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There is more data in marketing than you could ever dream of! However, ways to make any sense of it, while staying updated, and saving time is limited. That’s why I love dashboards! In just a glance you can get to the core of your progress in the parts that matter. 

In this article I’ve collected some of the dashboards I keep coming back to. I hope you might get some inspiration from it as well. I will also explain each different part of the marketing dashboard. 

You can pick, choose, and create a dashboard from several parts of  different dashboards. This is just like how you would make them in any other dashboard service you might use. The ones shown are made in Cobraid Deploy. I prefer to make my dashboards here, because I can set goals for my KPIs. 

About the author

Hanne Rathcke is a MA(ed) Psychology . She is in charge of communications for Cobraid and teaches others about technology

Website dashboard

Website optimization is an art. There are several parts to you website that can be configured and need to align to your product.

With a dashboard, it’s much easier to keep your website relevant and up to date for your users. In this section, I will show you the four different parts of the dashboard below: Average session duration, Sessions per user, Unique users on website and Website Bounce rate. Click the image below to see the live dashboard.

Website bounce rate

This calculates the rate of which users enter your website without clicking anything else during that session.

It’s calculated as: (Bounces/Sessions)*100 and is shown as a percentage (%). The values can usually be taken from Google Analytics. 

I like using this in my dashboards because it shows me if the right people are coming to my website.

Efforts to keep this number as low as possible include optimizing the design of the website, creating good content, and making sure the ads and social media posts are reflective of what you have on your site. 

Unique users on website

This number shows you how many people are visiting your site. In this case, “unique” means that Google Analytics uses several ways of tracking whether it’s someone coming back to the site, or a new visitor when someone enters your site. If you are interested in how Google Analytics does this we have an article explaining.

I use this number as a way of seeing if we are reaching a new audience, or if our sessions are coming from returning users. Both scenarios are good, but this KPI is especially useful when you want to make an effort to reach a new set of people. If instead I wanted to keep people coming back to my site I would use Sessions per user

average Session duration

This number shows me how long my users are staying on one site in my domain. It’s calculated as:  Session duration / Sessions.

I use this when I am putting effort into my blog posts and want my users to stay on the site as long as possible – as a sign that they might have read my articles. 

This number can be used opposite of what I have been doing as well. If you have a site devoted to giving the users the required knowledge as fast as possible then you want this number to stay low. If it’s too high, it might mean that your users can’t find what they are looking for easily enough. 

Sessions per user

This KPI I often put on my dashboard when I am working on keeping my users on my site or coming back to my site. The number is calculated as  Sessions  /  Unique Users.

This might be double sided as well. Just like I want a high number as a sign that my users are interested – a high number might also mean they are clicking around on my page to find what they are looking for. That’s why I like putting this number on the same dashboard as Average Session Duration. If both numbers are high it means that my users are engaged. 

Social Media dashboard

Social media is one of the key promotion methods. That’s why it’s so important to keep up with what happens on your social media pages. Since everything can change in just a few minutes – being able to follow the development in real time is crucial. That’s why I was so happy to have my dashboard set up for when Google Analytics shared our blog post about how to set goals with Google Analytics on Twitter. Suddenly a lot was happening on all channels, but I had a place to get the crucial information. In the section below I will be going through some of the KPIs I usually use to track my efforts on Social Media: 

Engagement rate

This number is often used as a guide to see if people are engaging with your brand on Social Media. All social media sites show this as part of their insights, but you can also calculate it on your own with the equation:  (likes + shares + comments + clicks) / impressions * 100. This will give you a percentage (%). 

I can use this for each Social Media or, as on the dashboard depicted, make one that shows them added up. That depends on my strategy on Social Media. In the same way you might only be interested in the engagement rate on your organic posts or paid posts. 

Video Engagement rate

Facebook offers a lot of insight into how people receive your videos. For some brands videos are their main selling point which is why you might want to know if people are watching the videos or just scrolling past. 

The KPI I use depend on the videos that the brand is posting. The one I’ve set up for this purpose is:  (Clicked + 30Sec ) / Views and is shown in percentage (%). The value “Clicked” represents all the times a user has clicked on your video – to get a larger version, get sound or something different. “30sec” is the amount of times the video has been watched at least 30 seconds. This could be set to 10 seconds if the majority of videos posted are shorter. “Views” is total amount of times the video has been viewed on the social media. 


This number is very simple, but also very central to social media presents. More followers means people will trust your brand more and it means more impressions for each post you make.

It can be taken for each Social Media by itself or, as I have done, accumulated. 

Click-through rate

This number will show you if people are clicking on the link provided in you posts. It is calculated as:  (Clicks / Impressions) * 100 and is showed in percentage (%). 

If your marketing strategy is mainly to get awareness on your brand this might not be useful – as it gets lower when someone just sees your post without clicking on it. But if you are focused on getting users to read your blog, buy in you online store or make other actions on your site this number should be as high as possible.