eCommerce Marketing Dashboard

Why should I start using an eCommerce Marketing Dashboard?

Ecommerce businesses are a fantastic use case for dashboards because with the vast majority of the business being digital, there is an open opportunity to leverage the power of this data and a great need to do it in a way that connects all the moving parts of the business.

Marketing is as communicative, as it is technical in today’s online marketplace, especially in the world of ecommerce.

What should you be tracking on your eCommerce Marketing Dashboard?

What you track on your eCommerce marketing dashboard will ultimately depend on what you want to accomplish with the data. If you are looking to track a specific campaign, it’s best to create a separate dashboard to monitor results, but for day-to-day activity, it’s good to track a combination of social media, sales and web traffic as demonstrated on this dashboard.

Traffic sources are extremely important to monitor on an eCommerce marketing dashboard because brand discovery is crucial to identify marketing opportunities. For example, if many of your leads are coming through referrals, maybe you should consider offering incentives to current customers for introducing new shoppers. Knowledge like this is so important when thinking about budget allocation, as well as the best way to attract, engage and retain customers.

Other KPIs and metrics to feature on an eCommerce Marketing Dashboard

This ecommerce dashboard highlights the KPIs and metrics that any eCommerce marketer needs to track on a daily basis. The dashboard includes metrics to track social media, sales, and traffic. The following are some of the other metrics that you could put on this dashboard:

Return on Marketing Investment (ROI)

Measure the ability of marketing campaigns to generate new revenue.

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Sales by Contact Method

Measure which contact methods are the most successful at generating sales. With this information, your sales team can allocate their time and efforts accordingly.

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Web Traffic Sources

Measure where your website traffic comes from and provides a comparison of major traffic sources such as Search, Direct, and Referral. This metric gives marketers insight on how to better invest in site content, advertising, or other ways of driving website visits.

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Goal Completion Rate

Measure the success of campaigns or websites at reaching a target audience and prompting them to complete a positive action. This metric can be paired with website traffic lead ratio to dive deeper into the quality of leads coming to your website.

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Cost Per Lead

Measure the effectiveness of marketing campaigns at generating leads for each dollar spent on that campaign. The focus of this KPI is to provide your team with a value so they can determine the ROI of digital advertising campaigns and other lead generation efforts.

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End Action Rate

Measures the last action your audience takes as a result of participating in one of your marketing campaigns. The metric provides digital marketers actionable data about campaign performance.

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