Lead Generation Dashboard

How to create the ultimate lead gen dashboard

You can't optimise what you can't measure.

Every lead generation marketer knows how important reporting and tracking is, but most people still use time-consuming spreadsheets and don't get the insights they need.

If this sounds familiar, then we are here to help!

Why Excel & Google Analytics lead generation dashboards are not enough

Lead generation reporting by it's nature is hard:

• Conversions typically happen some time in the future.
• Leads usually convert offline, or in systems other than your website e.g your CRM, on the phone, in dealership or store.

Google Analytics

• Only tracks website actions (unless you use the API to send offline events - more on this later)
• Misses leads on other mediums e.g Facebook Lead Ads or LinkedIn.

Excel

• Leads convert in the future, so optimising for conversions requires Cohort analysis.
• Calculating and maintaining cohorts is horribly manual and time consuming! 
• Manual processes mean marketers rarely breakdown data to discover the why behind the performance.

What should you track in your lead generation dashboard?

Whatever you take from this article, make sure you go beyond just tracking leads and where they come from. Optimising for lead misses out on the true value you should be assigning each source.

Obviously dashboards are very personal to every business, but here are some ideas that we've seen help improve revenue.

Top level KPIs

• Leads.
• Cost per lead (CPL).

• Qualified leads (this is super powerful for fast optimisation that drives more revenue).
• Cost per qualified lead.
• Conversion rate from lead to qualified lead.

• Conversions - Critically conversions should be matched to lead cohorts (not just when they happen).
• Cost per conversion (customer acquisition cost).
• Conversion rate from lead to conversion.

Breakdowns

All the KPIs above should be possible to breakdown by these kind of dimensions;

• Marketing source
• Product category/type
• Campaign
• Keyword
• Audience
• Lead form
• Content (advert, page, image etc)
• Location (if you do local lead generation).

Chart examples

Here are a few dashboard chart examples that we recommend marketers add to their Driftrock dashboards as a minimum.

Get setup in a few clicks

1. Connect one or more lead sources.
2. Connect up your conversion sources e.g CRM (or manually upload conversions).
3. Customise your dashboard by adding charts & filters.
4. Create as many dashboards you like e.g channels, teams & products.
5. Share your dashboard easily with your team as a link, or a PDF download.

Get started for free!