Digital marketing dashboard template
A rolling KPI dashboard as an Excel workbook: six KPIs across twelve months, where the latest figure, the three-month rolling average, variance against target and a two-month miss flag all calculate themselves. Six is a deliberate limit — a dashboard tracking twenty metrics is a spreadsheet, because nothing stands out and so nothing gets acted on.
- TEMPLATE
- XLSX
- EXAMPLE
- FREE
- Best for
- Anyone who wants to spot a trend rather than explain a month
- Includes
- Excel dashboard with rolling averages and flags
- Time to use
- 20 minutes to set up, 5 a month
Free to download and use in your own client work. No email address required.
Created by Alston Antony Reports against trials, demos and pipeline at Brainstorm Force Updated
A dashboard and a monthly report are different documents. Confusing them produces a report nobody reads and a dashboard nobody trusts.
| Dashboard | Monthly report | |
|---|---|---|
| What it is for | Spotting a trend or a break | Explaining a period to somebody |
| Time span | Rolling 12 months | One month against the last |
| Contains commentary | No | Yes — it is most of the value |
| Who opens it | You, weekly | A client or a manager, monthly |
| Fails by | Tracking twenty metrics so none stands out | Reporting numbers with no next action |
If you need to explain rather than notice, you want the report template instead.
Preview of the file
Six KPIs, and why these six
| KPI | Why it earns a row | Watch out for |
|---|---|---|
| Qualified enquiries or orders | The only row the business genuinely cares about | Define “qualified” once, in writing |
| Cost per outcome | Rising cost with flat volume is the earliest warning you get | Blended across channels, not per platform |
| Conversion rate | Tells you whether a traffic change is a quality change | State the denominator |
| Non-paid sessions | The channel you own. Slow to move, expensive to lose | Exclude internal traffic or this is fiction |
| Paid spend | The number that grows quietly | Compare against the plan, not last month |
| Revenue or pipeline | Ties everything above to money | Attributed how? Write the rule in the sheet |
Six is the design, not a limitation
Swap one only if you can say which of these it replaces. Every metric you add makes the others harder to see, and a dashboard exists to make one thing obvious.
What calculates itself
- Latest — the last month with a figure, so a part-filled year still works.
- Three-month rolling average, which is what actually shows a trend rather than a wobble.
- Variance against target, set once at the top of the row.
- A “Miss ×2” flag when a KPI comes in below target two months running.
That last one is the point of the whole sheet. One bad month is noise; two in a row is a trend, and the flag is what stops you either reacting to nothing or noticing too late.
Using it in Google Sheets
Standard .xlsx, so File → Import → Upload converts it directly. It uses LOOKUP, AVERAGE,
IFERROR and IF, all of which Sheets has, so nothing breaks. Paste anything you bring in with
Paste special → Values only so the four calculated columns survive.