![\"\u2192](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/0d883e85-c2e5-49bb-bef2-bfddb500d84b.png\")
<\/a><\/p>\nSince then, I\u2019ve used KPI dashboards to track everything from campaign performance to quarterly revenue targets, and I\u2019ve learned what works (and what really doesn\u2019t).<\/p>\n
In this post, I\u2019ll walk you through how to build a KPI dashboard (including my favorite free template<\/a>), the benefits I\u2019ve seen firsthand, and the tools I recommend if you\u2019re just getting started.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n \n Every department from sales to operations needs a dashboard, and dashboards are especially helpful for marketing<\/a>. Between about a dozen online channels<\/a> to consider (plus offline marketing efforts), numerous elements go into creating and sustaining a healthy marketing ecosystem<\/a>.<\/p>\n I\u2019ve personally used KPI dashboards to track everything from lead quality to campaign ROI \u2014 and the biggest win is peace of mind. No more scrambling to find data in five different tools. And when you\u2019re in the thick of a launch or juggling competing priorities, that kind of clarity is everything.<\/p>\n That said, I\u2019ve learned the hard way that more data doesn\u2019t always mean better decisions. I\u2019ve built dashboards with way too many charts, and ended up ignoring them. So the ones that actually work? They\u2019re focused, intentional, and built to show what matters most.<\/p>\n I didn\u2019t fully appreciate how useful KPI dashboards could be until I stopped relying on scattered reports and random spreadsheets. Since then, here\u2019s what I\u2019ve found makes them genuinely helpful:<\/p>\n At the end of the day, a good dashboard isn\u2019t just about showing data \u2014 it\u2019s about making the right next move clearer. That\u2019s what makes it such a powerful tool.<\/p>\n So what does it take to build one that actually works? Let\u2019s get into it.<\/p>\n If there\u2019s one thing I\u2019ve learned from building too many dashboards the hard way, it\u2019s this: The simpler it is, the more useful it becomes. A good dashboard doesn\u2019t try to track everything under the sun \u2014 just the stuff that really matters.<\/p>\n I usually aim for five to nine metrics, max. Any more than that, and it starts to feel cluttered. Ask yourself: If this number took a nosedive tomorrow, would it seriously mess with your goals?<\/em> If yes, it probably belongs on the dashboard.<\/p>\n Let\u2019s say you\u2019re putting together a B2B marketing KPI<\/a> dashboard. Some of the most helpful metrics I\u2019ve tracked include:<\/p>\n Like I mentioned earlier, I used to track everything just because I could. But things really started to click when I cut back and focused only on the KPIs tied directly to business impact. My dashboards finally started to work for me, not against me.<\/p>\n <\/a> <\/p>\n \n I\u2019d be embarrassed to show you my first-ever dashboard. It had a lot going on \u2014 and not in a good way. After a lot of trial and error (and a few dashboards I\u2019d rather forget), I finally landed on a simple formula that actually works.<\/p>\n Here\u2019s how to build a KPI dashboard that\u2019s clean, focused, and actually useful.<\/p>\n If your dashboard tries to speak to everyone, it\u2019ll end up connecting with no one. I used to create one-size-fits-all reports and send them to execs, managers, and specialists, hoping they’d all find what they needed. But no one really did. The execs wanted a top-line summary. The team leads needed tactical data. Instead of helping, the dashboard just created more questions.<\/p>\n Now, I start with one question of my own: Who\u2019s this dashboard actually for?<\/em> I think about what decisions that person needs to make, what context they already have, and how much time they\u2019ll spend looking at it.<\/p>\n A CMO might want a monthly snapshot with visual summaries and a handful of high-impact numbers. A marketing manager? They might need channel-level breakdowns and real-time pacing data.<\/p>\n When I tailor the layout and data to match what one specific person needs, the dashboard becomes way more useful \u2014 and way more used.<\/p>\n There\u2019s a reason I keep repeating this \u2026 Keeping it simple really is the secret. The more metrics you add, the harder it gets to focus. I\u2019ve built dashboards that looked impressive \u2014 so many charts! So much color! \u2014 but no one (including me) actually used them.