The example above shows a version of a marketing analytics dashboard created on the Microsoft Power BI business analytics platform . It can be used to analyze the effectiveness of an advertising campaign, track key metrics over time: CTR, CPM, CPC, and other indicators.
What metrics and indicators are included in a marketing dashboard
Marketers typically use the following key metrics to create a dashboard:
- CTR, or click-through rate, expressed as a percentage of clicks on a link to the total number of ad impressions on that link. The metric is most often used to evaluate the effectiveness of paid traffic.
- CPC, or cost per click on any advertising object – banner, post, active button, etc.
- ROI, or return on investment ratio. The percentage shows at what level the business is currently: profitable or unprofitable. This takes into account all investments that were directed to the project.
- LTV, or customer lifetime value. An important metric that reflects the likely profit a customer can bring during their interaction with the company.
- CR, or simply conversion, which is expressed as aAn end-to-end analytics percentage. It shows the number of visitors to a site or other resource who performed some target action.
These are the five key metrics that marketers work with. But depending on the final goals and objectives, the list can be wider. For example, dashboards include BR, or bounce rate, CPA, CPL and CAC, or the cost of a target action, lead and customer acquisition.
We talked about the 20 main metrics that will show the effectiveness of contextual advertising here .
How to Choose a Platform for Creating a Dashboard
Until recently, the most popular platforms for creating dashboards were Google Looker Studio (ex. Google Data Studio) and Microsoft Power BI. Now they are not available in Russia, but domestic platforms, free and paid, are quite suitable for marketers. Below we will review three popular services.
Yandex DataLens
Free DataLens service from Yandex Cloud for data visualization and analysis of large amounts of information. Works in a web browser and cloud and is suitable for both freelancers and ordinary marketers in a company, as well as for small and medium business managers, analysts and developers.
An example of an analytical dashboard in DataLens. Source: Yandex DataLens
Features of working in DataLens:
- Possibility of teamwork through connections in industry email list An end-to-end analyticsYandex ID or corporate accounts.
- To create dashboards, the platform uses information from linked databases, user-specified files, and online services.
- Visualization of any business metrics and customized reporting settings.
Villains
An end-to-end analytics service and marketing platform where, among other things, you can create visual dashboards.
Data will be automatically pulled from various advertising accounts, CRM systems and call tracking. Marketers will be
able to track visits, applications, revenue, sales and other key indicators for an advertising project. If desired, in
addition to basic widgets with graphs, diagrams and virtual reality tours tables, you can collect custom ones and
customize them for yourself. The platform offers dozens of ready-made types of metrics for visualization, for example
, CTR, CR and BR.
An example of the components of a dashboard on the Roistat platform
Cost : the service is paid, but there is a trial period of 14 days after registration by phone number and email address.
Then you need to choose one of the tariffs, the starting one costs 5900 rubles per month. In addition to dashboards, the
package includes the formation of reports and a media plan, call tracking and application management without CRM.
Yandex Tracker
Tracker is one of the free services of the Yandex 360An end-to-end analytics digital environment, which helps to
visualize data on various tasks. The platform has a twd directory clear interface and many opportunities for ordinary
marketers. Among the visualization tools are graphs, charts, tables and maps that can be updated at a specified
frequency. You can customize the display of dashboards for any user, so the service is suitable for teamwork. In
addition to creating dashboards in Tracker, you can set goals, build a sequence of tasks and monitor their
implementation.