of conversion cost monitoring is looking at the return on your advertising. As we know, paid ads are a staple of many marketing managers, because they have a direct, short-term measurable impact (or at least, that's the hope!) on the company's bottom line.

Do them right, and your ROI will be positive (as a weak rule of thumb, 3:1 is good performance). Do them badly, and your ROI will be negative.

You can monitor the performance of your advertising efforts in near-real-time with platforms like Google AdWords, Microsoft Advertising, Facebook Ads, and so on. Digital ads are available on a multitude of platforms. Typically, there are four strands, with their own differences, pros and cons:

  • Search engine advertising
  • Display advertising
  • Social media advertising
  • Programmatic advertising

We won't go into detail now (that's for another blog post), but it's important to know that it's important that you know that to demonstrate revenue by campaign you must know where you are putting your money and where those campaigns fit into your broader strategy. Remember: marketing work in unison. The more coherent your separate activities are, the better the overall result will be.

Email Campaign Performance Data

Many metrics can come under this category to help you identify just how successful and how well optimised your email marketing campaigns really are. Under this heading, you’ll want to focus on metrics like your open and click-through rates, your unsubscribe rates, and your overall subscriber totals and their demographic information.

Social Media Data

Without mentioning social media, no digital marketing analytics dashboard would be complete. When you consider how much time you spend on your social media efforts and what kind of return you can get from a well-executed plan, then it goes without saying that these metrics, or even a dedicated dashboard, are essential.

You can track basic metrics to get you started, like how many followers you have, how many likes or engagements you’re attracting per post, how well your ads are performing, what kind of link click-through rate you’re getting, and so on.

It’s important to note that some of these metrics will couple up to form one dashboard, whereas others will be dedicated. For example, you may have a spending dashboard that tracks overall spending across all platforms and services you’re using. In contrast, you might have a dedicated social media dashboard that goes into social media specifics.

This is where your dashboards start to get more flexible, and you start creating them to suit your own needs. If you’re struggling for ideas, here are some to get you started:

SEO Dashboard

The goal is to keep track of key aspects of SEO for simpler administration. It’s beneficial if you’re working on numerous websites because it allows you to readily track your overall organic search reach, top landing pages, and most valuable keywords.

Social Media Dashboard

A Social Media Dashboard is a reporting tool that uses a single interface to track engagement numbers across numerous platforms. To build uniform metrics reports, social media dashboards pull data from Facebook, Twitter, Linked In, Instagram, and Pinterest.

Acquisition Dashboard

This is a recruitment metric where you’ll be able to track where you’re getting your top talent from, how you’re acquiring them, how much of your budget you’re spending on hiring and keeping, and how effective your recruitment process is. Those are actionable business insights that should help you improve your acquisition strategy.

Email Marketing Analytics Dashboard

These dashboards show crucial indicators that show the effectiveness and return on investment of your email campaigns. Open and click rates, as well as the number of leads generated, are examples of metrics that can be included.

This is a data-driven approach to email marketing, which involves tracking metrics connected with each campaign to evaluate what material resonates with their target audience and what content must be rethought to meet important business objectives, such as revenue.

These are just a handful of ideas of how you could get started, and you’re more than welcome to create your own, merge ideas together, or just create project-only dashboards for your upcoming projects. It’s really up to you and how creative our out-of-the-box thinking can be.

What is the Best Digital Marketing Analytics Dashboard software?

By now, you should be raring to go when it comes to making your own dashboard, which then begs the question, where do you begin?

Fortunately, it’s never been easier to create your own marketing analytics****dashboards due to the sheer number of data science software tools and applications out there that can do it for you. You could even learn how to create dashboards in Excel if that’s the route you wanted to take. While there are literally dozens, we’re going to share our top choice for visualising your data.

But, before we jump into the reviews themselves, here’s a little info on how this works so you don’t feel like you’re being bombarded with information that you don’t know what you’re doing with. Below, you’ll see this table with either a tick or a cross, but in this example, we’ll explain what every option means.

