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Complete Guide to Digital Marketing Reporting Dashboard: Software, KPIs, Reviews

Whether you’re a fast-growing marketing agency or an enterprise CMO, a digital marketing reporting dashboard is essential to stay on top of all your advertising campaigns. Tapping into superstar software will go a long way to help hit your ROAS goals and scale your business further.

So, what separates specific software from the rest of the pool? Three things. 

A superstar software should…

  1. Put the entire client reporting process on autopilot
  2. Present ad spend, KPIs, and other relevant metrics across channels all within a centralized workspace
  3. Generate whitelabeled reports filled with jaw-dropping visuals and data displays

All of this without spending hours after hours connecting data sources and configuring compatible machine learning models, just to spend a fortune on onboarding and deployment once everything’s set up? 

Though it may sound too good to be true, all of this is perfectly attainable with the right marketing intelligence tool. That’s also part of why we’ve put together this guide–to help marketers like yourself find the right automation tool to take digital marketing to another level.  

Despite the widespread adoption of multichannel marketing, two-thirds of marketers still struggle with data integration, timeliness, and accessibility. Other challenges include figuring out targeting, budgeting, and proper tracking, according to a survey by Statista

Challenges faced by marketers with advertising campaigns

These problems can be solved with the right digital reporting marketing dashboard; the most crucial tool in your growth arsenal. By compiling all your data into a centralized repository, a digital marketing reporting dashboard acts as a single source of truth that allows for efficient, agile decision-making and problem-solving.  

Problems digital marketing reporting dashboards solve

In this guide, we will discuss:

  1. What is a marketing dashboard?
  2. What does a digital marketing dashboard visualize?
  3. How to use marketing dashboards to accelerate agency growth
  4. Best marketing dashboard examples and features  
  5. A comparison of different marketing dashboard tools on the market 

Let’s go!

What is a digital marketing reporting dashboard?

Digital marketing reporting dashboard

A digital marketing reporting dashboard is a business intelligence tool that collects, analyzes, and populates data from different sources on a user interface.

If you have multiple marketing campaigns running across different platforms like Facebook and Google, a reporting tool can pull all the data from each campaign through data connectors, and turn this data into actionable insights. 

Data connectors let you integrate various marketing channels in one centralized location without writing backend codes yourself. 

However, most marketing performance dashboards in the market ask users to configure settings before pulling in data. This can be confusing if you don’t know what you’re looking for. 

A good digital marketing platform acts as a command center. It lets you see all your media, messaging, and performance so you can make real-time decisions based on how the market is responding to your creatives and whether your targets are moving towards purchase. 

Read on for a comparison of the best dashboards on the market and how to use a digital reporting marketing dashboard for real-time business insights. 

Related: How Agency Dashboards Automate & Scale Your Marketing Agency

What does a digital marketing reporting dashboard visualize (EXAMPLES)?

Digital marketing dashboards visualize key performance indicators (KPIs) for your social media marketing campaigns, content marketing campaigns, and influencer marketing campaigns. 

Typical marketing KPIs include: 

  • Cost-per-click (CPC): a metric showing how much marketers pay for ads running across websites or social media based on the number of clicks the ad receives.

  • Click-through rate (CTR): the total percentage of people who visit your website by clicking on an ad or a search result.

  • Ad revenue: the income businesses earn from displaying paid advertisements on their websites, social media channels, or other digital platforms.

  • Bounce rates: a key SEO metric showing the percentage of site visitors who leave without taking any action.

  • Conversion rates: the number of visitors to a site that complete a desired goal (a conversion) out of the total number of visitors
  • Pay-per-click (PPC): an online marketing model where advertisers pay a fee each time a viewer clicks on their advertisement.
Comparing a numbers table with data visualization scatter plot 

To understand why data visualization is so important, compare the images on the left and right. While the left appears as a random concoction of numbers, the scatter plot on the right makes plain the positive correlation binding the variables together. 

That’s the power of visualization. It harnesses the ability to unlock hidden patterns, making it possible to connect the dots between disparate data points at once. 

For marketers who must repeatedly ask loaded questions, such as from which acquisition funnels lead to conversion, during which time of the day are prospects most active, and the like, visualization can help cut through the pile of raw data standing in the way of getting those questions answered.

To understand the types of visualization that will power your marketing insights and drive campaign performance, such as scatter plots, word clouds, and pie charts, check out this story from Venturebeat in which our very own Sophie Eom, takes a deep dive into harnessing the power of data visualization to tap into the pulse of marketing on VentureBeat.

We designed Adriel to have all of these data visualization features so marketers can analyze cross-platform data in detail: get all data in one place, and get insights for growth through marketing dashboard data visualization. 

Related: How CMO Dashboards Maximize Campaign Performance with Insights

How marketing analytics dashboards power business intelligence and insights 

A screenshot of Adriel’s marketing dashboard marketing command center

Omnichannel marketing is now the norm for reaching target audiences.