<\/p>\n Now I stick to the handful of KPIs that tell the story clearly. The kind of numbers you can glance at and immediately know what\u2019s going well and what needs attention. That\u2019s the difference between a dashboard that\u2019s useful and one that just looks good in a meeting.<\/p>\n Remember my trick from earlier \u2014 asking yourself if a metric taking a nosedive would seriously mess with your goals? We’re doing a deeper version of that here.<\/p>\n Every KPI on your dashboard should have a job. Before I add anything, I ask: Would this number trigger a decision or a conversation if it changed significantly?<\/em> If not, it\u2019s out.<\/p>\n But beyond that, I also think about what kind<\/em> of decision it might drive. Would this metric help me catch a red flag? Justify more budget? Spot a trend worth exploring? When you push yourself to answer those questions, you start building a dashboard with real utility \u2014 not just one that checks a box.<\/p>\n The benefit? You end up with a dashboard that doesn\u2019t just sit in a tab, it actually gets used. Not just by you, but by everyone it was built for.<\/p>\n Before I jump into any tool, I take a step back and sketch out the layout \u2014 either on a whiteboard, a napkin, or a quick outline in a doc. It doesn\u2019t have to be fancy. Just enough to map out what I want to see and in what order.<\/p>\n I think of it like wireframing a website: It helps me prioritize the most important data and avoid clutter. What should someone see first? What metrics need to sit side-by-side? Do I want trend lines, percentages, or raw numbers?<\/p>\n The type of dashboard you\u2019re building should also influence how you visualize the data. If you\u2019re analyzing trends, I usually go with line or column charts since they make it easy to spot patterns over time. For composition data (like what percent of traffic comes from each channel), stacked charts or maps can tell the story much better.<\/p>\n Sketching it first makes the whole thing feel more intentional, and it saves me from endlessly rearranging tiles once I\u2019m in the dashboard tool.<\/p>\n If you\u2019re building your first dashboard (or even your fifth) don\u2019t start from scratch. It\u2019s not worth the headache. I\u2019ve wasted so much time trying to build \u201cperfectly customized\u201d dashboards from a blank canvas, only to end up stuck in layout limbo or second-guessing every design choice.<\/p>\n Templates give you a head start. They provide structure, offer design cues, and keep you from overcomplicating things. Think of them like scaffolding \u2014 you can always tweak and adapt later, but they help you get something functional up fast.<\/p>\n HubSpot\u2019s free KPI dashboard template<\/a> is one I keep coming back to. It\u2019s clean, easy to customize, and works for all kinds of use cases \u2014 whether I\u2019m tracking campaign performance, quarterly goals, or team KPIs. It helps me go from \u201cI don\u2019t know where to start\u201d to \u201cthis is actually working\u201d way faster than starting from zero.<\/p>\n The bottom line? Use a template<\/a>. Save yourself the stress. Spend your brainpower on interpreting the data, not wrestling with boxes and grids.<\/p>\n <\/a> <\/p>\n There are a ton of marketing KPI dashboard tools out there, and I\u2019ve tried more than a few. Some are perfect for big-picture visibility, others are better for daily performance tracking. What matters most is choosing one that fits your workflow \u2014 not the flashiest one on the market.<\/p>\n Here are five options I\u2019ve either used myself or seen work really well for marketing teams. I\u2019ll walk you through what each one does best, and where it might fall short depending on your needs.<\/p>\n Best for:<\/strong> All-in-one marketing visibility<\/p>\n Source<\/em><\/a><\/p>\n If you’re already using HubSpot\u2019s CRM or marketing tools, this one\u2019s a no-brainer. The free KPI dashboard functionality is built right in, which means you can quickly pull reports from campaigns, landing pages, email, and deals \u2014 all without needing a separate platform or integration.