What goes on a marketing team dashboard?
A marketing team dashboard pulls reach, engagement, and funnel performance into one shared view — how many people you reached, how many became leads, and what each one cost. This page is the hub: a live example you can click around, the dashboards a marketing team typically builds, and the metrics worth putting on them.
For: marketing leads, demand gen, content, and marketing ops. What’s inside: a live public Metabase dashboard, five dashboards a marketing team builds, ten metrics that belong on them, and a five-step build order.
Explore a live marketing dashboard
This is a real Metabase, not a screenshot. Click into any card to see the question behind it, change the filters, hover the series, or drill from a bar down to the underlying rows — it behaves exactly the way your own dashboard would.
Which dashboards does a marketing team build?
Most marketing teams end up with one hub and a handful of channel dashboards underneath it. Start with the funnel — it is the page the whole team argues from — then add a channel dashboard each time a channel gets big enough that its owner needs more than two cards.
Which metrics belong on a marketing team dashboard?
Ten that earn their place on the hub. Each one should have someone who would notice within a week if it moved; the channel-level cuts live on the channel dashboards linked above.
- Unique website visitors — the topline reach number every other rate on the page divides into. Track distinct visitors, not sessions, or seasonality in visit frequency will look like growth.
- Organic traffic — unpaid sessions from search and referral, the compounding half of the program. It moves slowly, so read it monthly rather than weekly.
- Average position — where your pages rank for the keywords you care about. Useful as an early indicator: rankings move weeks before the traffic they cause.
- Conversion rate — the share of visitors who take the action you want. Break it out by landing page or channel; the blended number mostly reports your traffic mix.
- Net new leads — how many genuinely new records marketing added this period, after dedupe. This is the number sales plans against.
- Cost per lead — spend divided by leads, per channel. Pair it with ROAS so a cheap channel that never converts cannot hide behind a good CPL.
- Bounce rate — the share of visitors who leave without engaging, the fastest check on whether a page matches the intent that brought people to it.
- Engagement rate — the modern replacement for average time on page: the share of sessions with real interaction, which is far harder to fake than dwell time.
- List growth rate — net subscriber growth after unsubscribes and bounces, the health of the audience you own rather than rent.
- Net promoter score — how likely customers are to recommend you. It belongs here as the slow-moving brand counterweight to a page full of weekly acquisition numbers.
How do you build it?
- Land the sources in one warehouse first — web analytics, ad platforms, CRM, and your email tool. Metabase queries them where they sit, but a marketing dashboard needs joins across all four, so a single warehouse is what makes cost per lead computable at all.
- Agree the lead definition before you build a card. Write down what counts as a lead, when it is attributed, and to which channel, and put that definition in one Metabase model that every card reads from — otherwise the funnel card and the channel card will disagree and the meeting will be about the discrepancy instead of the result.
- Build the funnel spine first: visitors, leads, opportunities, and the conversion rate between each pair. Everything else on the page is a breakdown of one of those numbers.
- Add the efficiency layer — spend, cost per lead, and ROAS by channel — and the two or three brand and audience cards that move on a monthly cadence.
- Add filters for date range, channel, and campaign, schedule a Monday morning subscription to the marketing channel, and set alerts on cost per lead so a runaway campaign surfaces before the weekly review.
Related
Integrations
Other team dashboards
FAQ
How is a marketing team dashboard different from a channel dashboard?
Altitude. A channel dashboard — paid channel performance, organic search performance, email engagement — goes deep on one motion and is read by the person who runs it. A marketing team dashboard is the weekly stand-up view across all of them: reach, leads, cost per lead, and pipeline contribution side by side, so mix shifts are visible. The rule of thumb is that a team dashboard should hold one or two cards per channel and link down; the moment you add a third card for a single channel, that channel has outgrown the page.
Who owns a marketing team dashboard?
Marketing ops or whoever owns the analytics stack builds and maintains it; the marketing lead owns what is on it. That split matters, because the failure mode is a dashboard that accretes cards from every channel owner until nobody reads it. Give it one editor, put channel-level detail in the channel dashboards, and review the card list quarterly — a card nobody has referenced in a review in three months is a card to archive.
How often should it refresh?
Daily is right for most teams, with the review cadence weekly. Marketing data mostly arrives on a daily cycle anyway — ad platform APIs settle their spend and conversion figures over 24–72 hours, and Search Console lags two to three days — so an hourly refresh buys you nothing except numbers that change under you mid-meeting. Set the cards that depend on late-settling data to exclude the most recent day or two, and note the lag on the card so nobody reads a partial day as a drop.
Why don't the numbers match GA4, HubSpot, or the ad platforms?
They never will exactly, and chasing that is how teams lose a quarter. Ad platforms report conversions on their own attribution windows and claim credit for the same lead twice across networks; GA4 applies thresholds and its own model; your CRM counts a lead when a record is created, which may be hours later. Pick the warehouse as the source of truth, document the known deltas per source, and reconcile on trend rather than on the last percent. The Google Analytics and HubSpot guides cover getting each export landed cleanly.
How many metrics should be on it?
Eight to twelve, and every one of them should have a person who would notice if it moved. The list further up this page is a starting set, not a checklist to implement in full — a PLG team living on self-serve signups and a demand-gen team feeding an sales team have genuinely different top halves. What both need is that the topline (reach), the middle (conversion and lead volume), and the efficiency line (cost per lead or ROAS) are all visible on one screen, because marketing arguments are almost always about the trade between them.
Should we build one dashboard or one per channel?
Both, in a hub-and-spoke shape. The team dashboard is the hub and answers "is the program working"; the channel dashboards are spokes and answer "why". Metabase makes the linking cheap — click a bar in the leads-by-channel card and you drill into the underlying rows, or add a dashboard link so the paid card jumps straight to the paid channel dashboard filtered to the same date range. Building the hub first, and only splitting a channel out when it earns its own page, keeps you from maintaining six dashboards for a three-person team.