Felicity Scribblesalot
September 23, 2022

10 Essential KPIs for Marketing Dashboards: A Complete Guide

In the world of internet marketing, data is one of the most important things. Marketers use data to learn more about their target group, improve their strategies, and see how well their campaigns are doing. Key Performance Indicators, or KPIs, are like a guide for these marketing efforts. They show what's working and what's not, which is very helpful. Also, these KPIs help a lot when they are added to marketing dashboards.

Marketing dashboards are platforms that show data from different channels in an easy-to-understand and visual way. This lets companies track their success and make decisions based on the data. This piece will explain what KPIs are and why they are important in marketing. It will also look at the ten most important KPIs for your marketing dashboard.

KPIs in Marketing: What You Need to Know

What do KPIs mean?

Key Performance Indicators, or KPIs, are values that can be measured to show how well a company meets its most important business goals. They give you a clear way to measure your success and see how far you've come toward your marketing goals.

In marketing, KPIs could be anything from the cost of getting a new customer to the rate of conversion, the amount of engagement on social media, and many other things. Each KPI is an important piece of the marketing puzzle because it gives information that helps make smart decisions.

Why are KPIs important in marketing?

KPIs are a key part of any business plan for the following reasons:

1.      Strategy: Key performance indicators (KPIs) help you figure out what is working and what isn't in your marketing efforts. Your marketing plan is based on this valuable information. If you know which strategies get the results you want, you can use your time and money more wisely.


2.      Measuring Success: Without KPIs, it's hard to figure out how well your marketing efforts are doing. They give you a way to measure whether your marketing tactics are meeting their goals.


3.      KPIs also show you where your marketing efforts might be falling short. If you keep an eye on your KPIs on a regular basis, you can quickly see where you need to improve.

The Marketing Dashboard is an important tool for marketers

What is a dashboard for marketing?

A marketing dashboard is a way to report on marketing analytics, metrics, and key performance indicators (KPIs) from different marketing platforms. Dashboards show real-time data and insights in the form of charts, graphs, and other visuals, which makes the data easier to understand and use.

What a Marketing Dashboard Needs to Have

The following parts should be in a strong marketing dashboard:

Real-time info: Dashboards should have the most up-to-date data, so marketers can react quickly to changes.

Data can be shown visually through graphs, charts, and tables. This makes it easier to understand data at a look.

Customizable: A good dashboard lets users change how they see the information, giving more weight to the data that is most important to their goals or tasks.

Accessibility: Dashboards should be easy for all team members to see. This promotes transparency and encourages everyone in the company to make decisions based on data.

How to Use a Marketing Dashboard to Your Advantage

To get the most out of a marketing dashboard:

Find your key measurements: Figure out which KPIs are most important to achieving your business goals.

Make sure the data are correct. Having correct data is important for making good decisions. Make sure your data sources are trustworthy and that your dashboard is set up right.

Keep a close eye on your screen and look for trends or changes that could mean you need to make changes to your strategy.

Make it a group effort: Encourage people on your team to use the report and use what they learn in their work.

Now that you know this, you're ready to learn more about KPIs and how important they are on a marketing screen. In the next part, we'll look in depth at the top 10 KPIs that should be on every marketing dashboard. Keep watching!

The success of your business depends on you knowing and keeping track of the right KPIs. Here, we'll go into detail about each of the 10 key KPIs that should be on every marketing screen.

1. Customer Acquisition Cost (CAC)

Customer Acquisition Cost is the total expense of acquiring a new customer. It includes costs associated with marketing and sales, such as advertising expenses, salaries, and overheads.

Equation: CAC = Total Marketing and Sales Cost / Number of New Customers Acquired

For example, if you spent $10,000 on marketing and sales and acquired 100 new customers, your CAC would be $100.

CAC is a vital KPI because it reveals the efficiency of your marketing efforts. Lowering your CAC means you're acquiring customers more efficiently, which directly translates into a more profitable business. Some strategies to reduce CAC include improving the quality of your leads, optimizing your conversion rates, and enhancing your marketing channels' efficiency.

Visualizing CAC on your marketing dashboard can be done using bar graphs or line graphs to show changes over time. This can help identify trends or patterns that may require further attention.

2. Customer Lifetime Value (CLV)

CLV is the total revenue a business can expect from a single customer account. It considers a customer's revenue value and compares that number to the company's predicted customer lifespan.

Equation: CLV = (Average Purchase Value x Average Purchase Frequency) x Average Customer Lifespan

For example, if a customer spends an average of $50 per purchase, makes a purchase three times a year, and remains a customer for five years, the CLV would be $750.

Increasing your CLV not only boosts profits but also supports customer loyalty. To improve your CLV, focus on boosting customer satisfaction, developing loyalty programs, and creating upsell and cross-sell opportunities.

CLV can be visualized using a bar chart that represents the value of each customer cohort or a line graph showing changes over time.

3. Sales Revenue

Sales Revenue is the income from customer purchases of your products or services. It's crucial as it helps to determine the company's financial health and growth potential.

