Marketing Dashboards: What Actually Works
The recurring reports and dashboards that show how marketing is performing.
Samir Haddad
What is at stake
Dashboards shape attention, and dashboards full of vanity metrics produce vanity decisions.
The playbook
- Build separate views for executives and practitioners
- Document metric definitions
- Show comparisons and trends, not point values
- Check dashboards after tracking changes
- Remove metrics nobody acts on
Where it goes wrong
Avoid:
- One dashboard for every audience
- Metrics with undocumented definitions
- Numbers with no comparison
- Dashboards that silently break
The numbers behind it
| Measure | Figure |
|---|---|
| Audience | executives and practitioners need different views |
| Definitions | metrics must be defined consistently |
| Comparisons | context matters more than absolute numbers |
| Maintenance | dashboards break as tracking changes |
Getting outside help
When to hand it over: Bring in help when reporting does not drive decisions.
Where this comes from
- Google Analytics Help — Reports
- Google Search Central — Search Console performance report
The figures and practices above come from the sources listed.
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Where to go next
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