Cloud-Based?Is your preferred solution software you need to download onto your computers or networks, or can you access them from anywhere in the world since they’re functional from the internet?
Expert Set-Up Required?Can you set up your account and application yourself, or will you need help from the service provider or a trained expert who works for your business?
End-to-End Solution?Does your preferred application handle absolutely everything in the marketing dashboard process, or does it specialise in a specific task?
Available Templates?Are there visualisation templates you can use to visualise your data immediately?
Free Trial?Is there a free trial option available so you don’t need to commit to an investment straight away?
A Free Tier?Many services will offer staged premium tiers, so you only pay for what you need, but is there a free tier available so you can get started for zero cost?
General or Niche?Is the software or service specifically designed for an industry or business niche, or can any business or organisation use it?
A No-Code Solution?Do you need to know how to code in order to use the application, or is no code necessary?
Calculation Features?Can your preferred service make calculations in your data to deliver actionable insights?
Automatic Reporting?Will the service create automatic reports at the click of a button that will allow you to see exactly what’s happening within your business and, therefore, capable of making impactful decisions?
Automatic Data Refreshing?Does your connected data automatically refresh at some point in time, or does the service require manual refreshing?
Dashboard Functionality?Can you create and manage data visualisations dashboards within your desired service?
PDF Reports?Can you generate PDF reports to print out or send to people who need access to your data reports?
Natural UI Language?Is the user interface of your chosen service easy to use, easy to navigate, and intuitive?
Agency White Labelling?If you’re a marketing company working for clients, does the service provide white labelling features where you can impose your own brand’s identity?

Yes, this can feel like a lot to take in, but just take things one step at a time and see which criteria are important to you. Define what’s important and what’s essential, and you should be able to easily filter through the services below to find the one that’s best suited to your business and offers the features you’re looking for.

And with that, let’s jump into our list of the best marketing dashboards around. Here's the full list:

  1. Adverity
  2. AgencyAnalytics.com
  3. DashThis
  4. Funnel.io
  5. GreyMetrics
  6. Gyana
  7. Improvado.io
  8. Metricool
  9. Ninjacat.io
  10. Oviond
  11. QlikSense
  12. Reportz.io
  13. SiSense
  14. SuperMetrics.com
  15. TapClicks
  16. Whaly
  17. Whatagraph

1. Adverity

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?❌ But you can book a live demo with an advisor
A Free Tier?❌ Quote only
General or Niche?Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?✅ but varies depending on which workspace you’re looking at
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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Adverity is an end-to-end marketing analytics platform that helps data-driven marketing teams make better decisions faster and increase performance across all campaigns and channels. In terms of stats, this platform specialises in offering marketing insights that businesses will be happy to use when looking for new ways to make money, increase their influence, or become an authority in their niche.

It’s possible to create these insights in real-time thanks to automatic data integration that supports just over 600 sources, turning the data from said sources into rich data visualisations using AI-powered predictive analytics.

Use these insights to make data-driven business decisions, increased growth and a verifiable return on investment. This is by no means a small platform. IKEA, Red Bull, GroupM, Unilever, Omnicom, Barilla, JD Sports, and Forbes are among the companies and agencies that have relied on Adverity since its launch back in 2015.

The only real downside is that many customers believe it’s complex to use and wrap your head around, and a lot of the processes have many steps that might be great if you’re a massive internationally-operating business, but not as a small business or average user.

2. AgencyAnalytics.com

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $49 per month
General or Niche?Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?✅ but varies depending on which workspace you’re looking at
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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In short, Agency Analytics is a fantastic tool. It’s very easy to use and wrap your head around, and everything is crisp and clear that anybody can pick it up and use it fluidly in no time at all. Capable of integrating with over 60 unique data sources, including the big players like Twitter, Google Analytics, Google Ads, Instagram, and more, it’s no wonder this software is used by over 4,000 global companies, including the likes of Clearwater and Bonfire.

Customers particularly like this platform because everything is contained in one easy dashboard that you can access and see everything in one place. This is incredibly helpful for saving time and keeping things simple. Of course, you can customise this dashboard to suit your needs.