But advertising channels use different marketing metrics and dimensions. Each speaks a different language. And marketers often find themselves spending too much time processing, unifying, and merging siloed cross-platform data for the sake of readability.

The more platforms involved, the more complex this process becomes, and the more time is spent on these manual yet vital tasks. Data stitching can often lead to human errors, and manual processes inevitably lead to delays in key decision-making.

Managing multiple marketing channels, campaigns, creatives, logins, data sets, and spreadsheets puts a heavy and frustrating strain on marketing teams.

Insights are delayed, decision-making is pushed back, and ad spend is wasted on inefficient campaigns.

We understand these frustrations. When we created Adriel, we wanted to help marketers automate tasks and leverage a single source of truth to streamline creative development, strategic planning, and campaign execution. 

Here are five of the biggest benefits we’ve built into Adriel to power business insights: 

  

  1. A centralized dashboard gives agencies holistic, real-time view

  • See ad spend and performance results from all channels in one place under unified KPIs
  • Compare performance across different time periods in Overview
  • Visualize any marketing data in multiple graph types

For agencies, you can easily manage all your clients’ marketing campaigns from a single place without the hassle of exporting and importing data into spreadsheets.

Whether you’re juggling 10 or 100 accounts, an automated marketing analytics tool is not only more cost-effective than hiring multiple account managers, but also lets you automate your reporting so you can grow and scale your marketing agency. 


  1. Up and running in minutes with 600 custom data connectors

Adriel’s 600+ data connectors

Have you ever had to manually select all the different metrics you want to import and get frustrated because of how complex it was?

Adriel is designed to be truly plug and play: no code or dev needed so you can easily get your workspace to set up in minutes, even if you are switching from another marketing dashboard software.

Adriel covers the whole marketing spectrum from Amazon Ads to Zoho CRM and integrates easily. If there is an integration we do not support natively via API, a Google spreadsheet integration will do the trick.


  1. Set custom alarms to monitor poor-performing campaigns

Custom marketing campaign alarms on Adriel’s dashboard

Most marketing dashboard software on the market don’t have this function built in, but the ability to set alarms is huge in saving time and making quick decisions for agencies.

With Adriel’s real-time alert function, you can track KPIs to stay on top of their budget allocation. Marketers can eliminate money leaking campaigns and scale winning ones in just a few clicks. 

Adriel’s alarms work around the clock to monitor your business KPIs so that you can stay confident you are making the best investments at all times.


  1. Customized dashboard views for every department, from internal to client

Integrated, centralized dashboard view

With Adriel, agency users can both create in-depth dashboards for internal management (Agency overview, client/team overview, etc.), and client-facing dashboards. 

Agency clients can also be invited to Adriel to access a real-time reporting dashboard. White-label your work by creating beautiful marketing reports instantly customized to each client’s specific needs, interests, and priorities with brand visuals, and impress your clients.


  1. Analyze your ad creatives right in the dashboard and optimize them
Analyze and optimize your ad creatives on Adriel’s dashboard

Visual learners will love this. The ability to see ad creatives directly within your performance reports make exploring data so much more intuitive so you know exactly what creatives work best. 

You no longer have to login to different platforms and can manage all of these in one place, which is incredibly helpful for an agency.

Word cloud on Adriel marketing dashboard

Load up a word cloud, which analyzes words across different ads through color-coded visualization to show you high performing words. Manscaped, an American-based male grooming company, used this feature to figure out which keywords worked best for new global markets, and found out that Middle Eastern men much prefer the word “hygiene” to “beard trimming” and supercharged their campaign performance.

As agency owner Isabel, of Ingrid of Ingrid, shares: “I never look at my business in a vacuum. Media and messaging should work hand-in-hand as a holistic media strategy. As a business owner, my media and marketing departments need to look at the whole business to make real-time decisions: from the creatives to how the market is responding to ads. Adriel helps us make these live decisions, everyday.” 

Related: How Agency Dashboards Automate & Scale Your Marketing Agency

What are some of the best marketing dashboard software? 

With so many marketing dashboard brands in the market, it can be overwhelming to choose the right one. Here, we compiled a list of tools and their pros and cons to make it easier:

Adriel

Adriel is a no-code marketing intelligence platform that integrates with ad platforms, analytics tools, mobile measurement partners, and databases to centralize real-time data on a single dashboard.

Marketers can quickly connect to data sources or clients on Adriel in a few minutes rather than hours or days. Once data sources are integrated, the software streams data in real-time to the dashboard without a need for manual maintenance or scheduled refreshes. 

In addition to key metrics, Adriel also displays granular data so users can explore cross-channel ad creatives, ad copy, and keyword-level insights. The dashboard itself is completely customizable with lots of creative visualization tools and hidden hacks. 

Adriel can be a great value-add to agencies and brands that are juggling many different ad platforms with different data formats. However, it might not be the right fit if you only have a few ad campaigns.