<\/p>\n As an avid Hubspot user myself, I\u2019ve used HubSpot dashboards to track everything from MQLs to email performance, and the ease of setup still surprises me. It\u2019s drag-and-drop, highly customizable, and actually looks good right out of the gate (which is more than I can say for some other tools).<\/p>\n What I like:<\/strong> It\u2019s seamless for HubSpot users \u2014 no extra work, no confusing data syncs. If you live inside HubSpot already, the dashboard feature feels like a natural extension of your day-to-day. Like an iPhone and AirPods, it just works.<\/p>\n Best for:<\/strong> Free, Google-friendly reporting<\/p>\n Source<\/em><\/a><\/p>\n If you\u2019re working with Google Analytics, Google Ads, or Sheets, Looker Studio is kind of a hidden gem. It\u2019s completely free, relatively easy to learn, and super handy for building clean dashboards fast.<\/p>\n I\u2019ve used Looker Studio when I needed to get a dashboard live yesterday<\/em> and didn\u2019t have time (or budget) for a fancier tool. It\u2019s not the most powerful platform out there, but for marketing performance, top-line reporting, or pulling data from multiple Google sources, it gets the job done.<\/p>\n What I like:<\/strong> It\u2019s free, flexible, and plays really well with Google tools, perfect when you need something fast and functional without jumping through hoops.<\/p>\n Best for: <\/strong>Deep analysis and advanced data visualization<\/p>\n Source<\/em><\/a><\/p>\n Tableau is one of those tools that can do pretty much anything \u2014 but it\u2019s not for the faint of heart. It\u2019s powerful, flexible, and built for serious data storytelling. If you\u2019ve got complex data sets or need to build interactive dashboards with layered filters, Tableau can handle it.<\/p>\n I\u2019ve used Tableau in both marketing and ops contexts, and once you get the hang of it, it\u2019s incredibly satisfying to work with. When I worked at a company that used Tableau across the org, I had access to a dedicated data team that helped me organize, structure, and visualize the data in ways I wouldn\u2019t have come up with on my own.<\/p>\n That said, it does come with a learning curve, and it\u2019s probably overkill if all you need is a quick performance check-in.<\/p>\n What I like:<\/strong> When I need to slice and dice data in a more custom way or build dashboards for exec-level presentations, Tableau gives me the control I\u2019m looking for. It takes more effort, but the results are often worth it.<\/p>\n Best for:<\/strong> Data-driven teams in the Microsoft ecosystem<\/p>\n Source<\/em><\/a><\/p>\n If your company lives in Excel, Teams, or Azure, Power BI might feel like second nature. It\u2019s Microsoft\u2019s answer to enterprise BI \u2014 robust, secure, and packed with features that help teams analyze, share, and collaborate around data.<\/p>\n I\u2019ve seen Power BI work best in orgs where reporting isn\u2019t just a marketing task, but something more cross-functional. Sales, ops, and finance teams all rely on the same dashboards, and Power BI makes it easy to pull from multiple sources and build one cohesive view. The integrations with Excel are especially helpful if you’re already wrangling spreadsheets.<\/p>\n What I like: <\/strong>It\u2019s a great fit for organizations that already run on Microsoft. Once it\u2019s set up, it becomes a powerful, collaborative tool that supports decision-making across teams.<\/p>\n Best for:<\/strong> Small teams tracking multiple goals<\/p>\n Source<\/em><\/a><\/p>\n Databox is one of my favorite options for lightweight, real-time dashboards. It\u2019s built with simplicity in mind \u2014 easy to use, easy to connect, and surprisingly flexible for something that doesn\u2019t require coding knowledge.<\/p>\n I\u2019ve used Databox to keep tabs on marketing KPIs like lead volume, conversion rates, and channel performance without having to build anything from scratch. It has dozens of plug-and-play templates, and the mobile app is actually helpful \u2014 perfect for quick check-ins or on-the-go reviews.<\/p>\n What I like:<\/strong> It\u2019s fast to set up, visual by default, and great for teams that want visibility without having to babysit a dashboard tool. It won\u2019t do everything, but for daily performance tracking? It nails the basics.<\/p>\n <\/a> <\/p>\n \n There\u2019s no one-size-fits-all KPI dashboard, and that\u2019s kind of the point. A dashboard should be built around the specific goals, channels, and workflows it\u2019s meant to support. Whether you\u2019re reporting on campaign performance or trying to give leadership a top-line view, the best dashboards are the ones that serve their purpose without overcomplicating things.