What is a marketing dashboard?

A marketing dashboard is a visual interface that aggregates key marketing metrics—traffic, conversions, ROI, campaign performance—from multiple channels into a unified display. Unlike raw analytics tools that track every click, dashboards surface high-level KPIs for strategic decision-making.

What metrics should a marketing dashboard include?

Essential metrics span the full funnel: acquisition (traffic sources, CAC), engagement (time on site, bounce rate, social engagement), conversion (conversion rate, MQLs, SQLs), and retention (churn rate, LTV). The specific mix depends on your business model and marketing channels.

What's the difference between Google Analytics and a marketing dashboard?

Google Analytics tracks website behavior in depth but doesn't aggregate data from email, social, paid ads, or CRM systems. Marketing dashboards pull data from multiple sources—Google Analytics, Facebook Ads, HubSpot, Salesforce—into one interface, enabling cross-channel attribution and unified reporting.

How much does a marketing dashboard cost?

Costs vary by approach: DIY tools like Google Data Studio are free but require manual setup and maintenance. Embedded analytics platforms like Sumboard cost €199-€499/month for white-label solutions. Custom-built dashboards cost €50,000-€200,000+ upfront plus ongoing maintenance.

Can I white-label a marketing dashboard for my clients?

Yes. Embedded analytics platforms like Sumboard support full white-labeling: custom logos, colors, domains, and branded PDF exports. This enables agencies and MarTech SaaS companies to deliver client-facing dashboards without building from scratch.

What is multi-touch attribution in marketing dashboards?

Multi-touch attribution assigns fractional credit to each marketing touchpoint in a customer's journey—first click, mid-funnel content, last click—rather than attributing 100% to the last interaction. Common models include linear, time-decay, U-shaped, W-shaped, and algorithmic attribution.

How do I embed marketing dashboards into my SaaS product?

Three approaches: iFrame embedding (simplest but limited customization), SDK integration (React/Vue/Angular components with full control), or headless BI (API-first, maximum flexibility). Platforms like Sumboard offer SDK-based embedding with 10-minute integration and white-label support.

Complete GuideFebruary 24, 2026

Marketing Dashboard: Complete Guide to Analytics & Tracking (2026)

Master marketing dashboards for multi-channel analytics, attribution modeling, and customer-facing embedded analytics. Implementation guide with 2026 trends, KPIs, and MarTech use cases.

24 min read

Marketing Dashboard: Complete Guide to Analytics & Tracking (2026)

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