5 Digital Marketing Reporting Dashboard Agencies Should Be Using

by | Mar 10, 2019

Manually collecting data is a time-consuming process. Research illustrates that it takes 4-5 hours to manually create digital marketing reports per client. That’s a lot of resources (time and money) to be spent on continuously compiling these reports!

So it makes sense to utilise the great technology out there and start using digital marketing reporting dashboards.


What is a marketing reporting dashboard?

A marketing reporting dashboard collates information from relevant sites (Google Analytics, Adwords, and social media channels etc.), allows you to monitor your KPIs and metrics in detail and communicate them to your client in an efficient way — and, in real time! 

Importance of a marketing dashboard

Not only do marketing dashboards save time when collecting data, but they benefit your company by:

  • Improving communication
    Having a communal focal point of information with visuals and statistics will facilitate effective discussion. And let’s not even get into the number of graph types you can use!
  • Increasing transparency
    By providing real-time data of your funnel of conversions will clearly highlight any areas within your funnel that may be inadequate.
  • Staying focused
    When everyone has the facts in front of them, it’s easier to discern what needs to be done and when.
  • Increasing creative endeavors
    Saving time on manually pulling data from different sources allows your team to focus on creative and strategic work.
  • Better decision-making
    Real-time facts facilitate success by enabling you to make informed decisions based on relevant information.

Now we know some major benefits, let’s look at what free & paid tools and software are out there. 

Free tools and software

Google Data Studio

If you have a low digital marketing budget or are unsure what digital reporting tools and processes would suit your business, Google Data Studio is a great place to start.

Google Data Studio Report - Blog

Source: Google Data Studio

Google Data Studio provides video tutorials to maximise your efforts of its features which allow you to easily access and turn your data into compelling stories and visuals and share them with anyone in the world.

Paid tools and software


Databox allows you to view and automate your client reporting process from any device by compiling data from relevant marketing software and services.

Once connected, your team can set goals, monitor progress, calculate ROI and receive alerts all from the one platform.

5 Reporting Dashboards - DataBox

Source: Databox



Grow claims it’s “more than just dashboards.” This software allows you to monitor your business performance by the minute; enhancing informed decision-making.

It also centralises and shares performance data with your team through dynamic dashboards, reports, and BI (business intelligence) analytics.

Source: Grow



Domo is the perfect marketing dashboard tool for those (yes you CEOs and executives) who are constantly on the go.

Operating with a monthly subscription fee, the cloud-based operating system collates all BI data and delivers it straight to your phone. Being able to view your data any time, anywhere makes for fast decisions and ease.

Domo Digital Marketing Reporting Dashboard

Source: Domo



Tableau is an end-to-end analytics platform for your business data. This tool collects your data and analyses it to provide you insights that drive action towards your KPI objectives.

Whether on desktop or online, Tableau allows you to collate and share your interactive data easily.

5 Reporting Dashboards - Tableau

Source: Tableau



Klipfolio is an on-site and cloud-based app that allows users to build custom business performance dashboards based on the funnel and its related metrics.

The dashboard syncs real-time for effective team communications, helping marketing decision-makers allocate correct campaign spending.

Klipfolio Digital Marketing Reporting Dashboard

Source: Klipfolio

Now you’ve got some dashboard software and platform options. What sort of dashboards do you actually need?


Here are 5 digital marketing reporting dashboards to consider

  1. Dashboard for CEOs and COOs
  2.  CEO and COOs are busy people and only want necessary and relevant facts laid out bare for fast comprehension. Therefore, these dashboards are great for the time-poor, and those compiling digital marketing reports for them.

    Include metrics such as:

    • Sessions vs. New sessions
    • Revenue: if it’s SaaS include monthly and annual recurring revenues
    • ROI or ROAS (return on advertising spend)
    • Customer lifetime value
    • Customer acquisition cost


  3. Funnel Visualisation Dashboard
  4.  These dashboards help evaluate sales conversion data, highlight how well your funnel is functioning, and any areas that need improving. Use this dashboard in team meetings to improve communication between your marketing and sales teams. 

    Include metrics such as:

    • Website sessions
    • Number of subscribers
    • Number of leads, MQLs (marketing qualified leads) and SQLs (sales qualified leads)
    • Number of customers
    • Number of deals lost and won


  5. Website metric dashboard
  6.  Such dashboards allow you to monitor your website performance by tracking which pages perform best, worst, when and more – helping you analyse which areas of your website and digital strategies need improving to encourage more leads, sales, and interactivity.

    Include metrics such as:

    • Sessions: New vs. Returning
    • Sessions: by country, and device
    • Time on site
    • Bounce rate (including pages with the highest bounce rates)
    • Pages per sessions
    • Pages per sources

  7. Google Ads Dashboard
  8.  If you’re running a Google Ads campaign, you’ll want this dashboard because real-time data allows digital marketers to monitor metrics and make quick decisions as necessary.

    An entire team can see key metrics for a single ad, ad group, or campaign as a whole with clear and simple visuals of goal progress.

    Include metrics such as:

    • Impressions
    • Number of clicks
    • Conversion value (e-commerce only), or number of conversions
    • Cost per click
    • Average position in the Google search engine result page
    • Conversion value and cost: ROAS
    • Cost per conversion (CPA)


  9. Facebook Ads Dashboard
  10.  Similarly, you might want to consider building a dashboard if you are running Facebook ad campaigns.

    Include metrics such as:

    • Reach
    • Spend
    • Frequency
    • ROAS
    • CPA (cost per purchase)
    • Number of conversions (lead volume generated)

    This information allows you to see which ads are working, and at what cost to your company. 
    Whilst it may appear that there are a lot of different reporting dashboards with different KPIs and metrics needed to effectively run your digital marketing agency – their self-sufficiency will truly save you time and money.

    Having all information neatly in front of you and easily downloaded and formatted into visual presentations will help you to create effective reports for your CEO and COO clients.

    To make this process even easier, download the Savvy Agency Toolkit for your free monthly & weekly reporting templates. Happy client delighting!

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