<\/p>\n Here are a few examples I\u2019ve seen (or built) that work really well in a marketing context.<\/p>\n Source<\/em><\/a><\/p>\n As a marketer, this is the dashboard I check most often, especially when I\u2019m running campaigns across multiple channels. It\u2019s where I track key performance indicators like:<\/p>\n I like to structure it by channel (Google Ads, Meta, LinkedIn, etc.) too, so I can see which platforms are pulling their weight. I\u2019ll also include visuals like bar charts to compare performance across campaigns, and line graphs to spot trends over time.<\/p>\n What I like:<\/strong> This dashboard helps me make quick decisions mid-campaign, like when to shift budget from one channel to another or pause underperforming creatives. It\u2019s my go-to for real-time marketing visibility.<\/p>\n Source<\/em><\/a><\/p>\n This one\u2019s all about tracking how well your marketing efforts are turning into qualified leads. I\u2019ve used it most when we were laser-focused on top-of-funnel growth, whether through paid campaigns, SEO, or lead magnets.<\/p>\n Here\u2019s what I usually include:<\/p>\n I like to keep this dashboard simple and visual, with a clear split between lead sources and performance over time. Bonus points if you include trend lines that flag lead drop-offs early \u2014 it helps you fix issues before they tank your pipeline.<\/p>\n What I like:<\/strong> This kind of dashboard gives me a clean, high-level look at how effectively we\u2019re growing our audience and feeding the funnel. It\u2019s also a helpful way to show stakeholders where leads are really coming from (and what\u2019s underperforming).<\/p>\n Source<\/em><\/a><\/p>\n This one\u2019s for the content nerds (myself included). I use it to track how blog posts, newsletters, and lead-nurturing emails are performing \u2014 especially when we\u2019re running a full-funnel content strategy.<\/p>\n Key metrics to track:<\/p>\n I usually build this dashboard in two parts: one for email performance and one for blog\/content insights. It\u2019s helpful for spotting what\u2019s resonating, and just as important, what\u2019s falling flat.<\/p>\n What I like: <\/strong>This dashboard helps connect the dots between the content you\u2019re creating and the results it\u2019s driving. It\u2019s also a great tool for making the case for more content investment when you can show a clear lift in leads, engagement, or conversions.<\/p>\n Source<\/em><\/a><\/p>\n This dashboard\u2019s all about understanding how people interact with your site and spotting opportunities to improve the experience. I lean on this one most when we\u2019re trying to optimize for traffic growth, reduce bounce rates, or improve conversion paths.<\/p>\n Here\u2019s what I typically include:<\/p>\n You can pull most of this from GA4 or Looker Studio. I like to visualize it by grouping traffic trends up top, followed by behavior flow, then performance by page. It gives you a clear sense of what\u2019s working and what\u2019s not, at a glance.<\/p>\n What I like: <\/strong>This dashboard gives me the full picture of how our content, SEO, and campaigns are performing once someone lands on the site. It\u2019s the first place I check when traffic suddenly spikes (or drops).<\/p>\n Source<\/em><\/a><\/p>\n This is the dashboard I use when leadership wants a clear, no-frills snapshot of how marketing is supporting business goals. It\u2019s built for CMOs, CEOs, or board members \u2014 not for day-to-day ops.<\/p>\n Key metrics usually include:<\/p>\n The goal is simplicity and clarity. I don\u2019t overdo the visuals, just a few key charts that show directionally where things are going. It\u2019s the kind of dashboard that should answer big-picture questions in 60 seconds or less.<\/p>\n What I like: <\/strong>This dashboard gives stakeholders the visibility they need without getting them lost in the weeds. And for me, it\u2019s a great forcing function to distill marketing\u2019s impact down to the KPIs that matter most.<\/p>\n <\/a> <\/p>\n I know, Excel might sound a little old-school, or like it\u2019s going to take 14 nested formulas and a few tears to make it work. But honestly, the hardest part is usually just formatting the thing. Once that\u2019s taken care of, Excel can be surprisingly powerful, especially when you just need a quick, lightweight dashboard without spinning up a whole BI tool.