The only consideration you need to remember is that this application is predominately a marketing insights dashboard platform. This means the main focus is one marketing analytics from the integrative platforms, like social media. If you’re looking for more diverse data management that includes things like employee data and expenses, you’ll need a more well-rounded platform.

However, Agency Analytics excels at what it does.

3. DashThis

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $33 per month including 3 dashboards
General or Niche?Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?❌ Need to press the Refresh widget
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

your-complete-guide-to-marketing-dashboard-severything-you-need-to-know-review-03-dashthis.png

There’s no doubt that DashThis is one of the most popular marketing data visualisation platforms around that takes pride in its ability to make all your insight processes automatic and includes everything in one report. Basically, once your data is in the system, DashThis plans to take care of everything else until you’re left with an insightful report in your hands, and it doesn’t take long, nor does it do a bad job.

The software is used in over 122 countries around the world among 18,000 users and works with over 500,000 KPIs, making it one of the biggest data dashboard platforms in the world. That’s really all there is to it. When you’re looking for fast marketing reports capable of being white-labelled, DashThis is an excellent choice to consider.

Suggestion: make sure you have all the KPIs you need in a list before starting the trial, so that you can test if you can pull in all the data you want. In our tests, we had some Twitter metrics we couldn't find. Just double check!

4. Funnel.io

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at £319 a month
General or Niche?Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?❌ Focuses more on creating reports
PDF Reports?
Natural UI Language?
Agency White Labelling?

your-complete-guide-to-marketing-dashboard-severything-you-need-to-know-review-04-funnel.png

When you’re working with marketing data and trying to grab actionable insights, there are few end-to-end processes as capable as Funnel. The service is used by top industry leaders and companies like Skyscanner, Adidas, Trivago, and Samsung, which should give you an obvious idea that this service is capable and excels at doing what it does.

The service is capable of collecting data from over 500 unique sources, including top platforms like Mailchimp, Facebook, Stripe, YouTube, Google applications, Shopify, and so on. You can see all your insights and data in a report format that makes it easy to compare your efforts and results and turn them into actionable decisions with purpose and knowledge.

You can then export your data into PDF reports or onscreen dashboards. These dashboards are nowhere near as interactive or as feature-rich as some of the other platforms we’ve spoken about here, but that’s not really the point of Funnel.io. The main purpose here is to get all your data into one place and get it easy to manage. What you do with your resulting reports is up to you.

5. GreyMetrics

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Requires a quote to get started
General or Niche?Education, Healthcare, Ecommerce, Retail, and IT (Development)
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

your-complete-guide-to-marketing-dashboard-severything-you-need-to-know-review-05-greymetrics.png

GreyMetrics is known as being one of the most up-and-coming marketing dashboards and reporting services to hit the industry, and while it’s still relatively early days for the platform, that hasn’t stopped it from making waves among its customer base. With two pricing platforms for either one user (Individual) or more than one (Enterprise), it’s clear this application is mainly aimed at freelancers and small marketing businesses.

You’ll have access to all the standard features like unlimited reporting and dashboards and access to over 20+ supported integrations, which can feel very restricted compared to other leading platforms (such as those that offer 500+ integrations), but then again this service is meant for small businesses and those getting started. Perhaps most interestingly, the first Individual tier is free, meaning anyone can have a go at creating unlimited dashboards and reports.

The interface and workflow processes are relatively simple and shouldn’t take too long for you to wrap your head around, and customers boast that the level of support you get from the company is top-of-the-range, so you know there’s going to be someone there if you need it.

6. Gyana

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?
General or Niche?General, meaning the service can be used in all industries and niches.
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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We might be biased here, but Gyana is easily one of the best modern solutions when it comes to creating and using marketing analytics dashboards. Using a no-code approach, all you need to do is sign up, link your accounts to your data sources, like Mailchimp, Google Analytics, and so on, and our AI and machine learning systems will take care of the rest.

It’s really all possible with a click of a few buttons, and all the complex parts happen automatically. Gain easy insights and identify key patterns in your data that you may otherwise miss, and customise your dashboards to create the visuals that will endlessly benefit you.

What’s more, you can dive into our seven-day free trial to see it for yourself. Click here to claim yours!

