Digital marketing campaigns generate a lot of data, from high-level revenue reporting down to program and channel-specific marketing metrics. This data is a prerequisite for measuring ROI and campaign performance, but that doesn’t mean it’s easy to understand.
It’s not uncommon for marketers to use several different tools (third-party analytics apps, custom back-end systems, elaborate Excel spreadsheets) to track marketing performance and activity levels but still only achieve a cursory understanding of how marketing initiatives connect with business goals.
These investments in disparate tools cost money, and if they don’t yield actionable insights, then the organization has wasted money. Marketing can have a large budget for data analytics, but less than a third of marketers are using all of the data at their disposal to make decisions about their marketing strategy. This is because the number of separate marketing platforms they use is creating data silos, making it difficult to gain insights from the data. A marketing dashboard can distill the data from all these digital marketing platforms into an easy-to-understand visualization.
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Best Marketing Dashboard Tools
Keep reading for the best marketing dashboard software, but if you want to aggregate your data into one place and avoid wasting its hidden insights, we’ve compiled a list of the best overall dashboard tools.
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The Beauty of Marketing Dashboards
A digital marketing dashboard pulls data from multiple sources, including website analytics, social media, digital advertising, and email campaigns in real-time and displays it in a single location. They provide an at-a-glance summary of how marketing campaigns are performing, giving both marketing specialists and C-level executives a single source of truth, and the ability to drill down for deeper investigation.
Marketing dashboards typically place most of their emphasis on reporting. They use dynamic visual aids (charts, graphs, heat maps, scatter plots, timelines, etc.) and plain text to illustrate a variety of key performance indicators (KPIs) and other data points, including:
- Revenue (by channel or program)
- Opportunities and prospects
- Conversion rates
- Lead pipeline/lead-to-cash flow
- Geographic data (based on IP address)
- Demographic/firmographic trends
- Traffic source tracking (organic search, paid media, site referral, social, email)
- Content engagement metrics (visitors, open rate, click-through rate, bounce rate)
- Attribution modeling (how various touchpoints shape customer journey)
Although there are some exceptions owing to the diversity of the software market, there are mainly two ways you’ll encounter marketing dashboards.
Standalone BI Dashboards
In this case, the marketing dashboard will be part of a separately-purchased business intelligence application. The app will essentially draw from whatever sources you tell it to, whether that’s your CRM, website, social media profiles, Google Ads account, or other marketing software. Since they’re dedicated exclusively to business intelligence and pull from different sources, standalone tools usually provide a more unified, bird’s-eye view of your marketing efforts, but they do require an added expense since you’re buying a whole new tool.
Marketing automation (MA) Platform
Dashboards built into an MA platform can provide more precise, granular views of specific campaign elements, but may require some critical thinking to piece together on a high level. For instance, the platform may be able to give you open and click rates for individual emails in a sequence, but you’ll have to compare those on your own to determine if there’s a weak link in your campaign. The obvious benefit here is that you won’t have to pay for an additional system (assuming you already use marketing automation software).
Marketing Dashboard Factors for Success
The best marketing dashboard tools will share some common characteristics. If you’re shopping for a solution that’s sustainable and easy to use, make sure it lines up with these attributes:
A marketing dashboard should reflect your business priorities and role in the department. Many platforms allow users to customize dashboards by dragging and dropping widgets onto the interface. Additionally, you’ll likely be able to choose from several marketing dashboard templates to help you get started. Access to certain higher-level marketing performance data may be restricted to managers or marketing executives using role-based access controls.
There aren’t many marketers left who only work from the office. It’s important to have access to real-time insights on your marketing performance dashboard whether you’re at work, at a conference, or doing a little after-hours catch-up from home. Don’t invest in a digital marketing dashboard that isn’t optimized for mobile use — either through a native app (which is typically preferable), or at least a mobile web interface.
Scalability means the dashboard can expand as your data projects grow and become more resource-intensive. It also means the dashboard will easily accommodate a wide variety of data sources. It should offer flexible APIs for custom integration and out-of-the-box compatibility with essential systems such as your CRM, ERP, and accounting software.
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Ten of the Best Marketing Dashboard Solutions
Standalone BI Dashboards:
Cyfe is a web-based, all-in-one business dashboard that brings together data from marketing channels, web analytics, finance, sales, social media, and more. It includes pre-built dashboard templates to make it easier to get started. There’s a free plan available for one user and up to two dashboards, but businesses can choose from four paid plans or an agency plan that better suits their needs. Cyfe can also draw directly from many different services, including Moz web analytics, keyword ranking data, and social media networks.
- No data limits (with premium edition)
- TV mode
- Branding customizations
- Historical data archiving
- Cohort displays (e.g. for customer retention tracking)
- Pre-built integration with over 60 popular services
GoodData is a cloud-based BI platform that specializes in “helping marketers understand their customer’s behavior and needs.” Interactive dashboards use visualization tools and embedded analytics to help decision-makers understand marketing’s overall impact on the business, as well as gather tactical insights for specific campaigns and programs. GoodData’s solution for marketing analytics offers custom attribution models, channel ROI analytics, and conversion funnel tracking.
