Your Online Advertising Dashboard Guide

Do you have the right marketing dashboards to support your advertising efforts?

Data Standardization Worksheet

This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.

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"Lumenad allows me to be platform agnostic. By moving between DSPs I can drive the best performance possible for my clients, and the data flows seamlessly into Lumenad without interruption."

Michael Jung, VP of Product Management and Technology, Precision Reach

"That very first interaction sold me. With my data organized in an intelligent way, I could see very clearly what action I needed to take, and it didn’t take me drilling deep into reports to find it."

Ceci Dadisman, Director of Marketing, FlashHouse

"By using Lumenad, our team spent 50-70% less time on reporting, we were able to use that time to further enrich the campaigns and drive performance for our clients."

Ryan Rodgers, President, Embee Media

"Thanks to Lumenad, it's made collaboration with my team faster and more effective, and it's reduced the number of hours I need to spend on different platforms to get the data I need."

Zak Kozuchowski, Founder, Rooted Solutions

"The Lumenad software is allowing us to scale our business. We are on a growth trajectory, and we are confident to onboard new business because of Lumenad."

Alissa Menke, Owner & Chief Digital Strategist, Cohort Digital

"Normally, when my boss asks me how much we’ve spent in ads this month, I start to sweat a little bit. This morning I was able to on-the-fly pull up my dashboard and quickly give him the number he needed. It was super awesome."

Rob Kirkpatrick, Marketing Director, BombBomb

"I think you’d be hard pressed to find a single strategy or goal where you don’t need a multi-touch experience. We want to be in all the places that our customer could be. Lumenad helps us organize and standardize that data so we can evaluate it."

Julia Filo, Associate Director, Digital Marketing Mission Media

"Holy S@%* this is awesome!” (upon logging into Lumenad for the first time.)"

Steven London, co-founder, FlashHouse

Online Advertising Dashboard

What does a marketer do when they need to check in on their advertising campaigns?

Most marketers will check their online advertising dashboard. But today, it’s possible that a marketer could be checking a half dozen dashboards every day. A marketer could check their Google Analytics, then their Twitter account, then their email management system, and so forth. And that takes a lot of time.

Some marketers will use a KPI dashboard template such as a Google Sheet or an Excel Sheet. They may download their performance information in a CSV file and bring it in manually, or they may have a database that does it for them. Either way, they’ll need to collect siloed data from multiple platforms.

But another solution is to invest in a consolidated dashboard system. Consolidated marketing solutions automatically bring data into the platform and create a real-time dashboard for the marketer. The marketer only has to check a single dashboard to track all of their KPIs. And because of that, they’ll be able to make decisions quickly.

Today, a lot of marketers are collecting data they can’t use and are spending a lot of time tracking down data. If a marketer wants to, for instance, determine how effective their Twitter campaign is, they’ll have to look up their Twitter advertising dashboard. But then they may need to check their Google Analytics for Twitter referrals, too. And they may have to check all their other dashboards, as well.

An online dashboard solution saves marketers time — and it makes it easier for the marketer to make quick, decisive decisions regarding what they should do next. When marketers can leverage the power of data to make data-driven decisions, they are more likely to get the most mileage out of their advertising spend.

Digital Marketing Dashboard

A digital marketing dashboard is more than an advertising dashboard. The best marketing dashboards track quite a lot of information: organic traffic, SEO, email marketing, and more. Advertising is only one part of the overall digital marketing dashboard.

Google Ads, for instance, will give you a dashboard that’s based around Google paid ads. But Google paid ads isn’t your entire marketing campaign, it’s just your advertising campaign. Go to Twitter and you’ll get statistics regarding your paid, promoted posts (your advertising). But you’ll also get statistics around your content, such as likes and shares (your marketing).

And on a digital marketing dashboard, you’ll gather information about it all. You’ll track how your content marketing campaigns are doing, how your paid advertising campaigns are doing, and generally who is interacting with your brand and when. You’ll have everything you need to know about your marketing campaign, including end-to-end reports regarding your buyer journeys.

A digital marketing dashboard is a great way for a marketer to get a broad spectrum overview about how their campaigns are doing. And they get more effective the more data they have. If you’re able to port all your advertising data from all your platforms into a single dashboard, you’ll have key insights you can add to your overall digital marketing dashboard.

Once you have all that information at hand, you can better leverage your marketing budget. And you’ll be able to develop deeper relationships with your prospective clients.

