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Copy a template that combines multiple data sources
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.
An actionable marketing automation 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 marketing automation'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, funnel stage, and campaign. They help align teams, define tactics, and include:
Operational dashboards for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
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.
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:
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 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.
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 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 your marketing automation dashboards via links, PDF, schedule emails, and control permissions.
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:
Efficiency KPIs compare your marketing 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 marketing automation performance:
To analyze these marketing automation KPIs, segment them by: