Marketing Analytics · ServiceMOFU
Marketing dashboards with business numbers first
The short answer
A good marketing dashboard answers "are we making money on marketing?" in ten seconds. Most dashboards answer "how many impressions did we get?" across fourteen tabs that nobody opens after the first week.
PMG builds dashboards with a clear hierarchy — blended business metrics at the top, channel performance below, diagnostics at the bottom — pulled automatically from ad platforms, analytics, your store and your CRM.
The hierarchy
- Top line — revenue or pipeline, total marketing spend, MER, new-customer CAC, contribution after ads
- Channel view — spend and results by channel, with platform-reported and back-end-reconciled figures side by side
- Funnel view — stage-by-stage conversion rates and how they're moving
- Creative view — performance by concept, format and hook
- Cohort view — repeat purchase and LTV by acquisition month and channel
- Diagnostics — tracking health, data freshness and anomalies
What makes dashboards actually used
- The key question answered at the top, without scrolling
- Targets shown next to actuals
- Week-over-week and year-over-year comparisons
- Plain-language definitions for every metric
- Automatic refresh — no manual CSV uploads
- One version of the truth everyone agrees on
How we build them
- Agree the questions leadership and the team need answered weekly.
- Define every metric in writing.
- Connect the sources — ad platforms, GA4, store, CRM.
- Model the data — in BigQuery for anything beyond simple blending.
- Design for decisions — hierarchy, targets and comparisons.
- Train the team and review adoption after a month.
The dashboard hierarchy
| Level | Audience | Metrics |
|---|---|---|
| Executive | Founders, CFO, CMO | Revenue or pipeline, marketing spend, MER, new-customer CAC, contribution margin |
| Channel | Marketing team | Spend, results, cost per result, ROAS vs target by channel and campaign |
| Diagnostic | Specialists | CTR, CPM, hook rate, frequency, conversion rate by page and device |
Data sources we connect
- Meta, Google Ads, LinkedIn, and other ad platforms
- GA4 and Search Console
- Shopify, WooCommerce or other stores
- CRMs and lead systems
- Marketplaces
- Spreadsheets for offline or manual data
- Data warehouses such as BigQuery
Dashboards by audience
| Audience | What they need |
|---|---|
| Founders and leadership | Revenue, MER, CAC, profit |
| Marketing managers | Channel performance, tests |
| Channel specialists | Campaign and creative detail |
| Finance | Spend, returns, contribution margin |
A worked example
A leadership team received weekly spreadsheets from several agencies. We built one dashboard combining back-end revenue, ad spend from every platform and CRM outcomes. Meetings shifted from reconciling numbers to making decisions.
Before dashboard building
- Key metrics agreed
- Data sources and access
- Audiences for each dashboard
- Refresh frequency
How a Marketing Dashboards engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for Marketing Dashboards, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for Marketing Dashboards
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run Marketing Dashboards
We manage Marketing Dashboards for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for Marketing Dashboards.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
Looker Studio or a BI tool?
Looker Studio is free and sufficient for most teams. BigQuery-backed dashboards or Power BI make sense when data volume, blending complexity or governance requirements grow.
Can the dashboard include offline sales?
Yes, if offline sales are recorded in a CRM, POS or spreadsheet we can connect.
Who maintains it?
We can, or we hand over with documentation. Connectors and schema changes need occasional attention.
How much does a marketing dashboard cost?
Simple Looker Studio dashboards are a small project; multi-source dashboards with data pipelines, warehouses and transformations cost more. Connector subscriptions may be needed.
How often should dashboards refresh?
Daily for most marketing data; near real-time only where decisions genuinely need it.
Can dashboards show profit, not just revenue?
Yes, if cost of goods, shipping, returns and fees are available. Contribution margin views are among the most valuable dashboards we build.
Which dashboard tool do you use?
Often Looker Studio, but we work with your preferred BI tools.
Can dashboards include offline sales?
Yes, if the data is available from your CRM or sales systems.
Do dashboards update automatically?
Yes — connected data sources refresh on a schedule.
Can dashboards combine ad and sales data?
Yes — that's their main value.
How long does Marketing Dashboards take to show results?
Tracking fixes and search campaigns often show improvement within two to four weeks; prospecting on Meta or YouTube usually needs three to six weeks of creative testing; SEO compounds over three to nine months. We agree leading indicators up front so progress is visible early.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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Book a strategy call with the people who'd actually run your account. We'll tell you what we'd do — or that you don't need us yet.