7. Improvado.io

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?
General or Niche?Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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Improvado is a cloud-based marketing data aggregation system that enables you to connect to any of the 200+ integrations that source data from all your most used and necessary marketing platforms, business intelligence (BI) systems, and data visualisation systems. This seamless process, all without the need for developer assistance or coding.

We're talking about connections to the big boys in the industry, like Google AdWords, Google Analytics (basically the whole Google Marketing Studio), BigQuery, Data Studio, Looker, Power BI, Excel, and many more.

Customers love Improvado because it offers a unique dashboard that prides itself on being a single interface with cross-channel optimisation recommendations and warnings for all of their campaigns. This all happens automatically and within seconds. It's no wonder this is a platform enjoyed by the likes of Ancestry.com, Illy, and Asus computers.

You can easily measure and compare any parameters that you choose to gain insights, as well as visualising your data to track campaign performance. You can track conversions based on KPIs and budget figures and even white-label your reports if you're working with clients.

In short, Improvado is a competent platform that's simple to use and packs many features. It may be expensive for some businesses to adopt, but if you're looking for fast insights, this is a service that gets the job done.

8. Metricool

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?
General or Niche?Social Media
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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While many marketing dashboards generalise in a certain niche or industry, or some will act as a bit of a jack-of-all-trades, Metricool doubles down at what it’s good at: monitoring, analysing, and processing your social media statistics. This is one of the most dedicated social media metric dashboard services, featuring over a dozen integrations to the top social media platforms of today, including Facebook, Tik Tok, Google Ads, Twitch, and so on.

In fact, the service does so well that it’s used by the likes of Volvo, McDonald’s, and even Warner Music, which should give you an idea of the scope that this service has and what it’s capable of doing on a large scale. Cloud-based, Metricool is simple, and the dashboards are intuitive, giving you the information you need to know quickly and easily.

It doesn’t matter what you’re trying to achieve with your social media profiles, whether you’re trying to grow, improve engagement, funnel customers and followers, or spread awareness of your brand, Metricool has the tools to help you make it happen. If you’re looking for more well-rounded dashboard tools that improve all aspects of your business, this service isn’t for you, but as far as social media goes, it rarely gets better.

Finally, like others on this list, Metricool offers white-label capabilities as well.

9. Ninjacat.io

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?❌ But you can schedule a demo with an expert
A Free Tier?❌ A quote-based pricing system
General or Niche?Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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NinjaCat is known for being a digital marketing performance management software that enables marketers specifically to automate their reporting processes and basically bring together and unify any of their campaign data from any of the supported 150+ digital marketing channels. Once the data is available, you can then use any of the available templates to create an actionable report and analyse what you’ve got.

That’s really all there is to it. The only real concern is that some customers found the learning curve to this service fairly steep, meaning you may need to invest more time than you need to when it comes to making the most of what this platform has to offer.

You’ll see everything you need to know in your interactive dashboard, but this can feel limited when compared to other services and what they offer, but it does offer insights that can’t be dismissed. The only other downside to consider is the fact that this service is updated so regularly.

You might see this as a good thing, and it certainly does have benefits, but many users state that older features stop working or are phased out completely, despite them being features that they still want to use and make the most of. This is important to remember if you’re planning on using this service.

10. Oviond

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $99 per month
General or Niche?Digital Data (Marketing)
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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If you’re looking for a way to make reporting easy, then Oviond is undoubtedly a platform that you’ll want near the top of your list of considerations. Specifically designed for handling, processing, and analysing marketing data, you’ll be able to use any of the 100+ integrations to gain insights on your email marketing campaigns, video marketing efforts, website traffic and analytics, search marketing data, social media projects, and much more.

Sure, this sounds like most of the other platforms in the digital marketing industry, so what makes Oviond different? Well, on top of providing a good service in terms of features and what kind of reports and interactive yet straightforward dashboards you can make, what really makes Oviond shine is the customer support.

Whether you’re just starting out with marketing dashboards for the first time or you’re trying this platform afresh, there’s a ton of training events, content, and videos to help you get started, and the company even hosts live webinars to help educate you with what you need to know.

