Choosing a digital marketing dashboard can be difficult. But let’s not get ahead of ourselves – let’s start by defining what it is.
A digital marketing dashboard is a collection of metrics, with the purpose of displaying important information in regards to your business. And just like a dashboard in your car, a digital dashboard is there to provide you with a top-level overview of your key data points, with the ability to dive deeper into the data, to provide data and insights.
Different digital marketing dashboards
There are tons of digital marketing analytics dashboards out there. They typically unify tracking and reporting, to save your team valuable time and resources that could be better spent elsewhere.
When evaluating what dashboard you need, try to think about it through this lens: what marketing activities are you consistently doing, and what platforms are most capable of empowering you in your efforts?
Web analytics dashboards
Traditional page analytics tools, such as Google Analytics and Adobe, are great for analyzing websites.
Content measurement dashboards
These enable marketers to track, report, and improve on the performance of their content marketing campaigns against the set goals. Compared to web analytics, these dashboards include metrics that are more content-centric, and therefore, so are the insights.
Our own platform, Nudge is a leading actor in this category; we show the impact of content by giving marketers a holistic view of clicks, content, and sentiment.
These dashboards provide prompt insights into what’s currently going on with your or your competitor’s website from a search engine optimization point of view. From keyword research to on-page SEO analysis. SEMrush, Ahrefs, and Moz are all commonly used platforms by marketers in this category.
Paid advertising dashboards
These are typically included wherever you buy your ads, but there are also purpose-built platforms that let you view your paid media activity across sources to analyze KPIs like spend, impressions, clicks, and conversions in one place. Alight Analytics’s marketing intelligence platform ChannelMix, is an example of this.
Social media dashboards
These are reporting tools used to measure engagement metrics across multiple social platforms. They typically pull data from Facebook, Twitter, LinkedIn, Instagram, and Pinterest to create unified metrics reports, so you can understand what’s working where. They often include the ability to schedule and post to each social network too, and sometimes cover more specialized tools such as social listening. HootSuite, HubSpot, and Sprout Social are all examples of these dashboards.
Email marketing dashboards
These highlight key metrics that demonstrate the ROI and performance of your marketing email campaigns. They enable marketers to determine what actually resonates with their target audience. You can usually create and send both single email send-outs or automated emails based on the targeting rules you’ve applied. MailChimp, CampaignMonitor, and ActiveCampaign are all examples of email marketing dashboards.
Ecommerce marketing dashboards
These give Ecommerce teams a central place to access data that has an impact on day-to-day activity, budgeting and decision making. DashThis and PenPath are both examples of platforms that do this.
The best digital marketing dashboard is the one you use – it sounds cheesy, but it’s true.
To reiterate, think about what you need from a dashboard. Use that information as a checklist when evaluating the different platforms’ features and capabilities. By doing this, you’re more likely to make the right decision for your business straight away.