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Best Marketing automation dashboard templates for marketing teams and agencies (2024)

Free, white-label Marketing automation dashboard templates on Looker Studio and Google Sheets built and curated by our team and customers, downloaded by +10,000 marketing teams and agencies in 60 countries.
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Email marketing dashboard template

Track key metrics like conversion and bounce rates with this Email marketing dashboard template. Analyze campaigns by name, type, and duration. Integrate data from Mailchimp, Klaviyo, ActiveCampaign, and Hubspot. Segment by demographics and engagement levels. Perfect for marketing teams to measure performance and refine strategies.

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Mailchimp dashboard template

Track key metrics like conversion rate, CTR, and RPE with this Mailchimp dashboard template. Analyze open rates, click rates, and engagement over time. Segment by campaign title, audience, and content type. Perfect for email marketing teams to unify strategy and measure performance across various timeframes.

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CRM dashboard template

Optimize your CRM dashboard template to track key metrics like conversion rate, cost per acquisition, and ROI. Analyze demographic, geographic, and psychographic data. Measure sales cycle length and average deal size. Perfect for B2B and email marketing teams aiming to unify CRM contact insights and drive actionable strategies.

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B2B Marketing performance dashboard template

Optimize your B2B Marketing performance with this dashboard template. Track key metrics like conversion rate, cost per acquisition, and customer lifetime value. Analyze CRM contacts, industry types, and buying behavior. Segment by time and location. Ideal for marketing teams to measure and strategize effectively using B2B, CRM, and Email Marketing data sources.

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Agency dashboard template

Optimize your marketing strategy with the Agency dashboard template. Track key metrics like conversion rates, ROI, and CTR across platforms such as Google Analytics 4, Facebook Ads, and LinkedIn Ads. Analyze demographic, psychographic, and behavioral data over time. Perfect for agencies to measure performance and refine campaigns effectively.

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Lead generation dashboard template

Optimize your lead generation strategy with this dashboard template. Track key metrics like conversion rate, cost per conversion, and ROI. Analyze B2B, CRM, Email Marketing, and Facebook Ads data. Segment by audience, demographics, and behavior. Measure sales qualified leads, sales cycle length, and CRM contact performance. Perfect for marketing teams seeking actionable insights.

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ActiveCampaign dashboard template

Optimize your marketing strategy with the ActiveCampaign dashboard template. Track key metrics like click-through rate, conversion rate, and ROI. Analyze customer acquisition cost and average order value. Segment by target audience, campaign objectives, and timeline. Ideal for B2B, CRM, and email marketing teams seeking actionable insights through automation.

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Mailchimp dashboard template

Track key metrics like conversion rate, cost per conversion, and average order value with this Mailchimp dashboard template. Analyze audience segmentation, email design, and performance metrics. Segment data by timeframes and dimensions. Built for email marketing teams to unify strategy and measure actionable insights. Perfect for optimizing Mailchimp campaigns and achieving marketing objectives.

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HubSpot dashboard template

Optimize your B2B strategy with this HubSpot dashboard template. Track key metrics like conversion rate, ROI, and average deal size. Analyze CRM contacts and campaign performance by demographic and psychographic breakdowns. Perfect for inbound marketing teams to measure and refine their email marketing and funnel strategies over various timeframes.

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What is a marketing automation dashboard?

A marketing automation dashboard is an interface tool that consolidates data from multiple sources (e.g., HubSpot, Marketo, Salesforce) to track and display key performance indicators (KPIs) (e.g., lead scoring, email open rates, conversion rates), enabling teams and agencies to monitor automation workflows and campaign performance and create presentations for clients and executives. 

Marketing automation 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 marketing automation dashboard?

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

Executive marketing automation dashboards

Executive dashboards for CMOs, CEOs, and clients show marketing automation's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • Marketing ROI analysis: by automation workflow, using attribution models for large budgets (≈100k/mo).
  • Lead funnel analysis: lead generation, nurturing, and conversion metrics
  • Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel)
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Marketing manager automation dashboards

Manager dashboards have cross-channel views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:

  • Cross-channel reporting: overall automation workflow, product, client, or region reporting across channels
  • Goal tracking: compare current performance vs objectives
  • Audits for prioritization and spotting issues 
  • Competitive analysis for channel and tactic mapping
  • Lead scoring and nurturing analysis

Operational Marketing Automation Dashboards

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

  • Email automation: delivery, open, click-through, conversion rates
  • Lead management: lead scoring, qualification, and assignment
  • Workflow performance: automation triggers, actions, and outcomes
  • CRM integration: contact updates, data syncing, and error tracking

Operational marketing automation 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 marketing automation dashboard?

To build a marketing automation 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 HubSpot and Marketo for automation performance, Salesforce for CRM data, and email platforms for campaign 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:

Choose a template

Choose from dozens of marketing automation dashboard templates in Google Sheets or Looker Studio, designed for use cases like lead tracking, email performance, and workflow analysis. 

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, automation 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 marketing automation reporting use cases, such as lead tracking, email performance, and workflow analysis. 

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., lead score, email opens, conversion rate, etc.). 
  3. Choose breakdowns to segment your data (e.g., by date, campaign name, workflow step, etc.)

You can follow these tutorials on adding data to your dashboards

Design

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

Follow these tutorials to design your marketing automation dashboards:

Share

Share your marketing automation dashboards via links, PDF, schedule emails, and control permissions.

KPIs to include in a marketing automation dashboard?

Marketing automation dashboards should include a mix of funnel—lead generation, nurturing, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of automation campaigns towards business goals. They include:

Marketing funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

  • Lead generation metrics: new leads, lead sources, email sign-ups
  • Nurturing metrics: email opens, click-through rates, engagement scores
  • Conversion metrics: qualified leads, sales conversions, key events

Efficiency KPIs compare your marketing outputs to the cost, including:

  • Lead generation: CPL (Cost per Lead)
  • Nurturing: CPE (Cost per Engagement)
  • Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Lead generation: Lead conversion rate
  • Nurturing: Engagement rate
  • Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your marketing automation performance:

  • Sales: customers, revenue
  • Cost: automation spend, OPEX, payroll
  • Efficiency: ROI, ROAS, CAC
  • Effectiveness: AOV, ACV

To analyze these marketing automation KPIs, segment them by:

  • Channel: email, social, HubSpot vs Marketo
  • Time: Hourly, daily, weekly, monthly
  • Campaign: funnel stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Content: creatives, format, topic, keyword

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Looker Studio templates

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