What is a video marketing dashboard?
A video marketing dashboard is an interface tool that consolidates data from multiple sources (e.g., YouTube Analytics, Vimeo, Facebook Video Ads) to track and display key performance indicators (KPIs) (e.g., video views, watch time, engagement rate), enabling teams and agencies to monitor video campaign performance and create presentations for clients and executives.
Video 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.
What to include in a video marketing dashboard?
An actionable video marketing dashboard balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive video marketing dashboards
Executive dashboards for CMOs, CEOs, and clients show video marketing's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:
- Video ROI analysis: by platform, using attribution for large budgets (≈100k/mo).
- Audience retention analysis: retention rates, watch time, and engagement by video content
- Cohort analysis: engagement and retention by viewer cohort (viewing period, acquisition channel)
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.
Video marketing manager dashboards
Manager dashboards have cross-platform 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-platform reporting: overall campaign, product, client, or region reporting across video platforms
- Goal tracking: compare current performance vs objectives
- Audits for prioritization and spotting issues
- Competitive analysis for platform and tactic mapping
- Content, audience research
Operational Video Marketing Dashboards
Operational dashboards for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Video Ads: budget pacing, engagement, creative performance, CPA
- Social Video: post metrics, follower growth, engaging topics/hashtags
- Email: video email open and conversion rates
- SEO: video search rankings, impressions, clicks, speed, errors, backlinks
Operational video 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.
How to build a video marketing dashboard?
To build a video 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:
Connect data sources
Define and connect the data sources to bring to your dashboard. Common sources are YouTube Analytics and Facebook Video Ads for video performance, GA4 for web analytics, 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 a template
Choose from dozens of video marketing dashboard templates in Google Sheets or Looker Studio, designed for use cases like video performance monitoring, budget pacing, funnels, and creative performance.
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 video marketing reporting use cases, such as video performance monitoring, budget pacing, funnels, and creative performance.
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:
- Select the data source and the account connected to it
- Choose metrics (e.g., Video Views, Watch Time, Engagement Rate, etc.).
- Choose breakdowns to segment your data (e.g., by date, campaign name, video title, etc.)
You can follow these tutorials on adding data to your dashboards
Design
To make your video marketing dashboards truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your video marketing dashboards:
Share
Share your video marketing dashboards via links, PDF, schedule emails, and control permissions.
KPIs to include in a video marketing dashboard?
Video 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 video marketing campaigns towards business goals. They include:
Video marketing funnel KPIs measure the buying process (from the marketer perspective), regardless of the platform:
- Visibility metrics: video views, reach, followers, email deliveries
- Engagement metrics: likes, comments, shares, video plays, average watch time
- Conversion metrics: custom conversions, leads, purchases, key events
Efficiency KPIs compare your video marketing outputs to the cost, including:
- Visibility: CPM (Cost per Mille)
- Engagement: CPC (Cost per Click)
- Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase)
Effectiveness KPIs compare the input with the output from one funnel stage to another
- Visibility: Frequency
- Engagement: CTR, engagement rate
- Conversion: Conversion rate
Sales and cost KPIs show the bottom-line impact of your video marketing performance:
- Sales: customers, revenue
- Cost: ad spend, OPEX, payroll
- Efficiency: ROI, ROAS, CAC
- Effectiveness: AOV, ACV
To analyze these video marketing KPIs, segment them by:
- Platform: YouTube, Vimeo, Facebook Video Ads
- 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