Overall, this means you’re going to spend less time trying to figure out what you’re doing and more time doing it. The only real downsides you must be aware of is the fact that there’s not really the potential to create your own custom metrics, nor can you adjust or change the data from within the application. If something’s imported incorrectly, you’re pretty much stuck with it, so be aware of this. Some customers also describe the calculation functions as being fairly basic.

There’s also no mobile application for dedicated remote access, which is unheard of for a cloud-based application.

11. QlikSense

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Starts at $30 per month per user
General or Niche?General
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?❌ All data refreshes need to be scheduled but can be set down to minute-long intervals
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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Qlik Sense is one of the most popular next-generation self-service analytics products.

Built within a multi-cloud architecture, the service enables a wide range of analytics use cases, including self-service visualisation and exploration, guided analytics apps and dashboards, bespoke and embedded analytics, mobile analytics, and reporting.

The unique Qlik engine powers Qlik Sense, allowing users of all skill levels to freely explore information without the constraints of query-based tools. Used by all sized businesses, this is one of the most popular solutions for a reason.

12. Reportz.io

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $49.50
General or Niche?Digital marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?❌ Data can be manually ten times within a 24-hour period
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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Reportz.io is primarily an SEO reporting tool with a wide range of features and functions that exist for the sole aim of helping you keep track of your KPIs and other vital business metrics. This is all achieved by fairly basic automatic reporting.

Designed with marketing agencies in mind, the available templates and white-label functions make it easy to create branded reports you can use with your clients and helps you massively cut back on the amount of time you'll spend generating reports and analysing data.

While the application is cloud-based and does offer an unlimited number of integrations, there are only 20-odd supported integrations which can feel quite limited compared to other services. However, you can have an unlimited number of users added to your account, making this great for teams and collaborations, so there are certainly pros and cons to this application.

When we say that reporting is automatic, you can generate the reports once your data has been imported with the click of a button, but remember that your data isn't refreshed automatically. You can update the data on a widget manually with the click of a button, but you can only do this ten times per widget in a 24-hour window.

In short, this application is perhaps best for small marketing agencies and businesses that are just starting out on their data journeys.

13. Sisense

Cloud-Based?
Beginner-Friendly Setup?❌ Although installation guides are available
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ You need a quote for pricing
General or Niche?Designed especially for Healthcare, Manufacturing, Retail, Technology and Pharma industries.
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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Sisense is a fully functional business intelligence software solution that allows non-technical people to merge numerous data sources, configure dashboards, create data visualisations, and share them with others.

Its data visualisation tools include a number of widgets, such as line charts for determining trends and pie charts for comparing results. It’s a simple approach to a potentially complex process that’s highly rated among its user base.

14. SuperMetrics

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $29 per month
General or Niche?SMB, Enterprise, Agency, and Ecommerce
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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With claims from marketers and digital businesses that state that SuperMetrics has been able to save them around 53% of the time it would traditionally take them to generate actionable reports, it’s no wonder that people are paying attention to this platform.

Now, SuperMetrics is very different to your traditional dashboard application, especially because it doesn’t actually create dashboards, nor does it really create reports. What it helps you do is to manage the processing and organisation of your data as efficiently and as accurately as possible.

You basically connect up your data sources and account integrations, you can then use the tool to effortlessly import and organise your data to wherever you want. For example, you can take your Google Ad data and import it with a simple right-click into your Google Spreadsheet. You can then set up automatic updates, so the data refreshes hourly, daily, weekly, monthly, or basically whenever you want.

You can even create automatic PDF reports with these refreshes that are automatically emailed out to the people who need access to them the most. This is basically a very powerful plugin that will help improve, automate, and take off your existing data management and analysis processes, and with over 18,000 customers, some of which are the biggest companies in the world, there’s no denying there's a place for an application like SuperMetrics.

As a very flexible application that can be customised however you want and is compatible with all significant data warehouses and reporting applications like Excel, Google Sheets, the Google Marketing Studio, and many more, this could be the next essential tool in your marketing toolkit.