- Drag-and-drop interface
- Guided analytics/forecasting
- Industry benchmark comparisons
- Website demographics
- Closed-loop ROI analysis
Sisense is a business analytics dashboard designed to help non-IT pros visualize and understand their data. It collates and organizes data from multiple sources through built-in connectors, a drag-and-drop interface, and custom filters. Visualization features include geographical maps, KPI gauges, line charts, scatter plots, and pie charts. The built-in connectors provide plug-and-play compatibility with popular marketing apps like Salesforce, Adwords, and Google Analytics, as well as Excel. It also offers a specific configuration for lead generation analytics.
- Drag-and-drop interface
- Built-in connectors
- “Elasticube” database (speeds performance at the terabyte scale)
- Role-based access controls
- Automatic alerts
- Optional refresh scheduling
Tableau is an online or on-premises data visualization tool that’s a leader in the business intelligence field because of its innovation and stable platform. Businesses can select from several different licenses for their team, depending on the level of access each employee needs. Tableau features a wide variety of integrations to everything from GitHub and .CSV files to Fitbit and Spotify. The connections community provides open-source documentation to get as many data sources as possible into Tableau, meaning that if your data connection doesn’t exist you can make it yourself (or with the help of a developer).
- Community-supported library of data connections
- Access to public data sources
- Embedded analytics to share your insights anywhere
- Cutting edge visuals
- Consistent software upgrades
Grow.com gives marketers access to a powerful dashboard and business intelligence reporting with real-time data. By connecting the tools in your marketing stack, Grow.com will automatically pull data into dashboards for the most up-to-the-minute reporting. Customized branded reports mean that agencies can build client-specific reports to share and C-levels can bring together data from across campaigns. The platform is designed to make data analytics accessible across a company, so there’s no coding needed, faster implementation, and anyone can learn to analyze data.
- Mobile app access
- Over 150 integrations
- Visual editors with no coding needed
- Unlimited users
- Unlimited real-time data updates
Marketing Tools with Built-In Dashboards:
Marketo is one of the biggest marketing software vendors in the B2B space, with over 3,000 customers and an estimated 21 percent share of the market. Their software comes with numerous out-of-the-box dashboards and custom reports for analyzing cross-channel campaign revenue, comparing your results against competitors, monitoring the lead funnel, evaluating email campaigns, and more. Dashboards can be customized according to user role and are displayed under the “Analytics” tab in the web application.
Want a list of comparable Marketo alternatives? We’ve got you covered.
- Revenue Cycle Modeler
- Opportunity Influence Analyzer
- Historical data archiving
- Funnel builder
HubSpot is a cloud-based marketing platform built primarily for B2C inbound marketing, although it does have a full range of lead management features. HubSpot offers a number of ways to visualize marketing activity, including an overview dashboard and numerous on-demand reports (revenue analytics, channel performance, email marketing analytics, lead/sales funnel, attribution, sources).
- Revenue by persona
- Call-to-action reporting
- Funnel analytics
- Email list analytics
- Native mobile app
Keap, formerly known as Infusionsoft, is a complete sales, marketing, and eCommerce solution designed for businesses of any size. The MA side of their platform provides dashboard analytics through its reports tab, including web, social, and email stats, campaign visualization, and lead tracking. Although Keap’s analytics are less sophisticated than other solutions, it still provides good overall value, considering a single subscription price covers automation, CRM, eCommerce, and basic BI.
- Dashboards integrated across CRM, marketing, eCommerce, and sales
- CRM usage stats
- Add-on marketplace
- Native mobile app
SharpSpring is a full-service marketing tool for agencies and businesses designed to nurture more leads and increase revenue. The software combines automation for sales and marketing to help companies build campaigns, pipelines, and automated workflows that drive more sales. The marketing tools include intelligent email, web lead, and campaign tracking tools with powerful web analytics and reporting to spur growth. Analytics and reporting are ROI-driven, letting companies track exactly how their campaigns payout and where efficiencies can be found.
- ROI-driven analytics
- Automatic campaign tracking without conversion funnels
- Integrations with Google Ads and Analytics
- Behavior tracking with custom automation across multiple devices
- “How Did You Hear About Us?” tracking for offline campaigns
ActiveDEMAND is marketing software for individual marketers and agencies. Because it’s designed with agencies in mind, the tool is built to manage many marketing campaigns within a single interface. The automation features cover nearly every type of marketing your agency can do from call tracking and appointment setting to event marketing and website multivariate testing. And the reporting option combines scheduled reports, alerts and notifications, and branded reporting with visually interesting drag and drop marketing reports.
- Call tracking
- Dedicated email marketing and social media dashboards
- Automated reports run when scheduled
- Pricing and feature packages based on agency or marketer needs
- Behavior segmentation
- Dynamic and personalized content capabilities
How To Choose a Marketing Dashboard Tool
When looking at marketing dashboards, you need to find a tool that natively integrates with your existing marketing software and data sources to ensure it’s pulling all of the necessary data accurately. You should also consider software that includes customizable templates and a drag-and-drop builder to make creating your own dashboards easy. Use free trials when available to find out how a tool will work for your business.
Still having trouble deciding? Use our product selection tool to see a longer list of marketing dashboard solutions that match your needs. You can access user reviews, feature lists, video walkthroughs, and more.