4 dashboards our marketing team uses to track the metrics that matter most

The Klipfolio marketing team runs fast and measures everything. These are the four dashboards that keep the whole team aligned on what's working, what isn't, and what to do next.

Tracking the right numbers isn't just a reporting exercise. It's how a lean team stays confident in its decisions without waiting for someone to pull a number or paste data into a spreadsheet and hope it adds up. When the data is live, consistent, and in one place, you spend less time chasing answers and more time acting on them.

Demanding goals at every level

Organizational transparency matters at Klipfolio. Company OKRs are shared with every individual, team, and department, so goals at every level connect directly to overall objectives. From there, each contributor builds an OKR strategy that supports those high-level targets.

For example, if one of Klipfolio's OKRs is to reach 35,000+ monthly active users, a Customer Marketing Specialist might set an OKR to grow the advocacy program to 1,000 active champions by year end.

The marketing team juggles countless tasks at once. Marketing dashboards make it possible to stay on top of all of them without losing sight of what matters most.

Marketing dashboards: everything in one place

A good marketing dashboard doesn't just show you numbers. It tells you where you stand so you can make a call without digging through three tools first.

We use many platforms to run our marketing strategy. Pulling data manually from each one to report on a campaign is slow and error-prone. Dashboards solve that. Key information from across our stack lands in one place, refreshed automatically, ready to share with the whole team.

With multiple goals and data sources, we use separate dashboards for each major initiative. That separation makes it easier to assess performance, share results, and decide what to prioritize next.

The 4 marketing dashboards we rely on

1. Email performance dashboard

Email is one of our highest-leverage channels. It generates leads, converts trials, and keeps existing users engaged. We run four types of email programs on a recurring basis, each with its own metrics.

Nurture programs

Nurture programs support new trial users during their first 14 days. The goal is to build confidence in the product so users can see its value for their business and start making decisions with their data.

Metrics we track:

• Open rates: how many recipients engage with each message

• CTR: whether the content drives action

• Wins: trial conversions tied to nurture activity

Reheat campaigns

Reheat campaigns target expired trial users. They're a last effort to re-engage people who stopped using the product. Success rates are lower, but they reliably bring a portion of lapsed users back.

Metrics we track:

• Open rates: baseline engagement signal

• Trial starts: users who re-engage with the product

• Wins: conversions from reactivated trials

Product updates

Product update emails aren't about

lead generation. They're about keeping existing users informed and successful. The goal is retention through education.

Metrics we track:

• Open rates: engagement with product news

• CTR: interest in specific features

• Number of subscribers: list health over time

• Number of unsubscribes: early signal of content fatigue

Email courses

Klipfolio email courses help users develop real data skills. From beginner to advanced, lessons arrive in short, digestible pieces. Unlike a PDF that gets downloaded and forgotten, a well-sequenced email course creates ongoing engagement.

"The problem with PDFs is that they don't do a good job creating engagement. The traditional story is: someone downloads a PDF. They think it will be a really good guide. They open it once, read it really quickly, then close it. That PDF likely sits in their download folder never to be read again."

Phil Gamache, Marketing Automation Manager, Klipfolio

Metrics we track:

• Number of subscribers: audience size and growth

• Number of unsubscribes: content relevance signal

• Active trials: users engaging with the product alongside the course

• Trial starts: course-to-trial conversion

• Wins: full conversions attributed to course engagement

Example of Email Marketing Dashboard

2. Google Analytics dashboard

SEO is the foundation of our marketing strategy. Our site draws significant organic traffic every month, which means understanding where visitors come from and how they behave directly shapes our decisions.

Because we rely on inbound marketing to generate leads, we need to fine-tune our SEO tactics continuously. That means updating web pages, adjusting copy and metadata, and testing new approaches. Every member of the team touches the website in some capacity every day.

Google Analytics is essential for tracking website performance, but navigating the platform to find the numbers you need takes time. We pull the metrics that matter into a dashboard so the whole team can see them at a glance, without digging through reports.

Metrics we track:

• Total visits: overall traffic volume

• Bounce rate: content relevance signal

• Sessions by type: understanding how users arrive

• Average time on page: depth of engagement

• Sessions by channel: traffic source breakdown

• Pageviews per session: site navigation patterns

• Goal completions: desired actions taken

• Goal conversions: conversion rate against traffic

• Pageviews: content reach

Monitoring this dashboard helps us identify top-performing pages, prioritize what to work on next, and understand who is visiting the site. It also makes it easy to choose the right pages for testing new CTAs or running experiments.

3. Social media performance dashboard

Social media marketing is built on engagement, but measuring it across platforms is complicated. Each platform has its own metrics, its own quirks, and its own audience behaviour. Switching between them to get a full picture is slow and inconsistent.

Our social media dashboard brings engagement data from every platform into a single view that the whole team can see and act on.

Metrics we track:

• Social Interactions: total engagement across platforms

• Social Traffic and Conversions: social-to-site performance

• Referrals, Conversions, and Events: downstream impact of social activity

• Followers Growth KPI: audience growth trend

• Social Events: specific interaction milestones

• Social Shares: content reach beyond direct followers

• Social Followers: total audience size per platform

• Social Visits and Leads: traffic and lead attribution from social

• Social Sentiment: brand perception signal

• New Followers: growth rate by platform

4. Sales dashboard

Marketing doesn't hand off a lead and walk away. It takes multiple touchpoints to move someone through the funnel and convert them into a customer. That's why our marketing team stays closely connected to sales performance.

Our sales dashboard shows live opportunity data, sorted by funnel stage, region, and deal value. Anyone on the team can see where things stand without asking for a report or waiting for a weekly update.

Metrics we track:

• Sales Bookings: confirmed revenue

• Sales Opportunities: pipeline volume and stage distribution

• Average Purchase Value: deal size trends

• Units Per Transaction: product mix per deal

Shared dashboards make it easy to see where leads are in the marketing funnel and align on what needs attention. If you want to add a competitive element, our guide on sales leaderboards shows how to track individual and team performance in real time.

Know it without having to check

The best dashboards don't wait for you to go looking. They surface what matters, keep the numbers consistent, and give your team a shared version of the truth.

When your data is live and in one place, you stop asking "what does that number say?" and start asking "what do we do about it?" That shift, from chasing information to acting on it, is where a lean marketing team starts operating like a much bigger one.

Ready to build dashboards your whole team can rely on? Explore OKR dashboard examples or browse marketing dashboard templates to get started.