Build a digital marketing dashboard

Marketing Analytics in Google Sheets

Luke Pajer

Digital Marketing Specialist

Dashboard overview

• Dashboards are used to relay information in a timely manner
• Typically includes only basic, easy to understand information
• Usually made up of charts, but may contain data tables as well
• Used for decision making:
  • Determining a campaign budget based on performance
  • Allocating resources to fix poor performing ad groups

First look at a dashboard

Dashboard charts review: doughnut/pie charts

• Display relative make up of total
• Same as a pie chart except it has a hole in the middle

Dashboard charts review: stacked column/bar chart

• Visualize a few metrics at a time, as a single bar
• Bar chart is the same as a column chart, except the labels are on the y-axis (pictured below)

Dashboard charts review: scatter/bubble chart

• Visualize the relationships between metrics
• A scatter chart is the same as a bubble chart, except it does not have weights (pictured below)

Chapter wrap-up

• Marketing director needs the following dashboard
  • Compare the sources
  • Show the percent of impressions by source
  • Show the relationship between clicks, goal completions, and impressions
  • Show the total number of impressions, clicks, and goal completions by source

Let's get to work!

Marketing Analytics in Google Sheets