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Marketing team dashboards: channel performance and campaign metrics

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Marketing director runs seven channels: email, paid search, social media, organic search, affiliate, content, events.

Email channel sent five campaigns last month. One campaign flopped (two percent open rate). One was average (twenty-two percent open rate). Three were solid (thirty to thirty-eight percent open rate).

Without marketing dashboard, director does not see this. Sees total revenue from marketing and knows it is increasing. Does not know which channels to double down on. Does not know which campaigns are wasteful.

With marketing dashboard, director sees each campaign, each channel, and makes immediate decisions: pause low-performing campaigns, increase spending on winners, reallocate budget.

What to track on marketing dashboards

Channel performance

Each channel shows impressions, clicks, conversions, revenue, return on ad spend. Compare actual to target. Email target is five percent click rate. Current is four point eight percent. Yellow (slightly below). Paid search target is two point five x ROAS. Current is two point one x. Below target. Should pause or optimize paid search. Social target is zero point five x ROAS (it is brand awareness, not direct response). Current is zero point four x. Acceptable.

Campaign performance within each channel

Email: five campaigns shown with open rate, click rate, revenue generated. Campaign A open rate fourteen percent (target twenty percent) - underperforming. Why is open rate low. Subject line test needed. Campaign B open rate thirty-two percent (target twenty percent) - overperforming. Why does this campaign resonate. Copy insights: B mentioned customer story. Replicate in future campaigns.

Cost per acquisition and return on ad spend by channel

Email cost per acquisition: zero point fifty cents (revenue generated eighty dollars divided by two hundred emails opened divided by four conversions). Organic search cost per acquisition: three dollars (organic labor cost). Paid search cost per acquisition: eighteen dollars. Social cost per acquisition: twenty-five dollars. Email is cheapest, organic is cheap, paid search and social are expensive. Reallocate budget away from social and paid search.

Traffic source quality

Paid search traffic converts at four percent. Email traffic converts at two percent. Social traffic converts at zero point three percent. Paid search has the highest-quality traffic. Allocate to paid search. Social has lowest. But social is for awareness. Keep budget small for social.

Funnel breakdown by channel

Paid search: one thousand visitors. Seven hundred fifty reached product page. Five hundred fifty saw pricing. Two hundred fifty started checkout. One hundred completed purchase. Conversion from visit to checkout is twenty-five percent. Acceptable. Conversion from checkout to purchase is forty percent. Low. Checkout flow has friction.

Organic search funnel. Five thousand visitors (five times more than paid search, because organic is free). But only four hundred fifty started checkout. Conversion from visit to checkout is nine percent. Lower than paid search. Organic traffic is lower quality. Or organic is finding wrong keywords. Audit which keywords send traffic. High-volume keywords may be sending unqualified traffic.

Attribution and last-touch revenue

This month, customer John bought widget. John was exposed to five channels: email, social ad, organic search, affiliate link, content article. Which channel gets credit. Last-touch attribution says affiliate (John saw affiliate link last before purchase). First-touch attribution says email (John first saw brand in email). Linear attribution gives five percent credit to each. Choose attribution model and be consistent.

Real example: B2B SaaS marketing dashboard

Monthly revenue: five hundred thousand.

Channel breakdown

Email: one hundred thousand revenue. Two hundred emails sent. One hundred opened (fifty percent open rate). Twenty clicked through (twenty percent click rate). Five purchases (twenty-five percent conversion rate from click to purchase). Cost: two thousand platform fee. Return on ad spend: fifty x.

Paid search: one hundred eighty thousand revenue. Fifty thousand spent on ads. Cost per acquisition: fifty dollars. One hundred conversions. Return on ad spend: three point six x.

Organic search: one hundred twenty thousand revenue. Three thousand in content labor cost. Cost per acquisition: twenty-five dollars. One hundred twenty conversions. Return on ad spend: forty x.

Social media: forty thousand revenue. Thirty thousand spent on ads. Cost per acquisition: forty dollars. One thousand conversions (low conversion rate, used for awareness). Return on ad spend: one point three x.

Affiliate: sixty thousand revenue. Zero spent. One hundred fifty conversions. Return on ad spend: infinite (technically, limited by affiliate commission - twenty percent of revenue equals twelve thousand paid to affiliates).

Content marketing: sixty thousand revenue (through organic search). Three thousand labor cost. Cost per acquisition: fifty dollars. One hundred twenty conversions. Return on ad spend: twenty x.

Events and webinars: thirty thousand revenue. Five thousand spent on venue and promotion. Cost per acquisition: one hundred dollars. Thirty conversions. Return on ad spend: six x.

Analysis and reallocation

Email is most efficient channel (fifty x ROAS). Increase email list and send frequency. Organic is second most efficient (forty x). Increase content production. Affiliate is infinite return but requires affiliate recruitment and commission budget. Grow affiliate partnerships. Paid search is profitable but expensive (three point six x). Maintain current spend, optimize for higher conversion. Social is least efficient (one point three x). Reduce budget unless it serves strategic purpose like brand awareness.

Reallocation: move fifty thousand from paid search to email list building and content production. Email and content can scale efficiently.