Marketing dashboard template: KPIs, layout and definitions
A free marketing dashboard template: the KPIs to track for each goal, a layout that puts decisions first, how often to refresh each metric and a definitions table with formulas, so marketing, finance and leadership read the same numbers the same way.
A marketing dashboard template defines which KPIs to track, how each is calculated, where the data comes from and how often it refreshes. This free template covers spend, de-duplicated conversions, CPA, ROAS, revenue or pipeline, CTR, CPM and frequency, with a layout and a definitions table. Download the CSV to build it in any spreadsheet or BI tool.
Which marketing KPIs should a dashboard track?
Pick headline KPIs by goal, and keep diagnostic KPIs below them to explain why results moved.
| Goal | Headline KPIs | Diagnostic KPIs |
|---|---|---|
| E-commerce | Spend, revenue, ROAS, de-duplicated purchases, CPA | CTR, CPM, conversion rate, average order value, frequency |
| B2B and lead generation | Spend, qualified leads, cost per lead, pipeline | CTR, CPC, landing page conversion rate |
| App growth | Spend, installs, cost per install, in-app revenue | CTR, CPM, install rate |
| Awareness | Spend, reach, frequency, CPM | CTR, video views, branded search volume |
Keep headline KPIs to five or six. Diagnostics explain movements; they are not goals.
Marketing dashboard layout
- KPI tiles: spend, de-duplicated conversions, CPA, ROAS and revenue or pipeline, each against target and the previous period.
- Trend: spend and conversions by week, with target lines.
- Channel table: spend, conversions, CPA and ROAS per channel, sorted by spend.
- Campaign table: the same columns per campaign, with top and bottom performers marked.
- Diagnostics: CTR, CPM and frequency per channel.
- Notes: attribution model, currency, data freshness and known tracking issues.
How often should a marketing dashboard refresh?
- Daily: spend, pacing, CPM, CTR and frequency, to catch delivery and budget problems early.
- Weekly: conversions, CPA and ROAS, once there is enough volume to judge.
- Monthly: revenue, pipeline and channel mix decisions.
Recent numbers still move. Google's Analytics data freshness page says "Data processing can take 24-48 hours" and that report data may change during that time, so label the last two days as provisional.
Marketing KPI definitions and formulas
| Metric | Definition | Formula |
|---|---|---|
| Spend | Media cost in the reporting currency | Sum of platform costs |
| Impressions | Times ads were shown | Reported by each platform |
| CPM | Cost per 1,000 impressions | Spend ÷ impressions × 1,000 |
| CTR | Share of impressions that got a click | Clicks ÷ impressions |
| CPC | Cost per click | Spend ÷ clicks |
| Reach | Unique people who saw an ad | Reported by each platform |
| Frequency | Average times each person saw an ad | Impressions ÷ reach |
| Platform-claimed conversions | Conversions each platform credits to its own ads | Reported by each platform |
| De-duplicated conversions | Conversions counted once across all channels | From an attribution tool, store or CRM |
| Conversion rate | Share of clicks or sessions that convert | Conversions ÷ clicks or sessions |
| CPA | Cost per acquisition | Spend ÷ de-duplicated conversions |
| Revenue | Revenue credited to marketing, in the reporting currency | From the store, CRM or attribution model |
| ROAS | Revenue per unit of ad spend | Revenue ÷ spend |
| Average order value | Revenue per order | Revenue ÷ orders |
| Cost per lead | Cost of each new lead | Spend ÷ leads |
| Pipeline | Value of qualified opportunities from marketing | Sum of open opportunity value in the CRM |
Marketing dashboard example (illustrative)
| KPI | This month | Target | Last month |
|---|---|---|---|
| Spend | AED 120,000 | AED 125,000 | AED 110,000 |
| Platform-claimed conversions | 2,150 | n/a | 1,930 |
| De-duplicated conversions | 1,600 | 1,500 | 1,420 |
| CPA | AED 75 | AED 83 | AED 77 |
| Revenue | AED 480,000 | AED 450,000 | AED 420,000 |
| ROAS | 4.0 | 3.6 | 3.8 |
On platform-claimed numbers, CPA would look like AED 56, about a quarter lower than the real AED 75. That is why the tiles use de-duplicated conversions.
How Grower helps
Grower's channels leaderboard ranks every connected channel by ROAS, conversions, cost, CPA, impressions and CTR, with a spotlight on the best channel, the most converting campaign, the best CPA and the highest spend. Its attribution engine de-duplicates conversions from every channel and app into one count. Comparing tools? Use our marketing analytics platform checklist.
Frequently asked questions
What should a marketing dashboard include?
Five or six headline KPIs against target, a weekly trend, a channel table, a campaign table, diagnostic metrics such as CTR, CPM and frequency, and notes on the attribution model, currency and data freshness. Every number should have one written definition, so marketing, finance and leadership read the dashboard the same way.
What is the difference between a marketing dashboard and a marketing report?
A dashboard is live and always on: it shows where performance stands and flags problems. A report is a periodic document that explains what happened, why and what to do next, written for a specific reader. You usually need both: the dashboard for daily decisions and a report for clients or leadership.
Which ROAS should a marketing dashboard show?
Show ROAS on de-duplicated revenue as the headline, and platform-reported ROAS per channel as a diagnostic. Then compare it with your break-even ROAS, the ROAS at which ad spend equals the gross profit it brings in. The ROAS calculator and break-even ROAS calculator work out both.
How many KPIs should a marketing dashboard have?
Five or six headline KPIs, plus a short set of diagnostics underneath. More than that and nobody knows which number matters. Choose the headline set from the business goal, such as revenue and ROAS for e-commerce or pipeline and cost per lead for B2B, and review it when the goal changes.
Want every channel on one de-duplicated dashboard? Book a Grower demo for a live walkthrough with a specialist, tailored to your channels.