Equation: Sales Revenue = Units Sold x Price Per Unit

For instance, if you sold 200 units of a product priced at $50, your Sales Revenue would be $10,000.

To increase sales revenue, focus on expanding your customer base, increasing the average transaction value, and boosting the frequency of transactions. Sales revenue can be represented using a line graph to show changes over time, or a pie chart to compare the revenue from different products or services.

4. Conversion Rate

Conversion Rate is the percentage of visitors who take a desired action on your site, such as filling out a form, subscribing to a newsletter, or making a purchase.

Equation: Conversion Rate = (Number of Conversions / Total Visitors) x 100

For example, if your site had 10,000 visitors and 200 of them made a purchase, your conversion rate would be 2%.

Improving your conversion rate could involve enhancing your website's usability, improving the quality of your content, and creating compelling calls to action. A line graph can illustrate conversion rates over time, while a funnel chart could visualize the conversion process, from initial visits to final conversions.

5. Social Media Engagement

This KPI measures the interaction--likes, shares, comments--on your social media channels. It's a crucial metric to understand your brand's reach and resonance with your audience.

Equation: Social Media Engagement = (Total Engagement / Total Followers) x 100

If you have 5,000 followers and receive 500 engagements, your social media engagement rate would be 10%.

Strategies to boost social media engagement might include posting engaging content, interacting with your followers, and running contests or giveaways. Bar or line charts can effectively visualize engagement rates over time or across different social media platforms.

6. Organic Traffic

Organic Traffic is the number of visitors who land on your site through unpaid search results. It helps measure the effectiveness of your SEO efforts.

Equation: Organic Traffic = Total number of organic visits

If 2,000 of your 5,000 total visits come from organic search, your organic traffic is 2,000.

Optimizing your website for search engines, producing high-quality content, and securing backlinks from reputable websites can increase organic traffic. A line graph can effectively represent organic traffic over time.

7. Bounce Rate

Bounce Rate is the percentage of visitors who leave your site after viewing only one page. A high bounce rate can be a sign of irrelevant content or a poor user experience.

Equation: Bounce Rate = (Total One-Page Visits / Total Site Entrances) x 100

If you had 1,000 total entrances and 500 one-page visits, your bounce rate would be 50%.

Improving the website's loading speed, ensuring mobile-friendliness, and enhancing the relevance and quality of content can help reduce bounce rates. A line graph can visualize bounce rate trends, while a heat map could offer insights into where users interact with your site before bouncing.

8. Email Marketing Performance

This KPI includes metrics like open rate, click-through rate, and unsubscribe rate, which provide insights into your email marketing effectiveness.

Equation: Email Open Rate = (Number of Email Opens / Number of Emails Sent) x 100

For instance, if you sent 1,000 emails and 200 were opened, your email open rate would be 20%.

To optimize email marketing performance, segment your audience for personalized messages, write compelling subject lines, and optimize your emails for mobile devices. A bar graph can show open and click-through rates, while a line graph can illustrate changes over time.

9. Return on Marketing Investment (ROMI)

This KPI shows how much revenue is generated for every dollar spent on marketing.

Equation: ROMI = (Gain from Investment - Cost of Investment) / Cost of Investment x 100

If you spent $5,000 on marketing and made $20,000 in revenue from it, your ROMI would be 300%.

Improving ROMI might involve refining your marketing strategy, cutting inefficient spending, and focusing on high-ROI activities. A bar or line graph can show ROMI over different time periods or marketing channels.

10. Net Promoter Score (NPS)

NPS measures customer loyalty and satisfaction. It's based on the question "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?"

Equation: NPS = % Promoters - % Detractors

Promoters are customers who respond with a score of 9 or 10 and are likely to recommend the business. Detractors respond with a score of 0 to 6 and are unlikely to recommend the business. If 60% of respondents were Promoters and 20% were Detractors, your NPS would be 40.

Improving NPS involves enhancing customer satisfaction, addressing customer complaints promptly, and delivering exceptional customer service. NPS can be visualized with a simple gauge or meter chart.


In this age of information, running a business without a monitor is like trying to find your way across the ocean without a compass. Key Performance Indicators (KPIs) and marketing dashboards are like a compass for your business. They give you data-backed insights that you can use to guide your marketing plans.

This article has taken you on a tour of the world of marketing key performance indicators (KPIs), explaining their importance and showing how they help guide strategy, measure success, and find places to improve. We've gone into detail about each of the most important KPIs for market success, including what they mean, how to improve them, and how to show them on your marketing dashboard.

Putting these KPIs on your marketing dashboard and keeping a close eye on them will not only help you keep an eye on the health of your business, but it will also give you the power to make data-driven choices that can take your company to new heights.

This guide is a good place to start, but keep in mind that every business is different. So, change and tweak these KPIs so that they fit with your business goals and the way the market works. Start using a data-driven marketing plan today by adding these key performance indicators (KPIs) to your marketing dashboard. Insights are the key to business success, and your marketing KPIs are the way to get there.

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