<\/p>\n That\u2019s where templates come in. They remove the most frustrating part of getting started (layout, formulas, visual structure) and let you focus on customizing what actually matters \u2014 your data.<\/p>\n Here are a few Excel templates I recommend.<\/p>\n Clean, customizable, and a great jumping-off point if you\u2019re tracking leads, revenue, or campaign performance. It\u2019s simple but super effective.<\/p>\n Hubspot\u2019s Excel templates also integrate with Google Drive and PowerPoint, so you can easily track those all-important metrics within the program that works best for you and your team.<\/p>\n Source<\/em><\/a><\/p>\n Smartsheet has Excel templates for a variety of marketing dashboards \u2014 from broad templates for tracking big KPIs to more specific templates for social media marketing.<\/p>\n Great if you want something that looks a bit more polished or need templates for multiple departments. Plus, free to download!<\/p>\n Source<\/em><\/a><\/p>\n Eloquens curates templates from different creators, which means you\u2019ll find a wide range of styles from ultra-basic frameworks to beautifully designed executive dashboards.<\/p>\n These are especially helpful if you need to present data to stakeholders and want something more refined than rows and columns.<\/p>\n\n
Benefits of a KPI Dashboard<\/strong><\/h3>\n
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What should a KPI Dashboard include?<\/strong><\/h3>\n
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![\"how](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-2-20250529-3595009.webp\" "\\"\\"")
<\/p>\n1. Know your audience.<\/strong><\/h3>\n
2. Keep it simple.<\/strong><\/h3>\n
3. Gut-check your metrics.<\/strong><\/h3>\n
4. Sketch it first.<\/strong><\/h3>\n
5. Use a template (seriously!).<\/strong><\/h3>\n
5 Best KPI Dashboard Software to Use<\/strong><\/h2>\n
1. Hubspot<\/a><\/strong><\/h3>\n
![\"kpi](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-3-20250529-2616270.webp\" "\\"\\"")
<\/p>\n2. Google Looker Studio (formerly Data Studio)<\/a><\/strong><\/h3>\n
![\"kpi](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-4-20250529-3930660.webp\" "\\"\\"")
<\/p>\n3. Tableau<\/a><\/strong><\/h3>\n
![\"kpi](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-5-20250529-3760390.webp\" "\\"\\"")
<\/p>\n4. Microsoft Power BI<\/a><\/strong><\/h3>\n
![\"marketing](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-6-20250529-2529770.webp\" "\\"\\"")
<\/p>\n5. Databox<\/a><\/strong><\/h3>\n
![\"kpi](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-7-20250529-6279849.webp\" "\\"\\"")
<\/p>\n1. Marketing Campaign Performance Dashboard<\/strong><\/h3>\n
![\"digital](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-8-20250529-905282.webp\" "\\"\\"")
<\/p>\n\n
2. Lead Generation Dashboard<\/strong><\/h3>\n
![\"lead](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-9-20250529-7227848.webp\" "\\"\\"")
<\/p>\n\n
3. Email & Content Marketing Dashboard<\/strong><\/h3>\n
![\"email](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-10-20250529-3570903.webp\" "\\"\\"")
<\/p>\n\n
4. Website Analytics Dashboard<\/strong><\/h3>\n
![\"website](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-11-20250529-6968223.webp\" "\\"\\"")
<\/p>\n\n
5. Executive Marketing Overview Dashboard<\/strong><\/h3>\n
![\"executive](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-12-20250529-9535970.webp\" "\\"\\"")
<\/p>\n\n
KPI Dashboard Excel Templates<\/strong><\/h2>\n
1. HubSpot<\/a><\/strong><\/h3>\n
![\"marketing](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-13-20250529-6083643.webp\" "\\"\\"")
<\/a><\/p>\n2. Smartsheet<\/a><\/strong><\/h3>\n
![\"kpi](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-14-20250529-4203973.webp\" "\\"\\"")
<\/p>\n3. Eloquens<\/a><\/strong><\/h3>\n
![\"sales](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/kpi-dashboard-15-20250529-5317244.webp\" "\\"\\"")
<\/p>\n
![\"\"](\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&k=14&r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fkpi-dashboard&bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&bvt=rss\")
<\/p>\n","protected":false},"excerpt":{"rendered":"