DatoRama 

As a cloud-based business intelligence tool, DatoRama lets advertisers combine disparate marketing sources into one data model and visualize it in branded dashboards. 

Although DatoRama has a lot of positive reviews for data pulling and centralizing, cons include slow data load and unfriendly user experience. 

With a $10,000 to $20,000 price tag, the software can be expensive for first-time users, but it provides a lot of different functions for enterprise use–with a bit of a steep learning curve. 

Supermetrics

Supermetrics is one of the most high-end and widely used marketing dashboards in the industry. Its customers include global brands like L'Oréal, Disney, Dyson, Nestlé, and even the BBC. 

The key proposition of Supermetrics is that their software quickly connects all the marketing data you need from 400+ data sources with any end destination that you want – a business intelligence tool, a spreadsheet, or even a data warehouse. 

Supermetrics also provides different plug-and-play marketing dashboard templates for the data destinations they support, namely Data Studio and Microsoft Excel.

However, based on reviews, cons include slow customer service and an opaque pricing model that leaves users paying far more than anticipated (anywhere between $1,000-$3,000).

Adverity

Similar to Adriel, Adverity is a low-code marketing dashboard that pulls in data from 600+ data sources, enriches the data, and transfers it to downstream targets like spreadsheets and storage systems. It also visualizes ad creative level data and offers strong customer support. 

Adverity also offers customized pricing plans according to the size and needs of your organization. However, according to reviews on G2.com and Capterra, the onboarding process can drag on for months with several back and forths with the onboarding team. It can also be tricky to set up data connections if you’re a first-time user of dashboard software. 

Funnel

Funnel.io collects marketers’ data in a secure place, making it analysis-ready for digital campaigns. 

The platform offers users the possibility for any requested data source to be connected to their service as part of their subscription plans. First-time users can benefit from Funnel’s main features through training made available by their team free of charge. It has 4.7 star (out of 5) reviews on Ease of Use. 

Although onboarding services are provided with their subscription plans, customer support is pretty inaccessible. Funnel contains additional professional service fees associated with onboarding and training for the platform, which typically takes several months. Funnel's pricing is also considered steep for mid-market customers.

Pricing for Funnel starts at $399 to $1,999+ per month, with frequent users spending between $1,500 and $2,500.


DataBox

Founded in 2011, DataBox is a cloud-based business intelligence platform for digital marketers, analysts, and CEOs that provides a single interface to view different KPIs and generate real-time marketing reports. 

The platform is known for its flexibility and intuitive general interface, with several resources and tools available for marketers to configure their dashboards to meet current needs and needs. With its advanced data modeling capabilities, users can modify measurement displays. 

Despite the pros, the platform’s limitation to just three panels in the free trial is a common setback among users. It takes time for the platform set up and lacks customizable dates and historical data for different channels.  

Pricing for DataBox begins at $91 per month for starters, with professional pricing starting at $169 a month. 

Google Data Studio

Google Data Studio is a free business intelligence tool that turns your data into informative and easy-to-see dashboards and reports. It natively integrates with all Google platforms, such as Analytics, Sheets, Search Console, and Google Ads. 

Similar to Adriel, their dashboards are also fully customizable and extremely versatile when it comes to customizing, adding branding, and sharing with internal or external collaborators. This, when combined with their clean and user-friendly user interface, makes it a great reporting tool for advertising agencies 

However, most marketers and agencies use Data Studio for very basic needs, such as generating Google Analytics reports, since it can become complex to use Data Studio for more complex needs. Data can sometimes be incomplete when integrated from a third-party source and heavy-duty dashboards are prone to be extremely slow. 

Tableau

Tableau is a visual analytics tool used for compiling and analyzing large volumes of data. It natively integrates with several databases both on-premises and on the cloud.

According to their website, Tableau was built “user-first” and hence has an extremely versatile and intuitive user interface. Their visualization tools are top-notch for creating beautiful branded dashboards.

But the biggest complaint against Tableau is its speed. Many users have pointed out that the dashboards can be too slow to load on Macbooks and Desktops depending on the volume of data. Their customer service also leaves much to be desired.

Pricing starts at $70 per month per user for platform usage. However, additional implementation costs and maintenance costs may be incurred, which ranges from 5 to 6 figures depending on complexity.

Related: Top Five Business Intelligence Dashboards for Visualizing Data 

Wrapping Up

We hope this guide has been helpful in understanding:

  • What digital marketing reporting dashboards are
  • What they visualize 
  • How they accelerate agency growth

We also highlighted examples of the top marketing dashboard tools on the market and their primary features. If you are a marketer, a digital marketing dashboard is a crucial business intelligence tool in your growth arsenal. 

By bringing together multichannel campaigns’ most valuable metrics together into a single KPI dashboard, this is the marketing command center you need to scale your agency, save time, and supercharge campaign performance and Return on Ad Spend. 

Try Adriel today and experience how easy it is to get all your data in one place.

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