Marketing Dashboard Examples

An overall marketing dashboard will include more than just digital marketing, though digital marketing is (of course) a large part of what companies today do. An overall marketing dashboard will also be able to track non-digital activities, such as events and print advertising. Let’s take a look at some of these digital marketing dashboard examples.

  • Responses to physical mailers. Physical mailers are very effective methods of lead generation. How can you track whether someone has responded? Often, by creating custom codes for links and landing pages. When the individual visits a website, they put in a code regarding their personalized offer. The marketing dashboard will then record this visit.
  • Attendance of in-person events. Tickets and QR codes can be used to track attendance and purchasing at in-person events, thereby making it easier to track who is going to these events and whether they make follow-up purchases on a website or through social media. The goal is to ensure that the relationship with the customer is documented regardless of how they interact with the brand.
  • Responses to commercials. Radio and TV commercials can be tracked like physical mailers, by providing custom codes that users can use to make a purchase. Otherwise, referrals can be tracked manually, by asking individuals how they heard about the company and its products.

These are only a few notable marketing dashboard examples. But again, the advantage of a consolidated, overall marketing dashboard is that it brings in all your data into a single location. A dashboard on a given social media platform isn’t going to integrate in-person events or print advertising.

Dashboard Advertising

Of course, most marketers today are focused on digital advertising. It’s easy to understand why. Digital marketing is extremely effective and affordable. It’s very easy to get a tremendous amount of exposure spending barely anything at all. But you need the right marketing dashboard tools.

Digital advertising often means paid advertising on Google, LinkedIn, Facebook, and other search engines and social media sites. Each of these sites provide their own dashboard advertising panels. You can log into Google Ads to see the reports, LinkedIn, or Facebook. These reports are likely to refer to views (people who saw your ads), clicks (people who clicked on your ads), and even commitments (purchasing activity).

But a marketer doesn’t want to have to go through all these advertising dashboards at the same time. A consolidated Advertising Intelligence dashboard can pull this information in, so a marketer can see all their advertising activity in real-time. They would, for instance, be able to see their views, clicks, likes, and follows on all platforms at once.

The strength of these marketing data tools is that the marketer can identify important patterns and interactions between the different channels. You’ll be able to see, for instance, if your LinkedIn account is performing much better than your Facebook account, or if your Google account is helping promote your Facebook channels.

As always, the key is more data. The more data a marketer has, the better decisions they can make.

Digital Marketing Dashboard Template

When running multiple marketing campaigns across a myriad of platforms, it becomes immediately obvious that one needs a digital marketing template.

Many marketers search for digital marketing dashboard templates, such as a digital marketing dashboard template Excel or Google Sheets. But they struggle to find something.

Most templates like this require that the marketer manually enter their data. Sometimes you can import data, but that also means you’re going to need to create a report, export it, and then bring it in. It’s hardly a real-time or automated dashboard; you need to bring in the data each time.

Finding the right marketing dashboard tools is very important. A marketer who is struggling with an Excel sheet is going to spend hours every day just bringing in their information. And when they do bring in that information manually, it’s likely that they will make mistakes or leave out data. So, when they go to actually manage that data, they’re not going to be successful at drawing conclusions.

An automated marketing dashboard is the solution. While marketers tend to avoid these solutions because they’re paid solutions, they save marketers so much time that they pay for themselves. Additionally, they save companies money by helping them fine-tune and optimize their advertising strategies. The better optimized the advertising strategies are, the more effective they will be, and the more money will be brought into the company.

Marketing Dashboard Software

There’s a lot of different types of marketing dashboard software.

You can find a free marketing dashboard template and port your information in. This is a way that many marketers start. But ultimately, it’s not likely to be as robust as it needs to be. You will spend a lot of time micro-managing your data and may not be able to get the information you need from your platform.

You can also get a free marketing dashboard from most of the advertising solutions you use. Google Ads, Facebook — they all have a free marketing dashboard to track the activity on their platform. But, that’s only going to give you information about a given platform, not information about your entire marketing and advertising strategies.

Apart from this, there are premium marketing dashboards. These dashboards use APIs to automatically bring in data from other sources. That data is then consolidated into a single, real-time dashboard that the marketer can use to make data-driven decisions quickly.

While a marketer may start out with a free marketing dashboard, there will always come a time when they’ve exceeded the limits of what that dashboard can do. It’s easier, faster, and more effective to use a robust marketing dashboard that allows for the optimization of all marketing and advertising campaigns at once. By paying for a dashboard solution, the marketer can make better decisions.