Best KPI tracking dashboard templates for marketing teams and agencies (2024)

What is a KPI tracking dashboard?

A KPI tracking dashboard is an interface tool that consolidates data from multiple sources (e.g., CRM systems, financial software, project management tools) to track and display key performance indicators (KPIs) (e.g., revenue growth, customer satisfaction, project completion rates), enabling teams and organizations to monitor performance and create presentations for stakeholders and executives. 

KPI tracking 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.

What to include in a KPI tracking dashboard?

An actionable KPI tracking dashboard balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive KPI dashboards

Executive dashboards for CEOs, CFOs, and board members show the organization's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

• Financial performance analysis: revenue, profit margins, and cost analysis.
• Customer metrics: customer satisfaction, retention rates, and net promoter scores.
• Operational efficiency: productivity metrics, project completion rates, and resource utilization.
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Manager KPI dashboards

Manager dashboards have cross-departmental views with drill-downs to see performance by team, project, region, and time period. They help align teams, define strategies, and include:

• Performance reporting: overall performance, department, or region reporting across metrics.
• Goal tracking: compare current performance vs objectives.
• Audits for prioritization and spotting issues 
• Benchmarking for performance comparison.
• Resource allocation and utilization analysis

Operational KPI Dashboards

Operational dashboards for analysts and team leaders have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

• Project management: task completion, deadlines, and resource allocation.
• Customer service: response times, resolution rates, and customer feedback.
• Sales: lead conversion rates, sales cycle length, and pipeline health.
• Production: output rates, quality control metrics, and downtime analysis.

Operational KPI dashboards are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.

How to build a KPI tracking dashboard?

To build a KPI tracking 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: 

Connect data sources

Define and connect the data sources to bring to your dashboard. Common sources are CRM systems for customer data, financial software for revenue and cost data, and project management tools for operational metrics.

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:

• How to connect data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of KPI tracking dashboard templates in Google Sheets or Looker Studio, designed for use cases like financial analysis, customer satisfaction tracking, and operational efficiency monitoring. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or organization. Map your specific metrics, especially custom KPIs, CRM data, financial metrics, and all the fields and metrics that you define as "performance indicators" and "goals".

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 KPI tracking use cases, such as financial analysis, customer satisfaction tracking, and operational efficiency monitoring. 

Select metrics, dimensions, and charts

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: 

1. Select the data source and the account connected to it
2. Choose metrics (e.g. Revenue, customer satisfaction, project completion rates, etc.). 
3. Choose breakdowns to segment your data (e.g. by date, department, project, etc.)

You can follow these tutorials on adding data to your dashboards

• Calculated fields
• Charts
• Data blending
• Grouping and tagging

Design

To make your KPI tracking dashboards truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your KPI tracking dashboards:

• Design dashboards on Looker Studio
• Best practices on designing KPI dashboards

Share

Share your KPI tracking dashboards via links, PDF, schedule emails, and control permissions.

KPIs to include in a KPI tracking dashboard?

KPI tracking dashboards should include a mix of financial, customer, operational, and strategic metrics to fully understand the performance of the organization towards business goals. They include:

Financial KPIs measure the financial health and performance of the organization: 

• Revenue metrics: total revenue, revenue growth, recurring revenue
• Cost metrics: operational costs, cost of goods sold, overhead expenses
• Profitability metrics: gross profit, net profit, EBITDA

Customer KPIs measure customer satisfaction and engagement, including:

• Satisfaction: customer satisfaction score (CSAT), net promoter score (NPS)
• Retention: customer retention rate, churn rate
• Engagement: customer lifetime value (CLV), average order value (AOV) 

Operational KPIs measure the efficiency and effectiveness of operations:

• Productivity: output per hour, task completion rate
• Quality: defect rates, error rates
• Efficiency: resource utilization, cycle time

Strategic KPIs show the alignment with long-term goals:

• Growth: market share, new customer acquisition
• Innovation: number of new products, R&D investment
• Employee: employee satisfaction, turnover rate

To analyze these KPIs, segment them by:

• Department: sales, marketing, operations, finance

• Time: Hourly, daily, weekly, monthly

• Project: phase, milestone

• Region: branch, location

• Customer: demographics, behavior, segment

• Product: category, lifecycle stage