A content marketing dashboard is an interface tool that consolidates data from multiple sources (e.g., Google Analytics, SEMrush, HubSpot) to track and display key performance indicators (KPIs) (e.g., engagement rates, content reach, conversions), enabling teams and agencies to monitor content performance and create presentations for clients and executives.
Content marketing dashboards are typically built using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.
An actionable content marketing dashboard balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive dashboards for CMOs, CEOs, and clients show content marketing's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:
Manager dashboards have cross-channel views with drill-downs to see performance by client, brand, region, team member, content type, and campaign. They help align teams, define tactics, and include:
Operational dashboards for analysts and content managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
Operational content marketing dashboards are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
To build a content marketing dashboard, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the dashboard, design and share via link, PDF or email.
Here’s the breakdown:
Define and connect the data sources to bring to your dashboard. Common sources are Google Analytics for web analytics, SEMrush for SEO data, CRM or E-commerce for sales and email data, and Instagram or TikTok for Social Media.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your dashboard.
You can follow these tutorials on connecting your data:
Choose from dozens of content marketing dashboard templates in Google Sheets or Looker Studio, designed for use cases like content performance monitoring, SEO tracking, and audience engagement.
Learn to copy Looker Studio templates.
While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events, and all the fields and metrics that you define as "conversions" and "revenue".
Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your content marketing reporting use cases, such as content performance monitoring, SEO tracking, and audience engagement.
Once your dashboard template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
You can follow these tutorials on adding data to your dashboards
To make your content marketing dashboards truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your content marketing dashboards:
Share your content marketing dashboards via links, PDF, schedule emails, and control permissions.
Content marketing dashboards should include a mix of funnel—visibility, engagement, conversion—,efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of content marketing efforts towards business goals. They include:
Content funnel KPIs measure the engagement process (from the marketer perspective), regardless of the channel:
Efficiency KPIs compare your content outputs to the cost, including:
Effectiveness KPIs compare the input with the output from one funnel stage to another
Sales and cost KPIs show the bottom-line impact of your content marketing performance:
To analyze these content marketing KPIs, segment them by:
