Marketing Metrics & Analytics

Dashboards for internal

stakeholders

How to use this

template

(Delete this slide once presentation is created)

SECTION ONE: How To Use

This first section is purely for educational purposes to help you to achieve the best outcome possible for
using this template and prepare for common questions you may hear when presenting metrics.

SECTION TWO: Dashboards

There are two dashboards to choose between. Select the one that fits the your needs and drop them into
internal presentations as you see fit. One is for Marketing Managers and the second is for presenting to
the C-Suite. The main difference is that executives dont need as much detail on campaign line items
focus on the results and be prepared to explain the details if they ask questions.

NOTES: Yellow Boxes

Throughout the template there are yellow notes to guide you. Be sure to delete these once you get the
hang of it.

Plan how to communicate success metrics and

analytics at the start of your strategy, not the
end

Audience
(Persona)

Marketing
Objectives

Define your ideal

audience

Upper Funnel
Lower Funnel

Metrics

Benchmarks

Analytics

Impressions
Clicks
MQLs
SAOs

Company,
competitive, or
industry
averages

Recommended
action to improve
performance
against
benchmarks

Questions that management may

ask
How do
do you
you know
know ifif were
were doing
doing well
well or
or not?
not? What
What does
does good
good look
look like?
like?
How
Where did
did the
the benchmarks
benchmarks come
come from?
from?
Where
Do industry
industry benchmarks
benchmarks apply
apply to
to us?
us?
Do
What are
are the
the sources
sources of
of your
your data?
data?
What
What should
should we
we do
do next?
next?
What

Sample Marketing Objectives

TOFU

BOFU

Top of Funnel
campaigns
are an active part in
prospect education
throughout the buyers
journey. Examples
include brand
awareness, product
launches, increasing
traffic, increasing
engagement, and
shifting perception

Bottom of Funnel
campaigns
are aimed at audiences
who have implicitly or
explicitly expressed an
interest in your brand.
Examples include driving
leads, event or webinar
sign-ups, or demo requests.

Ensure metrics are relevant for the tactic & objective

BOFU OBJECTIVES

TOFU OBJECTIVES
TACTICS

METRICS

TACTICS

METRICS

Email Marketing

open rate, website traffic, opt-in

Email Marketing

open rate, returning visitors, form fills, MQLs, SAOs, SQOs,

retention rate

Display Ads

Awareness, brand recall and lift survey

Display Ads

leads, cost per lead, form fills, MQLs

Search Marketing

Branded search

Search Marketing

leads, cost per lead, form fills, MQLs

PR

Awareness, brand lift, website traffic, unique visitors

PR

leads, cost per lead, returning visitors

Organic Social
Media

Shares, likes, comments

Paid Social Media

leads, cost per lead, returning visitors

Paid Social Media

Awareness, brand recall & lift, website traffic, unique visitors

Gated Long-form

leads, cost per lead, returning visitors

Free Written
Content

Website traffic, shares, likes, bounce rate, unique visitors,

inbound links, referral traffic, comments

Content Webinars

leads, cost per lead, returning visitors

Rich Media
Content

Time spent, page views, pages per visit, opt-in

Demos / Trials

form fills, leads, cost per lead, SAOs, SQOs, close rate, revenue,
retention rate

Dashboards
(Delete this slide once presentation is created)

These two dashboards are intended for internal audiences. Use these when you have
meetings where you need to present the success of your content marketing programmes.
Recommendations for getting started:
Your marketing team or managers may be interested in the nuts and bolts of a
campaign or channel performance. The first slide is designed for situations where you
share need a lot of details.
Executives and sales teams are generally focused on overall performance and lead
generation. The second slide is intended to share highlights.
Regardless of which slide you use, edit the headline to focus on a main action you want
the audience to take or the single key point they should remember.

Headline: Write a takeaway for the audience to remember

Tailor this dashboard for marketing managers
CHANNELS

Social
LinkedIn Sponsored
Content
LinkedIn Sponsored
InMail
Twitter

Instagram

Facebook

Email

Search
Google

IMPRESSIONS

CLICKS / CTR

COST

MQLS

CPL

Headline: Write a takeaway for the audience to remember

Tailor this dashboard for the C-Suite and Sales Leadership

ACTUAL

PLAN

Inquiries

MQLS

SQOS

MQL = Marketing qualified leads

SQO = Sales qualified opportunities

NOTE You can colour code

this column to demote if
the pacing is on target to
the plan. Simply pick an
alternative colour from the
shape file drop down.

PACING

RECOMMENDED
ACTION