15. TapClicks

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $249 per month
General or Niche?General
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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TapClicks is a powerful end-to-end, cloud-based BI application that has all the features you need to manage, analyse, and optimise your SEO, PPC campaigns, and social media efforts.

While a little expensive with the Basic package starting at $249 per month and only offering basic features and a limited number of integrations (as well as only providing email-based support), the chances are you’re not going to want to invest in this application unless you’re a fully-fledged business that’s going all out, especially since the Pro package (the next tier up) offers so much more.

This basically means if you’re a mid-to-large sized marketing company or department, then this is a service you’re going to want to pay attention to. Once you’re in, there are a vast range of solutions and features available at your fingertips, including multi-channel reporting, smart connections to all the 250+ possible integrations, and even a dedicated support agent to manage your account.

What’s more, the service has just released their brand-new Raven program that offers a full SEM and SEO packages and tools, making this one of the most complete digital marketing services out right now. The only real downsides are that optimisation isn’t ideal, and the service has been known to be glitchy at times which can be frustrating for users who are just looking to get things done.

Many customers also state that the service is difficult to learn, complex to navigate, and can sometimes be unintuitive to use.

16. Whaly.io

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?
General or Niche?General
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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While this may seem like a lot of red crosses, it’s important to start out by saying that Whaly.io is an Early Access data visualisation service at the time of writing (July 2021) and that everything that is currently available or not available from the company is subject to change at any time. If you’re looking for a fully-fledged service that has everything you need straight out of the box, then, of course, look at other options.

However, if you’re looking to experiment and see what’s out there while working with a flexible service that’s set to grow over the coming years, then Whaly.io could be for you.

To gain access to this service, you need to contact the company directly using the contact form on the page to get set up with an account. Once you’re in, you’ll be able to add in and integrate data sources from some of the top data providers like all social media platforms and ad platforms and start generating dashboards immediately.

The main aim of this cloud-based application is to create these interactive and insightful reports that you can then share an unlimited number of times to those who need access to them without having to worry about fiddly spreadsheets, all giving you the metrics and KPI data your business needs to make decisions.

Granted, this service is in its very early days, so no one will blame you for wanting to wait around until it’s a little more established, but there’s no doubt this service is certainly going in a positive direction.

17. Whatagraph

Cloud-Based?
Beginner-Friendly Setup?
End-to-End Solution?
Available Templates?
Free Trial?
A Free Tier?❌ Prices start at $199 per month
General or Niche?Digital Marketing
A No-Code Solution?
Calculation Features?
Automatic Reporting?
Automatic Data Refreshing?
Dashboard Functionality?
PDF Reports?
Natural UI Language?
Agency White Labelling?

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For digital agencies, Whatagraph aims to be a go-to automated and simple-to-use reporting tool that takes your data from over 30+ integrations and supported sources and processes it all into one place in the form of interactive dashboards and customisable reports. Whether you’re processing this data for yourself or for a client and customer, Whatagraph has features for you.

Once your accounts have been connected, most of the processes that can be automated are automated, and with premium collaborative tools like real-time data viewing, shared access, and scheduling, this tool is a great way to bring your team together. Of course, many of these services look the same, so we ask ourselves once again, what makes Whatagraph different?

Judging from the features and the areas in which this tool excels, this tool is all about bringing your team together and helping you with your clients. If you're a marketer or work for a digital agency, and you’re working with your customer’s data to provide them with insight as and when they need it, this is a simple yet effective tool that can help you do just that.

However, there are reports from customers and clients around the world that the tool can be a little bugged from time to time, such as disconnecting from data sources for no apparent reason, and the customer service team is not as good as some other platforms provided. Yet, on the whole, this is a simple, high-rated service that will tick the boxes of many a marketing agency.

Final thoughts on marketing dashboards

As you can see, while relatively modern, there’s a lot going on for marketing dashboards, and when used in the right way and the most creative ways, they can bring so much to your business. Never again will you have to blindly guess at what direction your marketing efforts should take. Now you have all the data and tools you need to make the best decisions possible, to identify the best opportunities, and ultimately become the most successful business you can be.